It’s really nice when we get something good isn’t it...but it’s terrific
when something bad is taken away! Let me tell you an old psychological
secret. People will do quite a bit to get something nice, but they will
do just about anything to get rid of a problem. Especially one that
is making them miserable. When people who are lined up to buy that "winning"
lottery ticket are asked, "What will you do if you win?" The number
one answer is, "Quit my job!" Having all that money is great, but getting
rid of that miserable job is their ultimate desire. Watch those multi-million
dollar ad campaigns for the lotteries and you will see that is exactly
the approach they take.
Taking away something miserable is the most powerful tool you can use
in marketing. Solving a problem for someone is the key to making the
sale. Your ads should show a problem and then offer to sell something
that will provide a solution. A key marketing fact is that you have
to create a need. People first have to recognize that they have a problem.
Once you have done this you can point out how BAD this problem is, or
how it will get worse and become a BIG problem. Then you show them how
your product or service can make their problem go away.
A good example would be: "Working more hours and still not getting
it all done? Overdue or uncompleted projects cause angry customers,
lost sales and can lead to the failure of your business! Don’t let this
happen to you."
Ok, you have shown them there is a problem, and you have shown them
that it will get worse. Now let’s provide a solution to their problem.
"Our xxxxxxx software saves your company time and increases productivity
by cutting design and implementation man-hours by 50%."
If your product or service can save them time or make them more productive,
then you can solve their problem. If you have made the problem BIG enough
by creating enough NEED, then it’s time to ring up the sale!
Grayling provides marketing advice and copy writing for those wanting
to succeed at business.
Visit http://www.yourbizwiz.com
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Grayling Lathrop is YourBizWiz!
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