In Marketing 101 we learn that it is important to tap into your prospect’s emotions because that is how we make buying decisions.
These emotions include fear (financial collapse, poor health, impending doom of some sort), as well as desire (wanting to belong, have greater status).
But prospects are more cynical and skeptical today than ever before. The environment has changed. They are inundated with marketing and advertising on a daily, weekly, and monthly basis. It’s not enough to rely solely on emotional stimulation to market and sell.
Instead, you are better off thinking like a prosecutor. You need to PROVE to your prospect that what you are saying is true, accurate, and the best solution for them.
You need to prove to them why taking action today is the best way for them to solve their problem.
You must think like a great prosecutor, who not only knows how to tap into the jury’s emotions, but also knows how to present a rock-solid argument.
I invite you to join me in this excerpt from one of my private coaching calls where I helped my clients structure their marketing message. You can either watch the video or listen to the audio.
And then in the comments below, I would love to know what you are going to do with this information. What proof do you have? And what emotions are you going to tap?