Sales Come First

This article contains TWO very important statements. And if you get these two points then you’re in a great position to go and make some BIG money.

But if you ignore them then you’re doomed to be like every other business. The businesses that truly ‘get’ the power of what I’m saying here will live and breathe it, and implement it in every part of their business. It becomes the CORE of their business.

Now, they say that the quickest way to a man’s heart is through his stomach. If that’s true then surely the quickest way to a person’s wallet is through their hearts.

And that’s because people buy on emotion and justify it with logic.

OK, its worth repeating that because it is at the core of direct response marketing.

People buy on EMOTION, and justify their decision with LOGIC.

After all, why do people buy big houses when they can live in any old house?

Or buy a BMW when any old car will get them around.

And why do people use the same tradespeople time and time again (even when they cost more) when chances are, anyone will do the same job?

You see, to sell something to somebody you have to get inside their minds and their hearts. What annoys them? What are they afraid of? What do they secretly desire?

What is the conversation that’s constantly going through their head?

What keeps them lying awake at night?

What’s the problem they have that they want to be solved and, more importantly how will they FEEL when that problem has been solved?

Understanding your prospect is critical if you want to sell to them. In fact, that leads me to the second critical thing you NEED to remember.

You are not selling a product or service. You are selling the feelings associated with what your product or service will do for them.

Women don’t like being seen as a nobody. But your handbag will make them look important. How will they feel when they’ve got it? How do they feel now they don’t have it.

People want to be in safe hands when they build a house, or go to a medical specialist of any kind. How will they feel when they’ve got the right person? How do they feel now they dont have then?

Job seekers want an unfair edge over other candidates. How will they feel when they’ve got it? How do they feel now they dont have it?

What are the feelings your prospect really wants out of your product or service?

Spend time working this out. Ask them. Observe them. Hang around internet forums and read their magazines. Go where they go and eavesdrop on their conversations.

Get inside their heads and you’ll have heaps of content for your advertising.

Next week I want to tell you something you should be incorporating into your sales copy if you want people to stay glued to it.

Until then, all the best

Hugh Thyer

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>