In recent years, neuroscientists have confirmed that only emotions can trigger decisions.
Most people mistakenly believe that it is logic that persuades us to do the things we do. But this is not the case.
Advertising guru William Bernbach said, “You’ve got to say it in such a way that people will feel it in their gut. Because, if they don’t feel it, nothing will happen.”
Now I want you to think about that quote and imagine how it applies to your business and how you market and advertise your product or service.
Experts in psychology, neuroscience and hypnotism have long known that the higher a person’s emotional level, the easier they are to influence. So, it just stands to reason that, if you want to sell someone something, it would benefit you to communicate with them on an emotional level.
Example: Suppose I wanted to sell you a termite job. I could say something like this:
“Termites do more damage to homes each year than fires, floods, tornados and hurricanes combined. No one wants them getting into their home and causing damage. That’s why people need termite protection for their homes.”
My statement is true and factual…and certainly logical…but totally devoid of emotion.
Here’s a better way to say it:
“Imagine…one day you notice a small fleck of discolored paint peeling on your breakfast room wall and next thing you know, you find yourself with a sledge hammer and pry bar and you’re ripping out sheetrock in your beautiful kitchen and discovering tens of thousands of live termites eating and destroying your wall. It’s obvious to you that they’ve already done thousands of dollars in damages. That’s what termites do to beautiful homes just like yours every day. They hit you when you least expect it and next thing you know, you have discovered the damage they’ve done. It’s a horrible sight when it is YOUR HOME they’re destroying. And, when you realize the whole thing was easily preventable, it makes you sick!“
Do you see the difference?
In the first scenario, the termites are in some far distant place in someone else’s home. It is all about other people.
In the second scenario, they’re in YOUR HOME eating away right now! (Note: I referred to “YOU” at least 16 times.)
You need to be able to make someone “FEEL” what it would be like to have this happen to them.
Once they feel it, they are much more likely to take action and buy from you.
Here’s my point, and it’s a simple one: Make your marketing, advertising and sales presentations emotional. The higher the emotional level, the more likely the prospect is to say “YES”.
Thanks for reading this letter.
And thanks to all of you who take the time to pass along your positive comments and support.
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