Persuasion – Mind Motivators – Part 1

When it comes to selling, you have to understand that people buy largely on emotion. Not logic.

For them to part with their hard-earned money, you have to first discover their innate wants and desires. We call these “mind motivators”. Once you get their sweet spot, keep pressing these emotional hot buttons.

As you slowly begin to understand what gets the buyer’s pulse racing, you can easily incorporate them in your sales presentation and sales copy.

Use it in your sales copy for PPC ad…landing page copy…banner…whatever!

Here are a few mind motivators for starters:

• Buyers want to avoid pain
• Buyers want to gain pleasure
• Buyers want to save time
• Buyers want to have an easier life
• Buyers want to feel safe and secure
• Buyers want to have a peace of mind
• Buyers love to receive compliments
• Buyers like to invest in future
• Buyers also love short term, instant gratification
• Buyers like experience happiness
• Buyers are fearful of being disadvantaged
• Buyers love to dream the dream

Don’t Sell The Steak. Sell The Sizzle.

This is a great quote from the great copywriter, Elmer Wheeler.

Basically, as humans, we are all emotional creatures. A lot of what we do are driven by emotions. And you will include buying decision in that.

Emotions are what we made us buy. And then we use logic to justify the purchase.

Therefore, if you can appeal successful to your prospect’s emotions…and press his hot buttons repeatedly…you are going to get his business.

So what can spark off his emotions, you may ask?

The short answer is put your focus on “benefits”.

Elmer Wheeler, calls this selling the “sizzle”.

“WHAT WE MEAN by the “sizzle” is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary!

Hidden in everything you sell, whether a tangible or an intangible, are “sizzles.” Find them and use them to start the sale. Then, after desire has been established in the prospect’s thinking, you can bring in the necessary technical points.

The Need For “Proof”

Whether you are doing online or offline sales, the main question your prospects will ask is why should they trust you?

Why should they engage your service? Or buy your product?

The biggest obstacle to getting the sale is displaying adequate proof.

Proof that you are able to do what you say you can do.

Proof that it is safe to do business with you. Proof that there will little to no risk.

I’ve lost sales before. I’ve made unconvincing presentation too. Because I failed to show enough proof. So don’t repeat the same mistakes I made.

Here are a few good ways to ramp up your “proofs”:

• Display successful case studies – how, who what, when, why – explain in specific terms how your service/product has helped…
• Testimonials – better to let a 3rd party brag for you…
• Show videos/images/pictures (optical proof) of results/products – People are visual creature. They tend to believe more when they see…
• Show relevant certifications – I’m talking about security certifications… educational certifications…industry accredited certifications and so on…

Use The Elevator Pitch To Get Strangers To Remember You…And Respond To You!

Do you attend a lot of networking events?

If you do, have you noticed the way you introduce yourself to people?

Remember, first impression counts right?

People are always thinking about their favorite radio station, WII FM. Otherwise known as "What’s In It For Me". If you are not going to grab their attention the moment you meet people, they probably going to forget you.

So what do you do when people ask you what you do?

Most people will say, "I’m a docter." Or "I’m a consultant." Or "I’m a teacher."

It’s always "I’m a this" or I’m a that". Boring. Not gonna cut it.

I’m going to talk about a different approach to introducing yourself that will get the attention of the person you are talking to.

It’s an approach we call…

The Elevator Pitch

Alright. Don’t let the name of this approach fool you.

It’s pretty simple. There are many variations of the elevator pitch. But this is one that has worked for me.

The way we introduce ourselves can be broken down into 3 parts. If you are into copywriting and sales, you will have no problem with this.

Common Words That Kill Your Sales Process

For those who know me, in additional to my online marketing stuff, I’m also doing offline consulting and sales.

This job requires me to meet a lot of people, prospects and customers offline.

What I realized is that offline and online selling can be quite different.

Because this time round, you get to meet someone face to face.

Whether you can form a rapport and establish a mutual understand will depend a lot on what you do…AND SAY!

It’s about saying the rights things…as well…as not saying the WRONG things!

Do you know you may be unwittingly saying words that may be sabotaging your sales prospects?

Well…I certainly said such words before. And quite often too. The worst thing is that sometimes you yourself will not even know you are making such mistakes.

And because of this, I’ve put in a superb article by Jacques Werth, the founder of High Probability Selling on this topic for your benefit.

Read it. And reflect on it. It will have an impact on you just like it had on me. Here goes:

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Getting Others To Relate To You

In marketing, when it comes to selling effectively, other than the product and value factor, a lot are dependant on whether you can get people to trust you.

To trust you, they got to like you. To like you, they got to feel that you care for them. To feel that you care for them, they got relate to YOU.

How?

Simple. In fact, it is simpler than you

Encourage them to ask questions. So they know it is not a robot or a man packed with explosive ready to blow your shit out of the water.

After they asked, you want to answer their questions. Show them that you care. Show them some empathy.

Clarify their doubts. Crystallize the hazy picture for them.

Now…even at times, when you are too busy to answer their questions, you can simply have a reply saying that you are busy at the moment and you appreciate their question. And that you will get back to them as soon as you can.

In that way, they will feel that you have their interest at heart. That’s important.