Don’t disregard features, especially when talking with experts. Lay out the benefits in droves for those who are novices about your product or idea.
Make sure you show value and over-deliver for those who must make a choice.
And then there is...the "experience".
There's a saying in marketing:
Make them see it, feel it, and believe it…and they'll buy it.
If your sales copy can turn your prospects into "fantasizers" of your product or service -- help them "see" themselves AFTER the sale -- then you're more than half-way towards turning your "mental cases" into real users.
Remember the research I shared with you a few months ago that showed if people can see themselves (dissociated) partaking in a behavior, then the person is far more likely to actually DO the behavior in "real life"?
Same is true in selling and marketing...and advertising.
KEYPOINT: All that said, nothing beats a hands-on experience...a "test drive," so to speak. In some instances, you can give your client something to feel, handle, manipulate, or examine. Do that and watch your prospect mentally take possession of your product or service almost instantly.
KEYPOINT: The more your client or future client is involved in the buying process, the process of getting to "yes", the more likely they are to buy.
That's why you have to cut out the little circle and slide it into the holder, or stick a sticker on the promotional piece in a direct mail letter to get a free issue of a magazine. It would be EASIER to simply have you write your name and address on the business reply card and put it in the mail.
BUT, easier isn’t always more profitable.
The involvement CAUSES greater responses. The same is true on the Internet, on web sites that ask a person to check a box or click "yes" when buying something instead of just clicking the "buy now" button.
It all sounds so ridiculous...and it might be. But, it's simply the way that it is.
Cool Article?
Get Coffee with Kevin.
Articles, events & more!
+ 2 Free e-books today!
E-zine delivered Mondays.
"Every week, Coffee with Kevin Hogan is a must read. I particularly liked your article on the Can-Doers and the No-Doers. Thanks!" Sharon McGann, Sydney
There's a saying in marketing: 
