Selling With Emotional Impact – Maximizing Your Prospect’s Buying Experience
It took me over 7 hours to put this together these small business marketing strategies you won’t learn in almost any copywriting course for a tele-seminar that got cancelled but I’ll be damned if you’re not gonna reap the benefit of all this work. Are you ready?
Have you ever wondered what makes some movies and TV shows instant classics and what makes others total garbage not worthy of a gnat’s attention?
I have and the reason I’ve become fascinated with the subject lately is because I recognize it’s of dire importance that you and I not just go through the motions of marketing and selling to our prospects and customers but that we must entertain and bond with them while doing so.
That is, if you want them to happily buy from us over for the long haul and be anxious to sing your praise to anyone who should be doing the same.
So, I’ve been studying screenwriting knowing a solid script, the words coming out of the actors mouth’s and the events that make up the story, is the spine and the heart of all outstanding T.V. or Movies.
World Class Marketing Has More In Common With Hollywood Blockbusters Than You May Think
Here’s what I mean…
The emotions you like to feel when watching a movie of your choice whether a suspenseful drama or a comedy are not any different from the ones people who watch your marketing videos, hear your tele-seminars and read your copy wish to feel.
I don’t know if this has been true for you but for years I thought I needed to go into “business mode” when dealing with customers. I felt faker than DD silicone titties when I would do this. Where I really noticed it big time was with friends I worked with. I knew how cool, calm and persuasive they were when they were just being themselves and it kinda weirded me out when they’d put on this other persona just because they were talking to a client.
This didn’t seem right and I vowed to never again “put on a show” for customers or prospects and you know what happened?
I felt a helluva lot less nervous because I was being me and my interactions with clients started being fun because I was freed from being a robot out to make deals and now I could now have an actual conversation with prospects instead of the dreaded, “How are you? Good. Uh, I was just calling to see if you were ready to buy yet? No. O.K. um, uh how about I call you again in 6 months? O.K. Have a good day,” spiel.
That was the worst.
I don’t know if you’ve ever pitched like this. If you have, you know how much different this feels than having a conversation with your friend. This is why marketing via fax, direct mail, or online is so important, it gives you the opportunity to let people into your world and either identify with you or be driven away.
When you layer yourself into your marketing and people identify with you and they call you on the phone or email you it’s a whole different conversation. Think about it. If you’ve opened up to them, they start to feel like they can open up with you or at least feel like you’re not a total stranger (remember, they’ve been programmed not to talk to strangers) and that my friend is when magic happens.
No more impersonal, awkward communication.
What Makes You Fall In Love With Your Favorite T.V. Shows & Favorite Movies?
The same thing that endears you to a friend or an idol or role model of yours…
…The show has at least one character on it who generates feelings and emotions deep inside you that you love experiencing or least dipping your toe into.
You can do this for your ideal prospects and customers and today I want to show you what I’ve learned about doing this.
Horrible marketing happens when people don’t put enough thought into the prospects experience and well meaning marketers, knowing that educating your clients is vital to process of selling, un-intentionally transport their audience back to the high school classroom.
While text books and best selling novels are both paper and ink their similarities end there.
You Can’t Bore People Into Buying From You
Think Dan Brown, you know, the author of Angels & Demons, Da Vinci Code, and his newest addition “The Lost Symbol”. Within those books you can learn some interesting history but that wasn’t the purpose of his writing the books or what sold them. His outcome was first and foremost, to entertain, and then to educate.
That’s the formula that put millions in the bank for him.
Ayn Rand was also brilliant at accomplishing this outcome. She beautifully wove her philosophy into her riveting novels. Now, as a self proclaimed Rand fan, I can say there’s a vast difference in how I absorb her philosophy through her non-fiction work as opposed to her fiction.
“The Meaning Of Communication Is The Response You Get”
The fire hose stream of intellectual phraseology and jargon jammed into her non-fiction books make them a chore to absorb. Great for expanding your mind but I feel the only reason she became as popular as she did was because she was able to lace her potent philosophy into a compelling, emotional story where hero’s where living her dream.
Without that ability, her philosophy might not have never been published.
If you’re trying to sell a complicated process, you’ve gotta make it easy on the eyes. Most people would go bat shit at the idea of reading 1,000 pages of philosophy. Imbed this same philosophy into a story and Wah-lah, you suck people in which brings everything back to the point I want to hammer home here…
While it’s important to educate with your marketing, it’s also important that you not be deadly dull.
The outcome of my post today is to awaken some solid principles that once you’re aware of, you have an outline of what pushes peoples buttons and you can focus on inserting the steps that are really what influence buying behavior into all of your communication with your list which means easier selling for you.
Here’s an Outline of What We’re Gonna Cover Today
- What Makes a Message Work For Your Prospect
- The Persuasive Communicator’s Double Task
- What Your Ideal Target Market Really Buys
- Why Emotions Are Missing In Amateur Marketing
- A Word About Your Ideal Target Audience
- Your Ideal Prospects Four Emotional Needs + A Secret One
- The Three Types of Storytelling Emotions
What Makes A Message Work For Your Prospect?
As you and I have talked about, an emotional connection, a bond with the main character is vital, which is the main reason why all communication with your prospects and customers should be person to person rather than “faceless corporation” to person.
What feeling do you think you generate when your prospect see’s your name in the sender section of their email inbox?
Frank Kern’s name creates a different emotion, than 1-800-Flowers does.
Both of them are hitting me with emails but you expect something cool, valuable and entertaining from Kern and with 1-800-Flowers you expect a blah “You, got my money yet bitch? No. Well call me when you do.” which is a shame because their front man, Jim McCann has personality and he has a great story of how his business came to be the giant it is.
It’s my belief that when he started he had to put himself out in the market to get business and make connections.
His charisma is what was a massive contributor to their rise to fame. Now, they haul in so much money that it seems like they stray from doing anything that might rock the boat because they’re complacent. My question would be: How much more could they make if they didn’t play not to lose?
What would happen if your driving question in reference to your marketing was “How do I allow myself to make my marketing a pleasure to experience for my ideal target audience?”
Easier selling would be my guess.
Remember: You always get an emotional response from your audience. Doing what I’m about to show you will help you avoid the 3 most common responses marketing…
Remember the 80/20 – 95/5 principle is at play here…
80% of marketing in your industry or in general sucks balls. 15% of it is great. 5% of it is to be worshipped, modeled and re-formulated to fit into your market for your opportunity.
When you can get your audience to feel the power of your message, they’ll talk about it and you with their friends, rave on forums about you and you’ll grab the attention of affiliates.
The Communicator’s Double Task
Basic “copywriting courses” focus purely on putting a single salesletter together but single salesletters only give you one shot to sell.
Pro’s build marketing campaigns, sideways salesletters/launch processes whatever you want to call them because this allows for you to suck people into a saga, chip away at their resistance slowly and ramp up the anticipation for what you offer.
You’re letting people become comfortable with your concept and you before rushing them into the equivalent of your business’s bedroom with you.
Yeah, of course you need all the basics for your salesletter: Headline, great opening sentence, problem-agitate-solve, bullets, close and P.S. This is all level one salesmanship.
But what’s the second task you need to accomplish?
You need to create a compelling concept, setting that allows you to turn yourself and/or your star employees into characters that help you spark the emotional response in your ideal prospect. (NERD #2 TIP: If you really want to tap into what your audience responds to, you’ve got to go peep this post to see Eben Pagan’s priceless method for doing this…)
The average/normal/mediocre/lazy marketers who know about salesletters just stop there and never step into this world where greatness awaits them.
When “you” are woven into your marketing you’ll be able to manipulate language to create an intended emotion or image in your prospect’s mind which is where the real pay off comes to you whether it’s more cash in the bank or deeper, enriched relationships with your prospects or both.
What Your Ideal Target Market Really Buys
Some psychologists have been said to say that movies are “Emotion Machines”.
While making “North by Northwest” Alfred Hitchcock was quoted as saying,
“We’re not making a movie. We’re making an organ like in a church. We press this chord and the audience laughs. We press that chord and they gasp. We press these notes and they chuckle. Someday we won’t even have to make a movie. We’ll just attach them to electrodes and make play the various emotions for them to experience in the theater.”
Marketing could defined precisely the same way.
If you know Hitchcock’s work, you know he was a master at creating suspense and terror. Where does this serve you? Well, the prime place is in the “Problem” part of your marketing.
This is what Eben Pagan means when he talks about explaining someone’s problem better than they can. You need to paint an emotional picture of the dire consequences and or dissatisfaction that comes when your prospect doesn’t address their need or issue now instead of someday in the future.
When we do this we demonstrate we understand how someone with this is issue is actually feeling, we understand their world. This is what creates a bond and lets your prospect know in their heart that you know what you’re talking about.
Do You Know What Business You’re In?
If you take a look at the ads for movies in the newspaper or online you’ll see quotes there from various movie critics, newspapers and magazines.
These blurbs are really promises of an emotional response.
“Will grab you from start to finish”, “Energetically funny”, “Gritty, intense and unpredictable”, “A staggering, haunting and intense movie experience”. “Pulse pounding”, An incredible ride”, “Packs an emotional whallop”…
All of the above quotes were all just for one movie.
For the promo for one of the Harry Potter movies the studio bought a two spread page in the major papers and actually highlighted and made the emotional words blue.
Hollywood Knows What Business They’re In
And if you think marketing isn’t a part of what makes those movies mega successful, you’re nuts. These endorsements are the promises that if you buy a ticket, you’re gonna feel these same emotions.
What if affiliates could say cool shit like this about you before sending out your promo’s or… what if your promos had a bunch of these emotional one liners from authorities in your niche attached to the top of the sales page or talking about the freebie you’re offering on the other side of your squeeze page. It’s possible.
You hear people talking about getting testimonials and the pro’s tell that you always go for results specific endorsements like “Ricky Bobby made me $23,309.00 in 47 hours!” vs. “Ricky Bobby’s an amazing teacher”.
They’re right. And the results specific testimonial could be enhanced by just asking the person, “Why is that important to you?” over and over until you get them to tell you the real emotional reason why $23,309.00 is a big deal for them because we do everything we do for one of two reasons… to either change our behavior or to change the way we feel.
So when you ask “Why’s that important to you?” you might get down to something like, “Ricky Bobby made me realize I’m not a loser like everyone including myself, told me I was. He helped me to see that I was capable of being the man of my household and he’s the one I credit with bringing back my manhood. Yeah, the twenty-three grand is nice but it’s nothing compared to having my wife admire me again.”
Do you feel the difference?
There should be no doubt in your mind that emotions are what your ideal prospects buy and what you sell. You’re in the emotion delivery business!
This is what should come to mind when someone asks you what kind of business you’re in. This could even be the first line of your elevator speech.
Why Emotions are Missing In Amateur Marketing
Due to the proliferation of copywriting instruction kits on the market today, this has cultivated the attitude that copywriting is easy if you just know what tactics to deploy.
It cultivates the belief that “If I just get John Carlton’s Simple Writing System I’ll know each step to put into my salesletter and I’ll have this handled.”
And John’s system will put you eons ahead of idiots who run Goodyear blimp style image ads and wonder why they’re going out of business. Carlton also makes a point of emphasizing in his program the need to use emotionally charged words in your copy.
But there’s more to it if you want to really build a sustainable business.
Look at this anecdote. An alien ship comes down and snatches up 10 human beings with the mission in mind of creating the perfect human. If they opened up those humans, the exact same structure would be in each one.
This is similar to 97% of copywriting courses out there. The teachers tell you “Every successful salesletter has a great headline, an offer, and a strong close,” and this is true.
In the aliens instance, if you didn’t have a head, a torso, two arms and two legs you wouldn’t end up with something that looked like a human.
Same goes for salesletters. Everybody has to learn how to build a basic salesletter and what the components are. But the problem is, that most salesletters not only look the same but they feel the same.
Just Knowing Where You’re Supposed To Put Your Weiner Isn’t Enough Win The Admiration Of Your Lover
In my opinion any and all my teen/early manhood lackluster sexual experiences were a result of not having an emotional connection with the women I was bedding.
I was an insecure punk who just wanted to brag to my friends that I’d gotten laid. Then, when I fell for a girl, I’d start acting all needy and jealous and she’d hit the road.
I’ve come to learn what’s most important to satisfying a woman in bed is that you’re genuinely interested in her and her needs and that she feels it’s an honest to goodness privilege to have you in her life. Just having those two components beats any and all of the super whoopee-whoopee stroke or finger techniques out there.
Most People Market Like They Make Love, From Their Head, Not From Their Heart
Have you ever known a business professional who could care less if he made an emotional connection with his customers, just as long as the dollars kept rolling in came so he could keep buying toys to show off to his buddies?
I have. Actually, I’ve been that guy. Take my word for it, it sucked to be me.
You see it’s my belief that Frank Kern, Jeff Walker, Clayton Makepeace have succeeded as wildly as they have because they put together programs that focused on building a nurturing relationship before asking for any money.
They flipped the system of just cavemanning the process, showing up and bashing people with a pitch and expecting to walk out with a check, on it’s head.
I know arriving and asking for $50 bucks, $100, hell even $500 after 4,16, 24 pages of copy is what direct marketing was built on. So it works. But if you’re gunning for big money plus a meaningful connection, you gotta go for a relationship.
Especially in the wild wild west of the internet.
A Word About Your Ideal Target Audience
Your target prospect is the most important person you should be focused on when putting together any kind of marketing.
Not your competitors or colleagues or anyone else including family and friends who you know will see your marketing. Not even your opinion is important. More times than not our situation, the place where we’ve become successful and can now sell a product to someone or give advice is vastly different than where your ideal prospect is now.
What’s easy for you may seem impossible to them.
If you don’t connect with a single member of your target audience, you’re probably haven’t given yourself permission to tell anyone else who isn’t your ideal prospect to fuck off in your own mind before you write, especially those voices you hear that criticize everything you write down.
What Do Readers Want? Your ideal prospect’s plight…
They want you tell them something they don’t know. Something unique, something fresh, breaking news.
They want you to tell them something they know in a way that moves them (Emotions).
There’s nothing new under the sun but no one has your exact same philosophy/viewpoint on life so if you let that shine and your life experience breathes life into a subject that may have been beat to death by your competitors, they will appreciate you for it.
And this is where it’s so important to give yourself permission to fail and permission to be criticized/critiqued. To be the same as everyone else is to be normal or average. Normal or average is never memorable.
They want you to refresh them from everyday drivel.
No matter what niche you’re in, your ideal prospects see a shit load of ads everyday. Most of it is blah or annoying. This is good news for you because knowing this you can write or make videos around it.
Always keep in mind there’s no stage in a promotion where your marketing doesn’t have to be entertaining/engrossing. Never forget this.
Your Ideal Prospect’s Four Emotional Needs + One Secret One
Donna Cooper wrote a book titled, “Writing great screenplays that sell” and in it she compared screenwriting to a rollercoaster and how each pilon in a rollercoaster is an emotional impact. And in this book she talked about the readers four emotional needs.
The need for new information
The majority is new, bright shiny object oriented. Don’t fight this. Roll with it.
The need to bond
This is why it’s so important to turn yourself into a character and a human being by writing yourself into your marketing. Once again go get our notes on Dan Kennedy’s “Influential Writing” and you’ll get a black belt lesson on how you can do this.
The need for conflict resolution
We love to see problems solved.
Most stories revolve around a problem and the reason we stick to the end is because we want to see the problem resolved. Sometimes I’ll even slog through a horrid movie all the way to the credits because of this need. A great example of this for me was “Paul Blart – Mall Cop.
We love to see people overcome setbacks and be told how it’s possible, even for little ole’ me, to do this. This is part of why case studies in your marketing are so valuable.
The need for completion
This is the famous need for closure. This is our need to make order out of chaos.
Bonus Need – The need for entertainment (emotional impact)
You’ll see a lot of salesletters and marketing that meet the first four needs but don’t hit this one and they probably make money but meeting this last need is what will help you dominate.
The late great Jim Rohn, the world famous business philosopher, said something that has stuck out in my mind ever since I heard it years and years ago. He said, “When I go to a movie, I want it to touch me, make me laugh, make me cry, just don’t leave me the same as when I walked in.”
I believe you can do this with your marketing if you’ll only give yourself the permission to.
The Three Types of Storytelling Emotions
This taps into curiosity. This could come with letting people into your world, your insider knowledge/connections that allow you to be the champion in whatever industry you sell to.
This means you’re feeling exactly what the characters are feeling. So if people are bonded with you and you’re feeling anger, they feel it too.
This is the way they feel as a result of having spent time with you.
Reading fiction books to build my metaphor and similie repotoire sucks me into a vortex. Not just any books though. Remember I was telling you about taking the plunge and diving into a Danielle Steele novel not too long ago?
Well, that books been gathering dust. Since the time I bought that book I’ve plowed through 5 of John MacDonald’s, Travis McGee mystery novels and 4 of Carl Hiaasen’s mysteries.
That’s roughly 3,600 pages I’ve blown through all the time avoiding the supposedly emotionally superior sexes novel.
If you’re at all stuck, thinking, “How do I become a character people want to emmulate?’ you might do well to go get any of Carl Hiaasen’s mystery novels. Here’s a quote from the jacket of the book I’m reading now… “HIAASEN INFUSES HIS NOVELS WITH JUSTICE (SO SATISFYING)… What you can’t anticipate is how much fun there’s going to be had getting here to there.” New York Daily Times.
The reason I connect with that quote and included it here is because the one key distinction about Hiaasen’s heroes is that they’re always the anti-hero.
They’re always the person that would never think themselves capable of saving the day and beyond all odds, they do. Never yet has the hero of any of the books I’ve read been pure stud or studette.
He does a magnificent job of making the person relatable and having just enough courage to overcome their problems. Does this sound like you? If you’re like the majority of people I’ve consulted with, you might not feel all that cozy with idea of tooting your own horn and turning yourself into a hero in the eyes of your audience.
When I look at Hiaasen’s characters I think it’s all the more possible to turn yourself into a Michael Jordan in your industry by just doing a little more than the average person does. Things like doing what you said you would when you would. Being on time. Telling the truth even when it hurts in the moment.
Your whole super hero status could revolve around stories of you living those principles.
This would your prospect and customer experience feelings like, “Gosh, I wish I was as brave as he was”, or “This guy’s like me, I can’t wait to meet him.”
The experience of visceral emotions = Entertainment
Interest, curiosity, anticipation, suspense, tension, humor, relief, triumph, surprise would all be examples of visceral emotions.
These are all steps to embedding emotion in your marketing. In part 2 of this post I’ll show you an example of the process I’ve been using lately implement all of these to get the ball rolling on any marketing sequence I’m developing and how you can do the same.
Talk to you soon,
Note Taking Nerd #2
PS. If you liked what you just read, here’s Part 2 of this series . . .