How To Advertise - Lesson Three
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Here’s today’s lesson on how to advertise so you can make more sales.
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Do You Market To These Emotions Online?
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What can Mother Theresa and Charles Schwab teach you about
marketing online.
Certainly these two historical figures saw two vastly different
worlds in their lifetimes. Mother Theresa spent hers with the
poorest of the poor, while Charles Schwab spent his with the
richest of the rich.
But look at these two famous quotes.
“There is more hunger in this world for love and appreciation than
for bread” Mother Teresa
“I have yet to find a man, however exalted his station, who did not
do better work and put forth greater effort under a spirit of
approval than under a spirit of criticism.” Charles Schwab
Do you see the underlying thread?
Regardless of who you are selling to, from one end of the social
spectrum to the other, and everywhere in between, human beings are
looking for appreciation, and approval, above all else.
Show your customers how the use of your product yields a sense of
importance, and recognition, or how it helps them avoid
embarrassment and indifference, and you will make many more sales
than if you simply describe the qualities of your product.
But it takes a certain kind of selling to pull this off.
While your advertising can speak directly about the features of
your product, and explain what those features do for your customer,
it is much more difficult to transfer emotional meaning with the
same directness. 
Yet it is the emotions that trigger desire in the buyer. As an advertiser, it is your job to bring those desires that already exist in the buyers mind to the fore. To stir them to life, so to speak. And the best way to do that is through indirection.
By wrapping your sales message up in a story, you give your
prospect permission to imagine. You’re not telling them how they should feel. They instinctively project themselves into the tale. They can’t help themselves. It’s what we all learned to do as little children.
Remember this. Without imagination, there is no desire, and without desire, there is no action.
When someone comes to your website and reads your copy, do they see themselves using your product? Do they see themselves living the results of using it? Even more importantly, do they see others approving of them, and appreciating them for having done so?
That may sound like a strange way of thinking about a product, but
let me give you an example of what I’m talking about.
Let’s say you’re selling a diet plan. How do you use indirection
and storytelling to trigger your prospect’s desire for it?
You might talk to your overweight potential client like this…
——————————————————————–
Imagine yourself walking briskly along a hot, sandy, sun drenched
beach. An azure haze hangs over the skyline as the warm wind
caresses your bare skin.
As you stride confidently to your favorite spot, your breathing is
normal, and your body relaxed. You smile to yourself, knowing you
could walk for miles like this without becoming fatigued.
The beach is busy, and as you glance around you catch the eye of
someone of the opposite sex. They smile at you, and you smile back.
You walk assuredly into the water, and swim a couple of hundred
yards out and back with ease. Lying back on your towel you can’t
help but think…
‘Life Has Never Been So Good’
OK, now stop dreaming, and answer this question. Did you have a
little trouble seeing yourself in that picture? If so, then take
heart.
A slim, sexy figure and abundant self-esteem can now be yours,
thanks to the amazingly simple and easy to follow…
——————————————————————–
Do you see how indirection works? You don’t have to come right out
and tell your potential client people will appreciate them, and
approve of them as a result of what your product can do. You don’t
have to tell them they’ll no longer feel embarrassed by their
weight in social situations.
The story does it for you. Now you’ve got their undivided
attention, and a real chance to prove your product is unique and
that it works.
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Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world
famous copywriting anthology “Masters of Copywriting” featuring the
marketing wisdom of 42 of the world’s greatest copywriters,
including Clayton Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and
dozens more! For a FREE excerpt visit the link
http://www.Sellingtohumannature.com/Copywriting-Secrets.html
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Article Source: http://EzineArticles.com/?expert=Daniel_Levis
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