Our fears, whether they're of illness, loss, or social rejection motivate us to make wise decisions by forcing us to consider negative possibilities -- "Will I die if I don't follow this diet?" "Will my business collapse if I don't purchase this software?" "Will I be embarrassed if I don't use this deodorant?"There are four kinds of consumer 'fears' that you can leverage to your advantage.
- Fear that the status quo will go from good to bad and from bad to worse if he/she doesn't buy your product
- Fear that the consumer will be paying more than is necessary unless he/she does business with you
- Fear of making a mistake in choosing a solution unless it's YOUR solution
- Fear of losing out on an opportunity unless they act now and purchase your product.
Ask yourself: What will my customers stand to lose if they do not buy my product or service? When you've figured out the answer, you've identified a key sales point for your sales letter.
2 comments:
Maybe I'm not a very good salesperson, but i don't like the idea of using people's fears to sell them something. I prefer the benefit-based motivation; that way, my customers don't feel like I'm a vulture, but someone who enriches their lives.
Very insightful Yaqoob, but fear is really a loss a control over one's well being -- it's my number one hot button. Insurance companies used to sell on the fear approach but have found more success selling on the more positive "peace-of-mind" approach. Michelin shows the baby in their commercials as a mnemonic for safety. They don't show crashes.
Post a Comment