Tuesday, August 11th, 2009...12:01 pm

Are You Getting a Little Emotional?

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     My good friend Steve Dorfman  once told me that all buying decisions are emotional and then we back those emotional decisions up with logic to support them.

     Seems kinda bass ackwards if you know what I mean…

     But the fact is that emotions are what sell a product or service.  And tapping into the emotions your potential customers are feeling can unlock a whole new world of opportunity and success for you and your business.

     Let me give you an example…

     Many of my friends have taken a beating in the market over the past year.  Most of them have many years to make up ground and secure their financial futures…  but others are not so lucky.

     I was out to lunch with one of the not-so-lucky-ones last week – we’ll call him Bill. 

     Bill is a 58yr old Vice President of Sales at a software company.  Over the past year he’s lost about 40% of his net worth in the market… not uncommon these days.

     But for Bill the emotion wasn’t focused around loosing the money… he was petrified that he would outlive his savings and not be able to provide for himself or his family.

     Good marketers and sales people don’t stop at the problem (I lost 40% of my net worth) they get to know their potential customers and tap into the emotions behind their problems.

    What emotions are your prospects going through that are relevant to your product or service?

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Filed under Business, Copywriting, Sales

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