Sometimes I wonder how many times people come into my office and they find me staring up into space. People must think “does this guy actually do anything?”
Well…. in fact, on the contrary – I’m doing something very important that not a lot of people consider doing while at work. Dreaming. A Mariah Carey song just came into my head… “You’ve got me feelin’ emotions… deeper than I’ve ever dreamed of”… Feel free to sing along with me…
Dreams are everything really. Everyone wants to live the “American Dream.” And it differs slightly for everyone. Sometimes it’s spending a weekend away with the family. Sometimes it’s enjoying a fishing trip with your kids. For some its starting their own company. These are all valid, very real, and also very important.
As much as you think your products features are so cool and therefore you think everyone else will think so as well, it’s not the best way to go about selling or marketing. That’s not what your customer wants to hear. Instead, think – how will a feature help them obtain their dream?
For sales and marketers, this is vital to consider. Here are a few tips to get you thinking and possibly to change the way your message is delivered.
1. Take Time for Daydreaming.
First and foremost: Visualize. Test your idea coming to life and people responding to it. What does it look like? What do people say about it? What kinds of questions do they have? Preparing yourself with mock answers helps you think more on your toes when questions arise in the future. Maybe you rehearse a sales call in your mind before dialing. You visualize telling a joke and everyone laughing hysterically when you reach the punchline.
2. Avoid the Features.
Yes, everyone likes getting a good product for a bargain price. They want to satisfy every item on their checklist. But what are you compared to your competition then? Rattling off the features doesn’t make the longest lasting, most fulfilling customers. It’s not even that fulfilling to the buyer at that point. People want to live their dream or know they are taking steps to achieve them.
3. Appeal to Emotions.
Sell with emotion. For marketing, paint the picture of perfect that your customer is so longing to hear. I was recently talking to a friend who was looking for signups to a web development clinic they are hosting. They liked mentioning the things they were going to talk about like software architectures and processes. But I asked how is that going to get someone to act, especially if they don’t know what any of that stuff is? Instead, I said, appeal to their emotions by saying: “Are you sick of the 9 to 5, punching the clock for 10 bucks an hour? Start living the good life of being the programmer and make 60-80k a year!” This could include imagery of people riding boats, at the beach, driving sports cars, etc.
Believe it or not, people want to make decisions emotionally. It’s more fun for everyone. Which takes me to my third point…
4. Get to Know Your Audience’s Dreams.
Like I said earlier, everyone has a slightly different dream. If you can find out what that is, selling to the emotions becomes natural. Ask pointed questions to find out your customers dreams so you can have a custom tailored pitch sure to resonate with them.
5. Pre-plan Your Desired Action.
What is it that you are looking for? What is your dream? When you define it specifically, you can start making a plan to figure out the steps to get there. This is your dream plan. When you have it created you pretty much have a road map to achieving what it is that you’re after. You can also do this in your sales and marketing. Plan the course your customer will take when navigating through your website, and also through the questions they may have when discussing your product or service.
Appealing to emotions have big payoffs. Start by hitting up these 5 steps and maybe too, you’ll be living your dream sooner than you thought.