Month: January 2018

Forget Logic and Facts, Arouse Emotions

There are no facts, there are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. All truth is relative. Relative to your mind or the mind of another human being. You believe what you want to believe. So, your job is not to sell logic, but to arouse emotions.

Don’t focus on the product

If the secret of success is getting into the prospects mind first, what strategies are most companies actually going with? The “Better product strategy”… trying to convince strictly through logic. This is where most people make their mistake in marketing by thinking you’re fighting a product battle rooted in reality. Marketing is a battle of perceptions, not products. Regardless of reality people perceive the first product in the mind as superior and to get there you have to trigger emotion.

Think this only applies to B-to-C, think again, and check out this article on how emotions and personal values come into play in the B-to-B space compared to business values. Why, you ask? “B2B purchasers potentially have a lot more to lose, such as their credibility, future budget allocation, and ultimately their job. Fear is the most powerful emotion coloring our decisions. 

How to do it

Firstly, let’s try to avoid strictly trying to imply our product is better and lets not focus too much attention on features like: size, speed, power, etc. Instead, let’s focus on benefits received and find an emotional connection…how will it help them? Here are some strong buying emotions: pride of ownership, style, security, vanity, prestige or status, peer pressure, self-improvement, health, love of family. When there is a lack of difference between products, emotional factors are magnified, not diminished. People also need a rational excuse to justify their emotional decision, so give them one.

Some other things to consider

If you can involve the senses, go for it as this highly increases your chances. Consider what your price is saying… if you put the exact same product on the shelf side-by-side  (say cheese) with different packaging and mark one $1.99 and another $7.99, the implication to the consumer is that the $7.99 one is much better… you may actually sell more of the more expensive one… it becomes more desirable as the price goes up. Also know that many customers make buying decisions based on secondhand perceptions… they base their decisions on someone else’s perception of reality… be aware and adapt.

Some great reads that I borrowed liberally from:

Positioning by Al Ries and Jack Trout

22 Immutable Laws of Marketing by Al Ries and Jack Trout

How to Master the Art of Selling by Tom Hopkins



Who is your ideal customer?

Here’s a good starting place for creating a little separation between you and your competitors…choose your clients as carefully as you choose your friends. If you properly target your clients, you will discover that you no longer have to work with A-holes. However, you have to have a concrete picture of what that ideal customer looks like. You have to know what your customers are attempting to solve when they buy your product/service. What are you really selling… peace of mind, status, pain relief? You need an ideal prospect profile: what they want + their problem + how they buy + the best way to communicate with them… why do people buy what you’re selling?!

Who is NOT your ideal customer?

Once you know who is your ideal customer, now it is time to ID those that are not. Some customers may have been a bad fit from the start, but in many cases it is just that your customers’ needs have changed over time and so has your focus… what once may have been beautiful just doesn’t work anymore. You need to ID these customers. Who are the customers that you no longer make a profit on, don’t respect the value you bring, don’t pay on time, and overall just don’t do their part. If you don’t root them out they can destroy your entire business.

It is a big world out there… you can proudly leave out 99% of it! It is completely okay to confidently exclude people and proudly say what you are not. Also know that when your target 1% hears you excluding the other 99%, they will become even more enamored with you.

Get rid of duds

Get rid of your dud clients. You don’t have to fire them but you do have to find a better fit… you may even be able to refer them to a colleague who may be a better fit. All relationships naturally cycle, those that are a good fit today may not be so tomorrow. Try to filter out unsuitable clients upfront… tell potential customers what you are/aren’t in your marketing and sales material

Now, hyperfocus on those ideal customers…who are your 1,000 True Fans?!

Make it crystal clear in every thing you do who is/isn’t your ideal client and watch your revenues and profits climb and headaches disappear.