Getting Them to Buy
People buy on emotion. They buy because something feels right in the moment, or promises to make them feel good in the future. The intellect plays a role (and some will try to convince you that it's the predominant force in their buying decision), but the truth is, all human beings buy to avoid pain or to gain pleasure. It's all about emotions.
How do you tap the emotions of your prospective clients? How do you reach them and make them feel great? How do you capture their trust--the most vital commodity of any business?
Get in the room with them. Only when you're in the room with potential buyers do you have the unparalleled opportunity to win their hearts and gain their unwavering trust. The fact is:
Your print ads won't do that.
Your stellar article won't do that.
The Yellow Pages won't do that.
Direct mail won't do that.
Publicity won't do that.
And your award-winning website won't do that.
You must be in the room with them.
It's your only chance to shape a positive, memorable perception of you and your product or service. You have no control over what they think or how they feel with any other marketing vehicle.
“Traditional advertising works primarily as a monologue. Today’s companies will gain considerably by setting up systems that enable dialogue to take place between the company and its customers and prospects.”—Philip Kotler
To succeed in business--get in the room with your prospects and give them an experience they’ll never forget!
Joseph Pine and James Gilmore, consultants to Fortune 500 companies, wrote in their bestseller, The Experience Economy, that our economy has shifted from a service economy to an “experience” economy.
“It is simply not enough to offer goods and services anymore…Customers want experiences —memorable events that engage them in an inherently personal way…”
What is an “experience”? An event that provides four distinct gifts to its participants: escape from the ho-hum every-day; esthetic stimulation—an environment that taps all of the senses; entertainment and education. All at once.
“Those companies that capture this economic value will not only earn a place in the hearts of consumers, they will capture their dollars…”
Based on the latest economic trends, I advise all business owners to get out and speak in public to promote their business. To get in the room with their prospects. Again, no other marketing vehicle can stimulate the emotions as powerfully as getting your prospects together in a room with you.
Then, capitalizing on the very hottest business strategies, I encourage all business owners to give their audiences an experience--complete with escapism, estheticism, entertainment and education. As a business owner you need to get 3 results, or you’re out of luck. You need your clients 1) wanting more of you; 2) telling others about you; and 3) coming back for more.
In other words, they need to be in love with you and what you offer. For that, you must be in the room with them. From there, give them an experience they’ll never forget, and you get all 3 results in one fell swoop.
One more “hot marketing tip”: Did you know the most successful Fortune 500 companies are utilizing what is known as “education-based marketing”? Teaching their clients, rather than selling them. It’s one of the most vital aspects of an experience.
The world of business is changing, and so are the strategies and tactics for getting consumers to buy. If you want to succeed—and of course you do!—then you need to be right at the forefront of the most cutting-edge business practices.
Get in the room with your prospect and give them an experience they’ll never forge—and you’re there: right on the leading edge.
I look forward to being in the room with you when you offer your experience!
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