The Unconscious Marketing Secret of Emotions

Most people make up their minds very quickly about whether
to buy your product or service.

These fast decisions are made unconsciously. So, if you
want to influence them, you have to communicate at an
unconscious level.

As the unconscious mind is the domain of the emotions, one
of the best ways of reaching it is by appealing to the
emotions. The most successful marketing usually works at an
emotional level.

In his classic 'Think and Grow Rich,' Napoleon Hill
identified a number of different emotions which he believed
people could relate to. The positive emotions are desire,
faith, love, sex, enthusiasm, romance and hope.

Of all the positive emotions, the most important one is
hope. While there is hope, there's always a chance for
something else. If you can hit on those hot buttons in your
marketing, particularly on the power of hope, you will have
more chance of being successful.

There's also, of course, a negative aspect to emotions.
Hill's negative emotions are jealousy, hatred, revenge,
greed, superstition, anger, and fear. Again, these often
provide motivation for people to buy things. With jealousy,
for example, they want to buy something in order to make
sure they're seen as being better or having better results
than somebody else.

Some of these emotions are quite strong, but you can often
use them in your communication. Greed, for example, is very
powerful because everybody wants the best for themselves
and their families. If you can help people satisfy that,
you have a very strong position.

Of all the negative emotions, the one that has the biggest
power is fear. Sometimes it's fear of making the wrong
decision.

Hill also talked about the 'ghosts' of fear – poverty,
criticism, ill health, loss of love, old age, and death –
the things that people naturally fear. If you can offer a
solution to help people to overcome those fears, you will
have lots of buyers.

There's nothing wrong with appealing to negative emotions
if you're offering people a solution. If you can move them
from the negative into the positive, then you have a
win-win situation. Your customer is happy because you've
taken him away from the negative emotion. And you are
happy because you are likely to have made a sale.

So, think about which positive and negative emotional hot
buttons will work for your customers so that you can use
them in your marketing.

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Robert Greenshields is a marketing success coach who helps
entrepreneurs and independent professionals develop the
success mindset and marketing strategies for a better
lifestyle. For more info visit
http://www.mindpowermarketing.com