Emotional Connection - Why Do People Buy?

Emotional Connection - Why Do People Buy?
People buy based on emotion. You can benefit from this
with careful planning and execution of a plan. It all
starts with your target market. Having a narrow target
market allows you to create a conversation with your ideal
customer through your marketing.

Selecting the best possible target market is not easy.
Your target needs to qualify in the following ways:
- Viability - they must be willing and able to pay for what
you are offering and they fit within your life or lifestyle
- Need/want - they must need, or at least want, what you
are selling
- Access - you have access to this segment of the market
- Happiness - you need to enjoy working with them
- Fit - your niche (expertise) marries well with them

Once these criteria are met, you need to communicate with
this group using emotion. You may have heard about using
pain in your marketing, for good reason. It works! By
illustrating your target's pain, you are playing on their
emotions and getting their attention. Then you can inform
them that you are the solution and can take the pain away.

This may sound manipulative because it is. All marketing
is manipulative to a point - you are trying to convince a
person to take a particular action. This is not negative;
you are trying to get your target's attention to help them
solve their problem. You do not have to use your power for
evil!

By having a target market in mind, you can more easily
write effective copy for your website, your 30-second
introduction and all other marketing materials. Without a
target market, your marketing message comes across bland
and diluted. You probably also look and sound just like
everyone else. By 'speaking' to one narrow segment of the
population, you can really zero in on their specific needs,
speaking to him/her as though they are sitting right next
to you, making an emotional connection.

If you are in a field that is particularly emotional, like
therapy of any kind or anything to do with children, your
marketing message would be most effective if you could make
the prospect actually tear up or cry. They would feel as
though someone finally really understands them and can help
them! (Because you DO understand them and you CAN help
them.)

Some industries can use pictures to evoke an emotional
reaction. Don't you just love looking at before and after
pictures? Interior designers, professional organizers and
make-up artists are only three fields that benefit greatly
from using this technique. Just about anyone in the
wedding industry should use pictures to draw in their
prospects.

Let your personality and your passion really show through
your marketing. This is what your prospective clients
want. They want to feel you know them. Sometimes your
prospect needs time to make a decision; building a
relationship over time helps a great deal in making this
emotional connection.

Some ways to create and grow a connection with 'your
people' include putting new information on your website
regularly, collecting names and sending this list a
newsletter and/or a blog and networking.

By really knowing your target market's problems and needs,
and your solutions, you can give them exactly what they
want. When you demonstrate your expertise, you build
credibility in their eyes, and when you regularly remind
them of your existence, you will be the only one they think
of when they are ready to buy. Of course - you already
have a relationship!

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Audrey Burton, Small Business Coach, is "The Tigress". Get
her FREE Special Report, "Closing the Sale is Not
Complicated!" with her FREE monthly email newsletter at
http://www.TigressCoaching.com .