Is Your Product Sold With Emotion Or Intellect?

For all small business owners out there, I’d like to pose a primary question, “Is your product sold with emotion or intellect?”  Now some of you will think this a silly question and immediately answer, “Both!”.  It’s not so silly.

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A cruise line needs you to imagine yourself having the time of your life on their cruise.  Everything they say and do uses an emotional (experience-based) appeal.  They show images of exotic ports of call, elegant dining, well-dressed, good-looking people dancing and families having a grand old time.  Other than price, which is downplayed, is anything mentioned to get you to make your decision on an intellectual basis.  All copy is directed to describing wonderful experiences, new friends, and everlasting memories.

Tools, on the other hand, are sold using a strictly intellectual (fact-based) approach.  You’ll read about the fine workmanship, excellent materials, lifetime “replace it if it breaks” guarantees, and testimonials from professionals and “do-it-yourselfers”.  You make your decision based on facts and how the tool fits the your needs.  No “imagining” necessary.

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Let’s get a head start.  Below I list, as a guide, products that most often use emotional approaches and those that use intellectual approaches.

Does Your Product Fit The Emotional Or Intellectual Model?

Emotional

  • Travel
  • Restaurants
  • Clothing
  • Beauty products
  • Wine and Spirits
  • Candy and Snacks
  • Soft Drinks
  • Fragrances
  • Entertainment
  • Books & Magazines

     

Intellectual

  • Home repair
  • Financial Services
  • Auto Repair
  • High-ticket technology
  • Appliances
  • Professional Services
  • Work Tools
  • Education

P.S. – There are notable products like automobiles or new homes that do use a two-tier approach.  First they use emotion to get people imagining themselves driving the car or living in the home, then use facts and figures to close the sale.

More Marketing Consultant Advice

For over 30 years I have been giving marketing consultant advice to many businesses.  I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to http://www.moneywordsmarketing.com/alans-blog/.

Continually Educate Your Customers And Prospects

How many times have you heard about the importance of building a strong E-Mail Database?  You hear it so often because it has become an absolute essential for doing business.
Many go to great lengths to get valid e-mail addresses.  Being a marketing consultant in Arizona who also offers online copywriting services, I do it all the time.  I give away lots of free “How-To Tips”; you can get them by signing up on my website (MoneyWordsMarketing.com) with your e-mail.  Then I send you more meaningful tips every few weeks.

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My clients like this because it refreshes what they learned and prospects that haven’t done business with me yet report they get a lot out of them.
If you can educate both your customers and prospects in a non-threatening way, you will be on the top of their mind when they have need for what you provide.  And that, dear readers, is what marketing is all about.

More Marketing Consultant Advice
As a long-time marketing strategist and copywriter, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to http://www.moneywordsmarketing.com/alans-blog/.

Don’t Copy The Mega-Marketers

SBOs (Small Business Owners) are unduly influenced by Mega-Marketers like Proctor and Gamble, Coca-Cola, GEICO and McDonald’s.  They read about them in books, magazines and blogs.  They study their advertisements and try to emulate them (“We should do something like that.”).  And they cause themselves untold grief.

These behemoths of marketing use a formula that, if copied by the average SBO can bring financial ruin.  Their formula is this:  Creativity + Repetition = Awareness.  Boiled down to its essence it says this, “To create Brand Awareness

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1. “Grab attention using the most creative, unexpected and provocative images, statements and characters in your advertising
2. Repeat, repeat, and repeat!

When small businesses try to copy that formula they fail because they don’t have the money to carry it out.  C+R=A relies on putting your message in front of your prospect as many times and in as many places as you can.  They can afford the production costs, airtime, and mailing costs.  P&G will spend upwards of $1 Billion and six months to introduce a brand.

If you don’t have their budget, don’t copy their methods.

More Marketing Tips

As a long-time marketing consultant in Arizona, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to http://www.moneywordsmarketing.com/alans-blog/ and follow me on Twitter @MA_TWIZDOMS

 

 

To Sound Like An Expert – Hire One!

Harry Beckwith, award winning marketing author and speaker, has it right. “If you want to sound like an expert – hire one!”  This is true not only for high-profile CEOs but also for forward-thinking SBOs (Small Business Owners).

Whenever you put yourself or your company out to the public, via websites, brochures, advertisements, sales calls, networking events, etc., you want to put your best foot forward.  And that foot is your Unique Branding Message.

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Too often, SBOs decide that since they’re experts in their particular business, they are equally as expert in creating the messages that make prospects and customers sit up, take notice and listen.

Unfortunately, this is far from the truth.

If you’re an SBO and want to market your business successfully, do what CEOs do – hire a professional copywriting service to craft and articulate your Unique Message – and then communicate that message every chance you get.

It costs less than you might think and will return dividends for years.

More Marketing Tips

As a long-time copywriter, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to http://www.moneywordsmarketing.com/alans-blog/.

Contact me, the marketing consultant in Arizona for Valuable tips.