Do You Market To These Emotions Online?

Do You Market To These Emotions Online?

Copyright 2005 Daniel Levis



What can Mother Theresa and Charles Schwab teach you about

marketing online.



Certainly these two historical figures saw two vastly

different worlds in their lifetimes. Mother Theresa spent

hers with the poorest of the poor, while Charles Schwab

spent his with the richest of the rich.



But look at these two famous quotes.



"There is more hunger in this world for love and

appreciation than for bread" Mother Teresa



"I have yet to find a man, however exalted his station, who

did not do better work and put forth greater effort under a

spirit of approval than under a spirit of criticism."

Charles Schwab



Do you see the underlying thread?



Regardless of who you are selling to, from one end of the

social spectrum to the other, and everywhere in between,

human beings are looking for appreciation, and approval,

above all else.



Show your customers how the use of your product yields a

sense of importance, and recognition, or how it helps them

avoid embarrassment and indifference, and you will make

many more sales than if you simply describe the qualities

of your product.



But it takes a certain kind of selling to pull this off.



While your advertising can speak directly about the

features of your product, and explain what those features

do for your customer, it is much more difficult to transfer

emotional meaning with the same directness.



Yet it is the emotions that trigger desire in the buyer. As

an advertiser, it is your job to bring those desires that

already exist in the buyers mind to the fore. To stir them

to life, so to speak. And the best way to do that is

through indirection.



By wrapping your sales message up in a story, you give your

prospect permission to imagine. You're not telling them how

they should feel. They instinctively project themselves

into the tale. They can't help themselves. It's what we all

learnt to do as little children.



Remember this. Without imagination, there is no desire, and

without desire, there is no action.



When someone comes to your website and reads your copy, do

they see themselves using your product? Do they see

themselves living the results of using it? Even more

importantly, do they see others approving of them, and

appreciating them for having done so?



That may sound like a strange way of thinking about a

product, but let me give you an example of what I'm talking

about.



Let's say you're selling a diet plan. How do you use

indirection and storytelling to trigger your prospect's

desire for it?



You might talk to your overweight potential client like

this...

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Imagine yourself walking briskly along a hot, sandy, sun

drenched beach. An azure haze hangs over the skyline as the

warm wind caresses your bare skin.



As you stride confidently to your favorite spot, your

breathing is normal, and your body relaxed. You smile to

yourself, knowing you could walk for miles like this

without becoming fatigued.



The beach is busy, and as you glance around you catch the

eye of someone of the opposite sex. They smile at you, and

you smile back.

You walk assuredly into the water, and swim a couple of

hundred yards out and back with ease. Lying back on your

towel you can't help but think…



'Life Has Never Been So Good'



OK, now stop dreaming, and answer this question. Did you

have a little trouble seeing yourself in that picture? If

so, then take heart.



A slim, sexy figure and abundant self-esteem can now be

yours, thanks to the amazingly simple and easy to follow...

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Do you see how indirection works? You don't have to come

right out and tell your potential client people will

appreciate them, and approve of them as a result of what

your product can do. You don't have to tell them they'll no

longer feel embarrassed by their weight in social

situations.



The story does it for you. Now you've got their undivided

attention, and a real chance to prove your product is

unique and that it works.







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Daniel Levis is a top marketing consultant & direct

response copywriter based in Toronto Canada. Recently,

Daniel & world-renowned publicist & copywriter Joe Vitale

teamed up to co author "Million Dollar Online Advertising

Strategies – From The Greatest Letter Writer Of The 20th

Century!", a tribute to the late, great Robert Collier.

Let the legendary Robert Collier show you how to write

words that sell...Visit the below site & get 3 FREE

Chapters!

http://www.Advertising-Online-Strategies.com/ad-strategies.h

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