In my private consulting & copywriting practice, I come across a lot of people who sometimes confuse sales with marketing. They’re not the only ones. You see so-called experts get it wrong all the time: Marketing/Sales Workshop: "Sizzling Marketing Ideas to Close More Sales."
What these people are confusing is this:
Marketing is the art of getting warm, interested, live bodies sitting across the desk from you (or on the phone, or visiting your website), that you have never met before.
Sales is getting those same breathing individuals to buy from you!
I have been doing a lot of marketing research on the financial services industry recently.
So far, without exception, every one of those "marketing self help" books provides some great tips on how to better close a sale. The only glaring problem is they provide very little guidance on how to get people in front of you to close in the first place!
Why is this? For the simple reason that the industry leaders have no clue about how to market, so they focus all their energies on sales training help.
Let’s face it. Selling is a heck of a lot easier than marketing.
I'm willing to bet in your business, if I could plunk an interested warm body in front of you, that you’d do a pretty good job of getting them to try your services.
You and I both know you can sell. That’s not your problem.
Your problem is getting the people to sell to!
I’m going to let you in on a little marketing secret. The reason why most people find marketing hard, is because they use logic and “intellectual” reasons to get people to respond to them.
Instead of emotions and empathy.
Remember the people you’re marketing to have no idea who you are. They don’t know how you can help them and how immensely valuable your service is to them.
All they see is someone coming at them with another thing to sell.
But here’s the thing. If you don’t use emotion to get them interested, then they’ll never find out how invaluable you are, because you’ll never get the chance to enter into their lives.
Nobody buys anything based on logic. They make 100% of their decisions based on emotions, and then rationalize their decision afterwards!
That’s because at the end of the day, all that we humans are, is a giant sack of emotions. We’re an emotional species. We can’t separate our emotions from our thought processes. We all have very strong feelings about the decisions we make.
So why does just about every business do the exact opposite?
Because of all that marketing mis-information out there.
So how do you transform your marketing from appealing to their intellect, to their emotions?
By following these four critical rules for emotional based marketing:
- Getting to know your prospect’s mind, inside and out. Get in touch with what they’re thinking and feeling (which is not your product or service, I guarantee!).
- Talk about them in your marketing, not yourself and your company (this one is tricky because it really goes against the grain of conventional "marketing wisdom").
- You must first talk to them about their lives, desire, fears and wants. There will be time later to talk about what you offer. First, you have to get in the gate by making them curious and interested. The only way to do that is by taking the time to build curiosity, empathy and compassion.
- Not making the mistake of telling people what you think they need, instead of what they truly WANT!
Still not convinced about the power of emotional based marketing? Next time you go to make a decent sized purchase start being aware of your own thought processes.
Observe how it’s an emotional driver that makes you want to buy, but then notice how your logic kicks in afterwards, to justify the buying decision!