This gets to the real reason why people buy...not the one you think [part 2]

ewenmack · 07-01-2011, 02:03 PM

"I'm not a compulsive buyer by nature...but there are certain things that I'd buy almost instantly if it hits home by way of talking to me and me alone."

*Here's an example of a "not the obvious benefit" in action

*A Billion+ marketer's thought on the subject

It was from a client who used my ad critique service.

I asked if he wrote the copy himself or hired someone.

Then he opened up about the pain and time it took him to get where it was when I came on the scene.

And it was a couple of lines of mine which "hit the nerve" with him...
it was like "yeah man you know exactly what it was like".

Bam, I struck gold!

It was an inkling that the pain of writing your own ads and tearing it up so many times until it sucks the life out of you , was what was going on in my prospects world.

Now that it was confirmed I can make that the main theme.

What would be an obvious benefit for a copy critique, before knowing this?

I don't know, you tell me.

I remember years ago Ted Nicholas in one of his books talking about the secondary benefit being the most powerful marketing concept there was.

My take on it is that you find it as a pent up emotion that already exists in the buyers world.

We tap into the existing state of mind.

It's not clobbering them with bigger and bigger promises of their dreams coming true and that of their unborn.

Gotta click with their existing world.

Anyway, just expanding on the topic.

Best,
Ewen

07-01-2011, 02:03 PM	#1
ewenmack Senior Warrior Member War Room Member Join Date: Mar 2006 Location: Auckland, New Zealand Posts: 2,092 Thanks: 790 Thanked 1,027 Times in 558 Posts	This gets to the real reason why people buy...not the one you think [part 2] "I'm not a compulsive buyer by nature...but there are certain things that I'd buy almost instantly if it hits home by way of talking to me and me alone." Here's an example of a "not the obvious benefit" in action A Billion+ marketer's thought on the subject It was from a client who used my ad critique service. I asked if he wrote the copy himself or hired someone. Then he opened up about the pain and time it took him to get where it was when I came on the scene. And it was a couple of lines of mine which "hit the nerve" with him... it was like "yeah man you know exactly what it was like". Bam, I struck gold! It was an inkling that the pain of writing your own ads and tearing it up so many times until it sucks the life out of you , was what was going on in my prospects world. Now that it was confirmed I can make that the main theme. What would be an obvious benefit for a copy critique, before knowing this? I don't know, you tell me. I remember years ago Ted Nicholas in one of his books talking about the secondary benefit being the most powerful marketing concept there was. My take on it is that you find it as a pent up emotion that already exists in the buyers world. We tap into the existing state of mind. It's not clobbering them with bigger and bigger promises of their dreams coming true and that of their unborn. Gotta click with their existing world. Anyway, just expanding on the topic. Best, Ewen