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Let me Show YOU What Could Increase Your Sales to Unprecedented Levels

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Posted 21st September 2014 at 05:49 AM by Jomuli3

No elements of your sales copy may ever pull-in more sales like it, to enable YOU rake-in higher profit

Its money-making power is almost equal in value to the products it sells – find out how and why! It is all here

Emotions do the actual selling by raising the very last thing prospects need, to reach for their wallets. Emotions raise desire to buy. Benefits, on the other hand, arouse emotions.

Let us look at an illustration.

Imagine you are looking for a spanner. Your car has developed a fault. You have been moving from one hardware shop to another but in vain.

‘What kind of hardware shops are these which can’t stock a simple spanner?’ you grumble as you continue looking for one.

A young boy who has seen your disturbed face tells you the least expected small shop across the road has an array of spanners.

Like an overcast sky that is opening, your face glitters with hope. You automatically start imagining yourself reaching your destination. You hear voices and foot steps of friends and relatives as they run to welcome you --- to passionately hug you.

It’s like a jab of happiness has been given to you.

This is what happens when you use emotions and benefits in your sales copy. Benefits can help you arouse emotions by allowing you to paint pictures of your prospect experiencing or enjoying them.

If these emotional benefits are written in bullet form, and connect with your prospects’ pain points well, you could increase your sells to unprecedented levels.

By showing how each of your emotional benefits crushes pain points, in bullet form, you keep on raising the vibration rate of your prospects’ desire.

You can now clearly see and feel that ---

The role of emotions is way far more important than that of the entire sales letter content. This is more so especially when emotions are clad in benefits to make emotional benefits.

This role is neither replaceable nor interchangeable.

To prove that emotions and benefits need each other ---

What is relaxation (complex emotion) if you don’t show the benefits which can bear it in your product or service?

What is pride (emotion) if you don’t show the benefit in your product that could create it?

Benefits help us arouse appropriate emotions to create burning desire for your product or service --- to, consequently, uplift your sales.

Let me prove the claim that the role of emotions is far more important than that of the sales copy content in its entirety.

But first ---

Note that the headline is the one that is read more than any part of a sales letter. This, however, doesn’t mean it actually sells. It just compellingly ushers prospects into the sales funnel --- it throws meat into a den of hungry lions (various elements of s sales letter.)

Now here are the findings ---

Research findings say that the ratio of emotional response to a television advert to that of the entire content is 3 to 1.

Emotions influence consumer decision-making by 2:1 in comparison to
entire content in a print ad.

Fig. 1. Graphic representation of the influence of emotions and that of entire
ad content on consumers’ buying decisions ( print ad. )

Fig 2. Graphic representation of the influence of emotions and that of entire
ad content on consumers’ buying decisions ( TV ad.)

This is not the only relevant research finding that positions emotional benefits above any sales letter element.

A flabbergasting research finding

Antonio Damasio, a professor of neuroscience at the University of California, argues that almost all decisions are emotion-driven.

Believe it or not that is the naked truth.

He goes on to talk about ---

How past experiences affect our decision-making process

Past related experiences stored in the memory depositories of our subconscious minds affix value to what we determine.

Emotions from those past related experiences create overriding preferences which determine our decisions.

Let us exemplify this ---

Imagine you were once beaten by a snake. Would you prefer to walk along a similar path in tall grass at night, to taking a clear safer longer route?

Surely, you would prefer a clear safer longer route.

You see, the fast heart-drumming emotional experience you had when you were beaten by a snake affects your decision. The experience is extracted from deep down your subconscious mind and thrown into your conscious mind to put your reasoning into disarray.

The daring decision of walking along such a path puts your imagination into action. You visualize what could happen again. The mere recollection of that fateful night --- overwhelmingly, you could be left with no option but to go the way of your emotions.

This boils down to ---

The principle of similarities creation consistencies

To take this further up, let us examine a few common decisions we make.

If you fell in love with someone but she shifted to a faraway town, you could greatly miss your beloved friend.

If somebody who looks like him/her comes your way, without reasoning over it you could fall in love again.This could happen even if you are not certain of her personality.

Emotion-rich memories of your old friend who looks like the one who has attracted you could flood your conscious mind, compelling you to make a befriending decision without question.

Now let us learn more from Damasio’s study

Professor Damasio studied people whose connection between the thinking and emotional areas of their brains had been damaged.

However, these people were able to rationally process information. They were able to come up with logical alternative solutions to problems.

But astonishingly, ---

--- although they had good alternatives, they failed to make decisions because they had no sense of how they felt about those alternatives. The alternatives couldn’t fire any emotions. In other words there was no back-up of related past experience from the subconscious mind.

We can assertively affirm that ---

Without emotions people can hardly make decisions --- including buying decisions.

No wonder it is said that ‘emotions are almost as important as the products they sell’ – ‘people buy on emotion.’

What would happen to products if there were no emotions?

This could mean---

– people could hardly make buying decisions resulting in low sales or no sales at all in some cases.

What else?

Here is another study ---

--- which was conducted to determine the irreplaceable role of emotions.

A woman was hypnotized. While in her hypnotic trance she was told not to remember number 7.

Later, when out of her hypnotic state she was told she could win $1 million dollars by answering a simple question.

‘What is the answer to 4 plus 3?’

Two more chances with the answer being 7 were given.

She, astoundingly, completely failed to give the correct answer (PBS TV program)

When told to count fingers on her hands, she counted 11 fingers to her own surprise. This was because she skipped the ‘forbidden’ number 7. It was locked in a strong room in her subconscious mind --- the conscious mind could not access it.

The link between the conscious mind and the subconscious mind was broken. A decision about the correct answer couldn’t be reached by the conscious mind without memory input from the subconscious mind.

Remember, this was in the presence of an alluring reward of $1 million.

Now, ---

Let us find out how to sharpen the power of our emotions in a sales letter.

Enhancing the power of Emotions to drive sales and increase your profit

Emotions work effectively when they are joined to benefits --- to make emotional benefits. Benefits link to the product through features. These products then attract sales.

What are you selling, emotional benefits in a product or the product itself?

By truthfully answering this question, you will discover the source of the saying --- ‘sell the sizzle not the steak.’

Many people trade but they don’t know what they are selling. They can’t sell effectively because they are dealing with the wrong thing --- the product (a heap of features.)

A product is really NOTHING but a ‘heap of features assembled in a special way (my own definition.’)

We can then call this heap of assembled special features --- a table, cup, bed, car etc.

Mere mention of the product will not sell it. It’s the benefit ingeniously embedded in the features, which sell --- emotionalized benefit, preferably.

‘What is it in this product for me?’

That is the question ringing in the minds of consumers.

Don’t sell the product but the emotional benefits in the product.

With water, you sell ---

- The cool stoppage of profusely pouring sweat on your sticky sweaty body
- The magical vanishing of embarrassing body odor from one’s armpits
- The softening of your hard tooth-dislocating rump steak in a boiling pot
- The curing of your ‘cracking’ dry throat because of thirst
- The pleasure of sitting in cool water in a bath tab in a hot afternoon.

Don’t sell your product, sell its emotional benefits then you could be ‘selling the sizzle not the steak.’

‘Emotions are almost as important as the products they sell.’ This is because our buying decisions are to a large extent determined and anchored on emotions as we have seen in our research findings and personal experiences.

These emotions come from our bottomless memories of strong past emotional experiences.
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