Contrast: A Very Powerful and Persuasive Selling Technique

Let me ask you . . . What do these marketing approaches all have in common?

• Before and after images of dieters
• Lifeless, straight, dull hair compared to vibrant "bouncy" glistening curls
• Smokers that have kicked the habit that now enjoy a new "lease on life"
• You driving your old jalopy and you sitting behind the wheel of your brand new car
• Blurry vision before vs crystal clear vision now
• Stuck with a boss and job you hate and the relaxing new Internet six-figure lifestyle

The technical marketing term is perceptual contrast. But let's not make this simple principle harder to understand than it needs to be.

The results of a buyer making a purchase are never perceived in a vacuum - the buyer first contrasts current actual circumstances with a new perception of how things will be different (and better) after the purchase . . . perceptual contrast. In all reality, things may not change at all after a purchase - but it is the perception of change that often motivates buyers. (IMers, does "shiney object syndrome" ring a bell?)

We are all bombarded with such messages every day. Why? Because we want to believe that we can change something about ourselves or our circumstances that we don't particularly like right now. And sly marketers are happy to patronize us.

Successful marketers know that by painting a mental picture of contrast, even perceived contrast, (before and after the purchase . . . or . . . "now" as you are today vs. "then" as you would like to be) they can motivate or persuade you to purchase a product or service based on nothing more than your perception of how that product will change everything.

Perception is often not reality; but to someone that "wants desperately to believe" it can be a very powerful persuader.

If you are having difficulty selling a product or service you might check to see how strongly you have incorporated perceptual contrast into your sales message. Have you made it abundantly clear how your product will change the prospect once he/she has made the purchase? Perceptual contrast can be applied to any message in the form of images, headlines, sales copy, even your CTA (call-to-action). It can be a game changer!

The very best to all of you,

Steve