9 replies
The seller is most likely using emotional language triggers
geared for consumers...

not business owners.

That's fine for the seller because most of the buyers
have consumer mentality, so they are right on target with their message.

Just don't use the same tactics on offline business owners
because you'll come unstuck.

Short and sweet message.

Best,
Ewen
#beware #buyers #wso
  • Profile picture of the author laurenceh
    Just to be a pain Mr V (and to move the conversation forward), would you be able to give a few clues about the emotional language triggers better suited to business people?

    I've always felt most would repond to many of the same emotional triggers as consumers. They may want less stress at the office, a quicker way of doing something, a way to save money, but don't they all lead to the same ultimate benefits of time, freedom, financial security, peace of mind, significance etc?

    Love to hear thoughts on this?
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    • Profile picture of the author ewenmack
      Originally Posted by laurenceh View Post

      Just to be a pain Mr V (and to move the conversation forward), would you be able to give a few clues about the emotional language triggers better suited to business people?

      I've always felt most would repond to many of the same emotional triggers as consumers. They may want less stress at the office, a quicker way of doing something, a way to save money, but don't they all lead to the same ultimate benefits of time, freedom, financial security, peace of mind, significance etc?

      Love to hear thoughts on this?
      Some how I missed this.

      Ok explanation time.

      There are 2 types of buying decisions,
      rational and emotional.

      Consumers are mostly emotional buyers
      whereas business owners are both.

      So WSO buyers are mostly coming from the consumer world
      and the buying triggers used by WSO sellers are mostly emotional based.

      Established offline business owners are more savvy than most give credit for.

      They've saved up enough money to start their business
      and have many fixed costs they have to meet each month.

      So they are rooted in rational thinking about money
      more so than the typical employee consumer.

      Therefore you have to show them you know that reality.

      WSO buyers mostly don't demonstrate this point in their approach
      because it is a different world to them.

      See the difference now?

      Best,
      Ewen
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  • Profile picture of the author RedShifted
    Absolutely agree. It would be exactly like this.

    You read a WSO and get all excited. Then you go to a business owner all excited about the idea, and they kind of act like "wtf are you talking about"? This is why anytime I get excited about a "new" idea, I tell myself "theres a 99% chance this is NOT new". Then I go do some heavy research.

    Or the WSO has a "WF name" made to attract buyers... when its really a common system. And business owners know it by a much more boring name.

    Thats why its always good to know as much as you can. If you're reading about a system that you've never heard about, that seems esoteric or unique, chances are its just a rehash of an old idea. And chances are there are MANY people who already know about that idea, and aren't as excited as you lol.

    I think thats kinda what Ewen is refering to.

    -Red
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    • Profile picture of the author laurenceh
      I'm with you Ewen.

      In fact, when I'm writing an ad, direct mail piece, sales letter etc to a business person rather than a consumer I still use all the consumer emotional language triggers...

      BUT...

      With a heavy dose of figures, analytics, and "factual" based triggers thrown in to appeal to their business head. I think it's fair to say in business writing you need to use both sets of triggers, but with a laser focus on the more rational triggers.
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  • Profile picture of the author flnz400
    Finally some truth.

    I haven't posted here for years, partly because my business model changed, and partly because this forum is its own ecosystem. It will suck you in to an alternate reality if you allow it. You can make a full time living here (I never have), but duplicating the same principles out in the real world is humorous. This appears extremely evident in the "offline" arena around here.

    And that's not all buyers should beware of either... some of the shit being slung around here is ridiculous. **selling picks to miners with no gloves, masks, or water is a recipe for disaster. The only thing left to do when that doesn't work, is buy something else. And the circle continues...**
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    • Profile picture of the author BitterBlossom
      I will have to keep this in mind. I wonder if individual home owners are the same way when it comes to offering services to them.
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  • Profile picture of the author jamtrading
    yes sometimes the inviting sales talk can blur your judgement so you sometimes need to take a time out and look at the positives and negatives before commiting to a decision
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    • Profile picture of the author Biz Max
      I've only been in the WSO section once. I was a bit stunned at the
      claims a lot of these people make. I'd assume not all true
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      Small Business Marketing & Branding Specialist
      http://BrandWhisperer.net
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  • Profile picture of the author peter_jones
    Hi,

    Just want to put my 2 cents in here.

    The WSO section of this forum has allowed me to build a six figure offline business from nothing, pay off $50k of debt and quit my job.

    I 100% agree with you the fact that business owners buy logic but that decision is ultimately fueled by their desire for a more successful business and more cash in the bank at the end of each month.

    I always ask business owners what they are actually looking to achieve from their businesses, most of them answer by saying something along the lines of money, houses, cars or holidays.

    When you dig deeper into this they are buying because they believe that your marketing / consulting services will help them achieve their dreams - so they actually buy to achieve their emotional dreams that they have for their businesses.

    Going back to the topic of WSO's I have invested about $4k on WSO's to increase my marketing knowledge - has it been worthwhile.

    100% without a shadow of a doubt.

    Having said that there are more and more rehashed WSO's out there now.
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