One of the best ways to kill your business is to sound like a know-it-all dork.
No offense to the dorks, my mother was a dork. That makes me half-dork.
Regardless. I’m talking about boring people. When your sales message drones on and on trying to sound smart…
People go numb.
They leave your website and forget about you. Your business crumbles, spouse leaves. The goldfish runs off with your heirloom silverware. Your socks get wet. Aliens abduct your grandma. Nobody comes to your birthday party.
That’s a bit extreme, but you get the point. When your sales message relies only on logic, it kills the sale.
The marketing giant David Ogilvy often said “People buy with their hearts more than their minds, even when they justify with logic” and that’s very true.
Any problem you can imagine has what I call a “core emotional driver”, this is the main emotion that influences your decisions.
Example.
Lots of people would say cloud storage is not “emotional”. You’re saving files on the cloud. What emotions could there be?
Glad you asked.
Security – Wanting to know files are safe
Connection – Wanting to share files with family
Freedom – Files are easy to access
Frustration / Relief – Your device keeps running out of storage
There are dozens more. And each emotion can be used to show your prospect that you understand the core emotions they feel… When you do, they like you and trust you, because you “get” them.
It gives them Inner Clarity.
And if your website doesn’t do that? Check my calendar. There might be an opening. Here’s the link. Or don’t, it’s a free country.