October 23, 2017

Unlocking The Keys To Product Desire In Your Prospects

Greetings,

When I emailed my subscribers last week and promised I’d have another article for this week, I didn’t realize how busy of a week it would. Normally I keep a pretty busy schedule with my client projects, info-product business, and family commitments.

But this week added a big unexpected monkey wrench to the picture…

Ironically, the additional traffic to my blog from my last article caused my entire VPS account to go offline. You can imagine my angst that over 25 websites went down at once and no one (including me) was entirely sure why.

Fortunately, the crack support team at my hosting company, Liquid Web figured out that my business account being on an older server was the issue. It seems my account had run into memory issues and any sudden influx of new traffic (PPC, email blast to my subscribers, and on so) was enough to overload the old server.

Liquid Web kindly upgraded me free of charge to a newer, faster, and even bigger server with no increase in my monthly fee too. Needless to say, I cannot say enough great things about LiquidWeb as they made the entire experience (just like every other experience I’ve ever had with them) virtually painless.

The downside was this migration took about two days so if you sent me an email mid-week and I haven’t responded, then unfortunately there’s a good chance I never got it with the server switch.

Okay, without further ado… let’s talk marketing!

Recently I got an e-mail from a subscriber, who asked me an interesting question…

“How Do You Create More Desire In Your Prospects to
Buy Your Product With Your Marketing?”

It got me thinking, because this is a common line of thinking — a sales killing myth really — that can really throw many people off-track with their marketing.

The truth is, desire is never created for a service or product. It is channeled from their existing internal desires when they have a specific need or problem to be solved instead.

Let me explain.

You can’t make them want to buy your product. You can help them discover they have the desire for the solution your product offers for a problem they are faced with instead.

Take weight loss.

If they don’t believe in the benefits of a healthy diet then it won’t matter what marketing message you put in front of them. You could be offering them a free ebook on dieting, and if they don’t believe in the benefits of a healthy diet, then they won’t take your free offer.

However, you can tap into the hopes, dreams, fears, problems, and desires that already exist in the mind of your prospects.

You can focus those existing desires on the benefits of getting an eye-catching, jaw-dropping figure. You can focus on how they can solve the problem of fitting back into the all of the clothes they have stuffed in the back of their closet that used to fit.

You can focus on how much more energy they’ll have… how much better they’ll look and feel.

All they have to do is simply tap into the solution your product offers for their problem.

Some marketers will try to tell you that you should try to educate prospects with your marketing. This is not completely true.

Your marketing won’t create a new desire in prospects.

You can use things like free reports and brochures that are educational in nature to educate prospects.

You use educational materials to convince and show prospects that your product or service fills a specific need or solves an existing problem for them.

But until they’re faced with a specific need or problem that has become overwhelming to them, they’re not ready to buy.

Here’s a great example that I’ve used with some of my coaching students.

Let’s take an ordinary person who I’ll call Joanne. Joanne suffers from periodic bouts of neck pain that’s caused by too many hours in front of a computer screen.

She believes in the benefits of massage therapy but like the vast majority of massage therapy clients, she’s not getting regular massage therapy sessions. It may be due to budget constraints or feeling like she doesn’t have any extra time in her schedule to “treat” herself to a massage.

In other words, she’s not getting regular massage therapy treatments because her neck pain isn’t currently a problem she’s faced with.

If Joanne is pain-free when she sees an advertisement or marketing piece about massage therapy, then chances are, she won’t be very motivated to call to make an appointment at that time.

She does believe in the benefits of massage therapy, especially for helping her neck feel better. But right now, she doesn’t feel like she needs a massage. She may not even think of getting a massage because she’s not experiencing the problem of neck pain.

Okay, so what happens if one day at work, Joanne’s neck starts bothering her? Maybe it’s worse and worse as the day goes on and by the end of the day, the muscles are so tight that they start to go into spasm? Maybe she’s even starting to get a bad headache too?

Suddenly, she’s going to see a big benefit for getting a massage.

Suddenly, her desire for getting a massage will become very strong because getting a massage to going to solve her newly existing problem… the problem of bad neck pain!

In fact, if Joanne sees an advertisement or marketing piece for massage therapy, then there’s a very good chance, she’s going to take action and make a massage appointment because it will remind her of the big problem she’s currently dealing with.

“Okay, Mike… So How Do You Channel Their Desire?”

Good question.

First, realize that no matter how good your marketing might become, it’s not going to appeal to 100% of your target prospects.

If they’re not faced with a specific need or problem that has become overwhelming to them, they’re not ready to buy so they won’t. So your salesletter’s focus needs to be on the portion of your target prospects that are much closer to being ready to buy.

Second, the words that you use in your marketing piece must hit the prospect’s hot buttons. It must tell them what they will gain from your product. It must tell them how it will solve an existing need or problem for them too.

In other words, you are not creating a desire for your product.

Instead you’re showing your prospects that your product is a way to solve their existing need or problem.

And the first logical place to start telling them this? The opening headline of your sales letter.

It’s at this point that the prospect will decide if they want to keep reading your salesletter or do something else instead.

In fact, over 70% of all prospects will make that decision simply from your opening headline.

Let’s go back to the example of the prospect looking to get rid of her neck pain problem.

Here’s a short and to the point headline that would sound pretty appealing to her:

“How to Stop Your Neck Pain In 60 Minutes Or Less!”

From there, your next sentence should lead from the headline into the rest of your salesletter or marketing piece.

Until next time,

Mike

Comments

  1. Great points Mike.

    These are things people that want to get people to buy more need to know.

    Too many people try to ‘push’ their services or products on to prospective buyers, and that’s a big, big mistake.

    Look forward to more posts from you.

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