Are you selling results? Or emotions? Hint: One works WAY better

When was the last time you felt seen?

Remember how it felt?

You felt understood. You felt a kindness.

No judgment. Just empathy.

Felt good right?

Well that’s what people want to feel. Even when they are being sold to.

They want to feel that emotion when they see an ad, an email, a web page.

The reaction you’re going for is “Whoa, they totally get me…”

That’s the difference between run-of-the-mill marketing and AMAZING marketing.

Yammering About Benefits Is Not Enough

It’s not enough to just say “My course will teach you how to earn more money.”

People don’t want to earn more money. They want to earn what money buys them. You gotta go a level deeper.

And that’s different for everyone.

• For some they want Elon money so they have the freedom to be themselves and to be free of obligation.

• For others, more money = prestige and the doors it opens for them.

• And for some, they don’t want the money itself, they want the security-blanket it wraps around them.

A better line would be "Never check price tags again. Join the course that helps you build financial freedom forever."

That's why your marketing has to get personal.

Tap into Emotions to Get Their Attention

How do you use emotion to persuade buyers?

1. Acknowledge how they feel right now

2. The pain they’ll feel continuing on this path

3. How they’ll feel when they get the results of your product or service

By doing this, you make your buyer feel understood.

You remind them of the cost of inaction.

Then you show them how great they'll feel when they actually use whatever it is you're pitching to them.

THAT's how you get people’s attention.

You Gotta Know What Your Buyer Eats for Breakfast

In order to get to a deep level of familiarity, you need to get under the skin of who you are trying to sell to.

And not just age, gender, bla, bla, bla….that’s table stakes.

You need to understand your buyer so deeply so that you know:

• Their lifestyle

• Their hopes and their withering dreams

• What they yearn and what is slipping away

• The problems they have and how it affects them on a personal level

• How your product will make a notable difference in their life

Create a Clear Picture of Your Buyer

How do you get this level of intel on your buyer? Glad you asked.

Well there’s a few ways.

1. Lurk where they hangout online - Find the communities where they congregate. It could be on Reddit, Discord, Slack or a Facebook group.Observe over a period of weeks. See what questions they repeatedly ask. See how community members reply. Keep an eye out for the vocab they use, and repurpose that vocabulary in your marketing copy.

2. Send progressive questionnaires and polls - If you have an existing audience, use tools like ​RightMessage​ to create quick polls to layer in more data one poll at a time to help you build a buyer persona, one question at a time.

3. Talk to them - Attend a meetup and strike up a conversation. Offer to have zoom coffees to have informational interviews. Or recruit a mini focus group. Don’t approach them with a clipboard and a list of questions. Be curious, dive down rabbit holes. The best intel I’ve gathered was by just listening and letting the conversation and my curiosity lead the discussion.

C’mon Marc, Really? Is This Worth It?

1,000% Hell-yeah it’s worth it.

Too often, people just copy what everyone else is doing in marketing.

If you’re looking for a short-cut, I just gave it to you.

Sometimes the long-way IS the short-cut.

Doing your homework on your buyer and investing the time to do your research may seem like overkill. And it may seem like a waste of time.

But sadly, you know what’s a real waste of time?

Putting in hours. Creating Instagram posts. Writing emails. Creating campaigns to sell products. Spending all of your time doing all the things…and getting ZERO results. That's a waste of time.

Put in the reps and you’ll eventually yield the results.

So get out there and talk to your audience. You’d be surprised what they tell you.