One Stop Web Support Newsletter #67

August 3, 2008

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One Stop Web Support Newsletter #67

Jeff Baas - One Stop Web Support

http://www.OneStopWebSupport.com/

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Romancing Your Customer to Increase Your Sales

Your customer wants you to romance them. No, you don't have to buy them flowers or a fancy dinner (although they probably wouldn't object!). But they want something more from you than just an intellectual discussion.

Examples from commercials

Consider the commercials you see on TV. How many of them approach you with a strictly intellectual reason why you should buy?

Car commercials grab you with their car's "zoom-zoom" or its ability to "turn you on when you turn it on." Even when they list reasons why their car is best, they do it with emotionally laden phrases to describe its power or its luxury.

The way that commercials sell with emotion reveals an important truth. People buy on the basis of emotion. They use their intellect only after they've made the decision to buy, and they use it only to rationalize why that decision was a wise choice.

Whatever your product might be, the only reason anyone buys it is because it solves a problem. Behind every search for a solution is a discomfort. And behind every discomfort is an emotion.

Even purchases of purely utilitarian, consumable goods have emotions attached. After all, don't brands of toilet paper compete to be thought of as the softest and most comforting?

Tapping into emotion

So how can you tap in to your customers' emotions? First, seek to identify the negative emotions that your product or service relieves.

Negative emotions are the most powerful motivators. No one wants to feel weak, or powerless, or uncertain about their position in this world. If you recognize that any of these feelings play a role in the search that brought them to you, counter their emotion with a vivid picture of the relief and certainty your product or service will give them.

What if, though, you can't see any negative emotions driving your customers' need? If so, the emotions that drive them probably are a desire to reaffirm the way they see themselves.

In this case, look at your product. What aspects of your product can potential customers identify with? What things about your product tell them that they are the kind of person they want to see themselves as?

Do they want to be treated luxuriously, feel adventurous, smart, or attractive? Emphasize the qualities with which they will identify. Position your product or service as something that will make them feel exactly the way they want to feel.

Build an emotional bond

One important point, though, about positioning your product or service to meet their emotional need. Never, EVER, tell them directly that that's what your product will do.

Doing that will immediately break the emotional bond you're trying to create. It will turn the emotional bond into an intellectual argument. It will put them on guard. Always build the emotional connection indirectly.

Take the car commercials we mentioned earlier. Rather than simply saying, "This car will be fun to drive," they associate it with phrases like "zoom zoom" or suggest that your car isn't "turning you on" the way a better one could.

They tap into your emotions and make you FEEL that maybe there's something better out there than what you have. They make you FEEL that maybe this car has something to offer you that you've been missing.

It's the emotions that get you thinking about that particular product. It's the emotions that make you research the details so your intellect that reassure itself that it has made a good and logical decision.

But the sale starts with emotion. It starts with a fear that longs to be silenced, a desire that longs to be fulfilled. Make sure you tap into your customers' emotions. You will find your customers much easier to convince if they are actually convincing themselves.

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Q and A with Jeff

In this section, Jeff answers your questions about starting a business online. Here's this week's question.

How do you set up an autoresponder for email purposes?

Are you looking strictly for being able to send and receive email, or are you looking for an autoresponder that will enable you send emails that you have created to people who buy your products or sign up for a newsletter or a special offer? I ask this because sometimes new marketers confuse autoresponders with regular email.

An autoresponder system is a powerful tool that enables you to send emails to your potential customers automatically. They buy your product or sign up for a special offer and their name and email address go into a list. The moment they sign up, the autoresponder sends them an email that gives them the information they asked for.

But not only does it assure you of returning an answer immediately, but it also allows you to email them again at intervals that you determine with messages that you have created. In short, it lets you keep the conversation with them going without you having to send each email individually. The autoresponder sends them out for you.

As far as how to set up an autoresponder, the best tutorials on that I have seen are at the following address: www.OneStopWebSupport.com/aweber-tutorials . The tutorials show you how to set up autoresponders on the aWeber autoresponder system.

And if you want even more detail, aWeber provides more detailed webinars on topics related to using autoresponders successfully on a regular basis. Check www.OneStopWebSupport.com/aweber-webinars for the times and topics of upcoming webinars.

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HOTTEST OFFERS

Each issue, I feature what I consider the best offers available each week on worthwhile business-building tools. Check here to see what's hot this week.

http://www.OneStopWebSupport.com/hot-offers.htm

Or check to see my growing selection of ebooks and training tools that you can use for free to build your Internet business.

Free Ebooks:

http://www.OneStopWebSupport.com/dir-ebooks.htm

Free Training tools:

http://www.OneStopWebSupport.com/ongoing-bargains.htm

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Success quote

'If you want to do something you find a way. If don't want to do something, you find excuses.'

Unknown

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This newsletter is published by One Stop Web Support, where our business is helping your business succeed.

http://www.OneStopWebSupport.com/

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MY EMAIL LIST SERVICE:

Looking for a service to host your own newsletter or ezine? I personally use 1Shopping Cart, which incorporates list building, unlimited autoresponders, newsletter publishing capability, ad tracking, form building and much, much more into a state-of-the-art shopping cart program that my clients and I have used for years. It packs a LOT into a nice, neat package.

http://www.OneStopWebSupport.com/1shoppingcart

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http://www.OneStopWebSupport.com/aweber

WEBSITE BASED RESOURCES AND TOOLS:

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http://www.OneStopWebSupport.com/dir-reviews.htm

Helping you become the successful business owner you want to be.

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