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How You
can use Pain and Pleasure when Selling
By Yeo
Feng,
http://www.NakedCopywriter.com
I bought a new notebook
computer yesterday.
The old one has served me
well for a long time, and I felt that it was time to change to a lighter,
slimmer and more compact model.
The salesman tried to sell
me on a particular brand of notebook by listing out all its impressive
features, and how the other notebooks didn't match up. He was pushing me
to imagine myself as the owner of a spanking new notebook. That's
"pleasure"...
When he was selling the
"extended warranty", he told horror stories of repairs that cost a few
thousand dollars, far more than the original cost of the notebook and how
the measly cost of the warranty will cover it all. That's "pain"...
Selling is a double edged
sword, and each piece of salesmanship in print is to move the consumer
away from pain and towards pleasure.
Pain and pleasure are
intensified feelings.
They deepen our neural
pathways by inducing our brains to secrete more hormones. Everyone can
remember where they were or what they were doing on 9-11, simply because
the experience was so strong.
Are you using the concept of
pain and pleasure in your selling? Don't just move them towards pleasure,
but also away from pain as well.
It is pain that causes us to
move towards our goals, become better and away from where we are now.
It is pain that constantly
scares us, spurs us on so much so that we want to avoid it altogether.
If you have a product that
helps eliminate consumer "pains", you can be rest assured that it will
definitely sell.
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Yeo Feng
is the world's first Internet-only sales letter expert who guarantees
sales with every letter written. He is also the author of what has been
called the "ultimate guide" to Internet Marketing and an independent
technology consultant.
His
website is at
http://www.NakedCopywriter.com
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