Marketing Success—Why Emotional Prospects
Make Good Prospects

Last week we discussed what fascinates your prospects most.
Them.

I also shared with you the only two things your prospects are
interested in hearing from you:

• How you’re going to remove their pain
  AND/OR
  
• How you’re going to increase their pleasure

Once you’ve isolated their pain and/or pleasure, you can begin the fourth step.

GETTING THE PROSPECT EMOTIONAL!

Remember, people buy emotionally and justify it intellectually.

Example 1--Pleasure:

“Nestled in the heart of Rehoboth Beach, Delaware, The Bellmoor Inn resides just two blocks from the Atlantic Ocean. Luxuriate in our retreat replete with five-star dining, rejuvenating spa treatments and private libraries and gardens. Unwind in one of our suites before a crackling fire or soak in an authentic Italian marble bath. The Bellmoor Inn, a perfect destination for celebration, relaxation and rejuvenation.”

Create an image. Create a feeling. And get the prospect emotionally invested. Appeal to prospects’ hopes, dreams and desires and they’ll convince themselves that your product or service is exactly what they need, deserve and should have.

 Example 2--Pain:

“Karen, CEO of Executive Call Center Inc., serves 32 large clients, yet she’s struggling financially. She has two options. She can increase her prices or cut costs.

If she chooses option 1, Karen will price herself out of the market. That leaves option 2. Karen makes what she believes is the obvious choice—cut costs by reducing call center staff.

The result. Costs INCREASE. Karen discovers longer “hold times” and more calls to her 1-800 number made a bad situation worse.

The problem. Karen didn’t adequately analyze the data before taking action. Had she used a business model including cost and performance measures, she could have tested the staffing reduction against other alternatives.

The solution… ace on demand. Ace helps businesses avoid expensive mistakes like Karen’s by comparing costs against performance.

…ace on demand can’t make the tough decisions for you. It just makes them easier.

For a demonstration of how…ace on demand can help take the magic out of profit forecasting, visit our website today.”

Pain is a powerful motivator, particularly when it affects a person’s cash flow and, subsequently, lifestyle. Isolate and target the pain. Once you’ve done that, you can give them a solution they’ll listen to.

 In your next Marketing Success e-mail, we’ll discuss why you should be selling solutions, not features and benefits.

Committed to your marketing success,
Lina Penalosa
April 26 , 2005