The more vivid you can make whatever it is you’re selling, the more people will buy. See, the more lifelike something is, the more someone can picture themself using and owning it.
So for example, if you’re a wedding photographer, don’t sell the pictures, sell the memories.
Sell the lifetime of joy and warmth husband and wife will have, sharing these moments with their children and grandchildren, for years to come.
Talk about how proud they’ll be every time they walk by their wedding photo in the hall, and how their friends will chuckle at it years later, because Craig had so much more hair back then.
And most important, let them know how important this day is to you. Because people don’t care how much you know, until they know how much you care.
Make sense?
Good, so how do you do this?
Well, there are three things to know.
One, put your goods and services to use! Don’t leave them collecting dust up on your prospects mental shelf, put them IN your prospects mental shelf, by placing them in their hands, eyes, and whatever else they need to experience things.
Two, think of the end benefits. People don’t take pictures to take pictures, they take pictures to make memories. They don’t plant flowers so they can sweat out in the yard for four hours in August.
Describe the impact of end benefits on a “gut” level. You know, what are the results?
And lastly, let your prospects have fun with whatever they’re doing. When you can put a big smile across their face, you become their hero — and they become your customer.
Now go sell something, Craig Garber
P.S. Discover how to use GUARANTEES in your headlines in Example 6 of this month’s Seductive Selling Newsletter. Try it free and find out why people in 12 countries read it at: http://www.kingofcopy.com/ssnl
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{ 3 comments… read them below or add one }
Hey, is there any chance you’re going to record the webinar? I have to take my Asperger’s son to the dentist, which will be an all-day event, and will mean I miss your webinar…
Interesting man…you make it seem so simple but I see how often people miss this fact.
Focusing on the product and features instead of the end result.
I think just understanding the difference between a feature and a benefit can help tremendously!
What say ye?
Roger that, you’re on it. CG