The Most Common Marketing Myth BUSTED!
Don’t fall into this trap.
Traditional marketing advice says “keep your sales message short. People don’t want to read stacks of information about your product. They haven’t got the time. Nor are they interested.”
But this is wrong. The very opposite is true.
You should tell as much as you can about your product or service, in every piece of marketing you put out.
Think when you last bought something. Isn’t it true you were interested in knowing as much about it as possible?
If you were interested in buying a new home music system for example you wouldn’t just walk into the nearest store and buy one right off the shelf.
You would want to know something about it.
Is it in your price bracket?
What power is it?
Will it play clearly with accurate sound reproduction?
Will it link up to your phone or iPod or iPad?
Is it a reliable make?
Will it look good in my sitting room?
There are many questions you’d want answered before you can make a buying decision.
Customers like and need to have information about what they are buying because they are interested and want to be informed and educated before they purchase.
Additionally, the more interesting, factual information a customer discovers about your offer, the better-value they perceive it to be.
The Psychology of Buying:
Understand This And You Understand Your Customer
The higher the ticket price, the more a customer goes through a series of judgmental, justificational, and emotional decision making processes, before he or she buys.
Here’s a speed course on the psychology that happens behind buying.
First: A customer has to be in the market for a product or service like yours.
Much marketing wastes countless amounts of pounds because it attempts to interest people who are not interested or have no need for the offer.
Contrary to some belief, ‘everyone’ is not your potential market, even if you have an everyday product or service.
Your ‘universe’ consists only of prospects who are ‘in the market’ for your type of product.
Your prospect first sees your online ad, your print or TV ad, your sales letter, your magazine insert, flyer, or maybe hears your radio ad, telemarketing call, or salesperson and decides whether it is a relevant message, or it is not.
Second: Your prospect judges your offer.
Does it provide the benefits he or she wants, needs, desires, craves after, aspires to?
Is it the right size, shape, weight, texture, quality?
Is it in a price band your prospect is comfortable paying?
How does it compare in value with competing products or services?
They will ask themselves as many questions as they can think of looking for a reason NOT to buy it. Once they can’t find that, then they move onto the third part.
Third: Many people buy on an emotional basis.
The higher the ticket price, or the more of a luxury product or service it is, the more emotion is involved in your customer’s buying decision.
If your product or service is a necessity – like a liquid to unblock your drain, petrol for your car, a new panel of glass to replace a broken window, etc. – emotion has less to do with the buying decision.
Emotion buying affects nearly all purchases by some degree.
But let’s say a man, John, was a mid-income earner, his car was old, and although he didn’t actually need to replace it yet and could do with spending his money on more sensible needs around the house, he had his heart set on owning a brand new BMW 3-Series.
So one day John sees a great deal – a new 3-Series in his favourite colour, racing red, with a great finance deal that he could just about afford.
He falls in love with the car. He imagines how impressed his friends will be, how his drinking buddies will all ask to have a drive, how his colleagues at work will look at him with envy.
Emotion is a very powerful force.
John really wants that car! He sees himself driving it. Because his emotions begin to rule, he’ll come up with all the reasons on earth why buying it is actually a sensible thing to do.
He will look to justify his urge to buy. So the more you satisfy John’s need for justification in your marketing, the more you will help him to make his buying decision.
The same applies to most ‘luxury’ items. Customers want to, and have to be able to, justify buying the product or service they want to own.
Fourth: The need to justify a purchase extends beyond the customer themself.
Now, often we have to justify the purchase to other people (especially guys). You’ll justify it with family, friends, colleagues, club members in order to feel good about the purchase.
So John might say to his wife “I know it’s a little bit more expensive than an average car sweatheart “ – it may actually be 50 percent more than a sensible car for John’s circumstances but it still wouldn’t matter, he wants the car so he’ll try and come up with any reason to justify buying it.
So he may continue to say – “but it’s build quality means it’ll last years longer than a cheaper car, so it’s a good investment in the long run.”
We all don’t want to make a bad buying decision so we will always try and come up with a reason to why we should buy it, if we really want it.
And we do it for everything.
You’ll justify buying a £400 suit when it would be more sensible to buy a £200 suit and put the extra £200 towards a new shed, by convincing yourself the suit will look more impressive in front of your clients and therefore help you win more sales.
You also might have to justify it to your wife, or husband. They are onto you to buy that new shed. The old one is falling down!
So you have to persuade your spouse that the expensive suit will be good for business.
You persuade by justifying the purchase – making it seem a smart decision.
Children Are Experts at Justifying Why They Should Get What They Want – Listen To Them!
I learn from my friends children every time I see them.
They’re smart. Rhea, is just 4 years old and in her 4 short years, she’s figured that adults are always busy doing something important when she wants to play.
She’s realised the difference between ‘wanting’ and ‘needing’ something. She doesn’t always get what she wants. But when she needs something, adults have to listen.
When I was visiting at Christmas time, she came up to me and said “I need you to help me build a truck with the building blocks.”
Being clever, because we adults were right in the middle of watching a good film, I said, “But you’re really good at building a truck with the blocks. You go and build one, and I’ll come and look at it in a minute.”
“But I need you to help me,” she said, quickly thinking how to persuade me, “because I can’t build a truck without you.”
How could I refuse? Talk about effective justification. Rhea is an expert. You think she’ll lose her ability as an adult? I doubt it. Watch out for Rhea!
Now here’s something to always keep in mind.
The More You Tell, The More You Sell
The more you tell about your product or service, the more you sell. Hopefully you’re beginning to see why now.
See, the more your prospective customer learns about your offer, the more he or she can judge its suitability, become emotionally attached to it, and be able to justify actually buying it.
If all I tell you is that the racing red BMW is a good car, you haven’t got much to go on.
But if I tell you it is a good car because it is mechanically superior than its competitors, the engine will usually last 55,000 miles longer than average, that it has safer road holding, and that its resale value remains higher than most cars in its category, you have a lot more information to go on.
And this is why…
Long Letters Invariable Outsell Short Letters
Most businesses send out short, one or two-page sales letters.
Traditional marketing advice teaches that letters should be short and to the point.
But a letter is simply salesmanship in print. Would you expect to win sales if your salesperson was abrupt and to the point? Of course you wouldn’t.
I’ve seen two page sales letters outsell one page for the same product. I’ve seen four pages outsell two, eight pages outsell four, sixteen pages outsell eight – even 24 pages outsell 16, and 32 pages outsell 24.
There is a technique of writing engaging and compelling long form copy in advertising but it will take way too long to write about how in this article.
So for now, realise that ninety-nine times out of a hundred the more you tell, the more you sell, no matter what medium you’re selling in.
You Cannot Make Your Sales Message Too Long. Only Too Boring.
If your prospect is interested in what you are offering, he or she will read as much appealing, absorbing, and engrossing information as you provide.
A well informed prospect is a prospect ready to buy. If you provide more compelling, interesting, and persuasive information than your competitors, you’ll outsell every one of them each and every time and price will no long be an issue.
I hope you enjoyed reading this article as much as I enjoyed writing it.
I’d love to know what you thought so just leave me your comment below.