The process of marketing, when you think about it, first involves emotion.
Think about the new car you purchased and how excited you were the first time you drove the car. There was the “new car smell” and how good you felt driving your new vehicle.
Even the anticipation of buying something you really want is enough to start picturing yourself owning the thing that will fill you with positive emotions.
Successful marketing focuses on how the buyer feels about what is being sold.
Because you care – and you believe your products and services are the best available – think about how you can successfully communicate to prospects the feeling of the excellent quality and benefits you provide. Because:
“If you have a great offering, weak marketing actually does everyone a disservice.”
– Stefanie Flaxman, Rainmaker Digital
Three Examples of Thoughtful Marketing
1.) This attention-getting email I received last week from a website designer was very different from messages sent by other website designers:
Subject line: “I have some exciting ideas for your website.”
The two positive power words in the message: “exciting” and “your” immediately caught my attention. I felt the writer actually read my website and knew how to improve it. I opened and read the email and saved it for future use and action.
2.) Feeling Good After the Sale
Just as important as feeling good before the sale, the after-sale feeling is critical.
After I placed an order on the Zulily website, a confirmation of the order arrived by email with these words:
“You have such good taste!”
Even though I realize these words are most likely sent to all buyers after a sale, still it was a “feel good” message.
3.) These are the words on a small brochure included with something I ordered from Amazon and received 2 days later:
“You have in your hands the World’s Best ___________.”
The wording in this brochure made me feel more confident about the quality of this product and happy that I ordered it. Nice!
Both of these after-the-sale messages began with the word “you,” one of the top positive power words.
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