How do people feel when they do business with you? Do they feel smart? Beautiful? Thrifty? If you create pleasurable feelings like those, you can dramatically increase your sales!
In last week’s newsletter, I wrote about how people are motivated by two factors:
1. Avoiding pain
2. Moving toward pleasure
I described how two grocery retailers, Wal-Mart and Whole Foods, use pain-avoidance in their marketing strategy.
This week, I am describing how the same businesses also use pleasure to appeal to their customers. Interestingly, the pleasure-motivators these two stores use are pretty similar!
Both retailers appeal to the consumers’ sense of self-righteousness. They appeal to their sense of pride.
When people shop at Wal-Mart, they are very proud of the fact that they are saving money. They brag about the great deals they got. Wal-Mart’s commercials even show how we can be super-consumers, i.e., buying things we really don’t need and still save money!
When people shop at Whole Foods, they are also very proud. If you are at their house, they announce that the cookies you are enjoying came from Whole Foods. They let you know the cookies have no preservatives, trans-fats, or whatever else Whole Foods advertises.
The two very different stores use pride (which is a pleasure motivator) in a very similar way!
Why would people want to use your services or buy your products? What would they brag about to their friends? Are you saving them time? Are you saving them money? Do you make them feel like a movie star or an athlete? Do you help them feel like a great mom or help them feel like a great buddy to their friends?
Take some time to think about what good feelings you can create for your prospects. Then decide how you can weave those feelings into your marketing presentations.
With some careful planning, you can appeal to people by letting them know what pain you can help them avoid and what pleasure you can help them find. When you have that figured out, you’ll have mastered one of the keys to marketing success!
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