In the last post I talked to you about the importance of studying the prospect first. I talked about understanding them and their needs. Knowing your prospect is more important than product knowledge. Product knowledge is only important once you engage a prospect to help them make the best choices and options for them.
Okay, but what am I looking for?
That’s all well and good; however, you must be clear about what you are looking for as you study your prospects. Look for clues that help you understand…
- Logical reason’s why the prospect would choose your product
- Motivating needs that simply drive your prospect to act
- Matching underlying desires to your product
You might say you already do all that yet something is missing. Something is missing because your local landfill is full of…
- Your business cards
- Your letters
- Your brochures
Here’s why. You either overlooked or completely missed the motivating emotion that gets your buyers so amped up they have to act. You need to tap into the emotion that’s on their minds right now, keeping them from sleeping, and driving them nuts.
Let’s look at how one company does this really well. Nike is just another shoe company, right? Their shoes aren’t remarkably different than their competition. So why do they sell so darned many shoes?
Nike tapped into a motivating emotion. They know we all like to feel like a winner. They crafted a message that communicates wearing Nike’s makes you a winner and then backed that message up with celebrity endorsements.
Many people confuse branding with an image like the Nike Swoosh. However, you have to imprint the message first or the image has no meaning. The more emotionally motivating the message the better. Then you must tie that message to an image to reinforce and communicate your message with just the symbol.
Now back to you. Right now your business cards, the letters you send, and your brochures are probably the standard business pablem that address you and how great you are.
Ahem… your prospects don’t care. If they did your information wouldn’t be littering the planet.
Your prospects have a dominant motivating emotion they are eager to feed. Tie your product or service to that emotion. That’s how you get their attention and interest. Show them a reason to care about you and they will.