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Be specific. If you sell boats, describe what it feels like cutting through waves with your friends onboard. If you sell financial products, describe what it feels like to enjoy an affluent lifestyle without debt. If you're a business coach, describe what it feels like to own a highly profitable business.
When possible, include a photograph of someone enjoying emotional reward. Don't use photo to replace your word picture. Use it to help your prospect feel experience of enjoying what you describe in your word picture.
...THEN ADD A LITTLE LOGICAL REINFORCEMENT
Most people buy for emotional rewards then look for logical reasons to justify their purchase. After dramatizing emotional rewards of your product or service, include a little bit of logical reinforcement. It helps your prospects act on their impulse to buy. For example:
** Offer a special reduced price -- if they buy NOW. (Logic: "Clever decision. I saved money.")
** Include a brief testimonial from a satisfied customer. (Logic: "Safe decision. Others liked it.")
** Mention a few facts supporting value of your product. (Logic: "Smart decision. It's best money can buy.")
Take some time to look at your promotional material. Revise it to include word pictures of emotional rewards your customers get when they use your product or service. You'll be surprised by how much your sales increase when you dramatize those emotional rewards.
Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. For more information... mailto:BobLeduc@aol.com. Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133