Few companies are more skilled than Volkswagen at building customer loyalty. Owners become emotionally invested in their cars, invent pet names for them and treat them like extended family members. In addition to automobile devotees, company has many more admirers who are fans of brand. Their irreverent image and clever television ad campaigns speak to young buyers today with a message that’s consistent with one used to sell Bugs to their parents 30 years ago. If you’re a hip, free-spirited kind of person who wants a car with personality, come join us. Among marketers, company’s promotional prowess is legendary:

The last original VW Bug, forerunner of today’s modernized Beetle, rolled off production line in 2003 – last of 21,529,464 sold worldwide since 1930s. In addition to dozens of Bug restoration and repair books, several compilations of VW’s popular print ads have been published.

A “Transparent Factory” in Dresden, Germany features glass walls that enable residents to witness manufacture of VW luxury sedans. Finished vehicles are displayed in a glass tower before being delivered to their new owners.

In 1973-74, company sold 30,000 VW “Things” – a re-badged German military vehicle that looks very much like offspring of a jeep and a dumpster – to enthusiastic U.S. buyers.

In fact, even as Europe’s largest automaker, VW has been successful in defining a sort of exclusive club for younger, educated drivers. Many of these buyers start with a Jetta or a Beetle before moving on to company’s more luxurious offerings.

And now comes Touareg, VW’s entry into luxury SUV market. Touareg is apparently a first-rate SUV with what USA Today calls “style, grace and growl.” But Touareg? Come on. Passat is an odd name, but “Touareg” sounds like something that needs calamine lotion.

Worship me or die

Prospective customers will not buy unless they feel good about you, your company and your product or service. Here are 4 simple ways you can stimulate their good feelings ...and motivate them to buy.

1. Personalize Your Marketing

Prospects are more likely to buy from you when they feel you are talking directly to them about their unique needs. Look for ways to make your sales message more specific to needs of prospective customers.

For example, subdivide your targeted market into several more narrowly defined niche markets. Then customize your sales approach so it appeals to specific interests of prospects in each niche market.

Tip: You can narrow appeal of your web site without losing its effectiveness with your broader market. Just create customized web pages for each niche market you target. Then add a link to each of these specialized pages on your home page.

2. Emphasize Good Feelings

Prospective customers usually base their buying decision on how they feel about your product or service. Get them excited about using it and they won't hesitate to buy.

One way to get them excited is to convert benefits provided by your product or service into a vivid word picture. Put your prospect in picture by dramatizing what it feels like to be enjoying those benefits.

For example: If you sell financial products, describe what it feels like to enjoy an affluent lifestyle without debt.

3. Confront Buyer Skepticism

A prospective customer will not buy if they have any doubt that you will deliver exactly what you promise. Here are 3 of many ways you can confront and overcome skepticism in your customer's mind.

* Use testimonials. They prove you've already delivered satisfaction to other customers. To be effective, they should describe a specific result your customer got by using your product or service. For example, "In just 2 weeks I lost 9 pounds, felt years younger and still continued to enjoy my favorite foods".