Think back about some of
most memorable experiences in your life. What comes to mind -- a bunch of WORDS, or a complete mental picture? Well, unless you are a robot who thinks in binary code, your favorite memories are probably rooted in rich images, tastes, smells and sounds. It's richness of this "visualization" which makes our most cherished experiences truly memorable.You should take this same principle to heart when you are trying to reach an audience with a persuasive message. Your customers will react much more strongly to a message that "conjures" up strong images and emotions. Customers don't really buy benefits or features -- they buy an IMAGE of themselves using product and getting those benefits and advantages. If you can help make that image into a positive one, one that creates feelings of happiness and satisfaction, they will probably buy your product.
To capture these kinds of feelings, you want your words to paint a picture in minds of your audience -- a picture that they can keep with them long after exact words of your message have faded from memory.
But how can you do this? The key here is creating image in your mind FIRST, and then using your language to evoke that same image in minds of your customer. Here are some tips for how you can make your words create that kind of mental picture:
* Use expressive language. Don't be afraid to use adjectives or phrases that describe EMOTIONAL aspects of your product or service. Try to describe to your customers how using your product or service will make them feel.
The best way I have found to evoke feeling is to think about how I felt when I used product and then turn my experience into customer-directed "imagine feeling like this" statements. For instance, if you were promoting a reading comprehension course for children, you could look back at your own experiences as a parent and say something like, "Imagine feeling of quiet pride you will have as you watch your child read their first book by themselves."
