You LOVE what you do. You are GREAT at what you do. Then how come your business is slower than you'd like it to be? Are you not so great, or what's the problem?
Here's the deal….it's your job to satisfy the hunger in others to have their problem solved. You have to use language that is emotional, not logical. People buy on emotion 100% of the time. They then justify what they have bought with logic.
This is why talking about the features of what you offer makes their eyes glaze over. They DON'T care that your jewelry is 100% sterling silver and comes with a year long guarantee. They DO care that your jewelry will make them feel sexy and pretty when they have been feeling tired and ugly. They care that your jewelry will get them an admiring glance from a husband who hasn't notice them very much lately.
So, if you want to create sales, create hunger. Tell a story about what your jewelry has done for someone. Show pictures of smiling women wearing your stuff. Demonstrate how someone can place that necklace just SO and it will match their come-hither look. If you can show someone that your stuff creates what they crave then you will make money and even better, your customers will be happy because their problem is solved.
Here's how to create sales conversations or sales copy that creates hunger:
- Talk about your customer, not you
- Offer clear contrast (before/after or with/without or fast/slow)
- Use tangible examples “more dates, more desire, unbreakable”
- Talk about the beginning and the end only (before/after) don't talk about the PROCESS that happens in the middle (you choose jewelry, you wear jewelry….not what the order process is like in between)
- Use visual stimuli (pictures) which creates interest 40 times faster than hearing does.
Changing your conversations or sales copy to solve what your customers are hungry for will feed them and you. That kind of satisfaction is just as good as the satisfaction you feel after a good meal, and lasts longer!
sue,
thank you for this great blog!!! it has helped me sooo much!!!
you are a great writer!!!
Blessings!!! Julie Roddy
Thanks, Julie, for calling me a great writer. 🙂
Sue P.
I need to read this before every new sales page that I write!
thanks sue!
Sue,
You make a great point here. It’s all about the transformation, right?
It’s easy to get caught up in what they “get” instead of who they become.
Hugs,
Linda
Sue,
Your analogy is a good one. Your points are certainly worth paying attention to. Thanks for sharing.
Mitch
Brilliant article Sue. You are the master of marketing the service or product. Step by Step explanation. Love it!
Kiyla Fenell
The Ultimate Staffing Success System
Love the name of your newest venture, Kiyla. Thanks for calling me the “master” 🙂
Sue P.
I love bullet points Sue, clear, short and to the point. I got it!!
Excellent post, Sue — and I totally love jewelry parallels. I can read about jewelry all day! XO, Katherine.
You post great posts. Bookmarked !