Why Logic is Costing You Money

August 28, 2009 by  Filed under: Marketing 

Are you racking your brain for why your marketing techniques aren’t as successful as you would like them to be? Why aren’t people buying your product when logic dictates that it will benefit them by giving them a solution to a problem, and benefit you with money in your pocket?

Seems like the perfect win-win situation, right?

Except logic has nothing to do with sales or marketing.

Very close to 100% of all purchases consumers make is on an emotional level. The key to this is that these same consumers can’t articulate these emotions or why they make them spend their hard-earned money.

Your job as a direct marketer, copywriter, advertiser, is not to present a highly logical decision for your customer. You can convince them to make a purchase without them even realizing you have done so, and that’s because the best marketers operate below the conscious, logical reasoning of their consumer base.

Imagine a person deciding to buy a house, a huge, once-in-a-lifetime kind of purchase. Do you think people buy houses based on logic?

If they’re paying 500$ for rent in an apartment that fills their needs just fine, how is it a logical decision to pay $1200 a month for a home that you are now completely responsible for and can bankrupt you if something goes wrong? Plus there’s a good chance you’ll be paying more for utilities, maybe losing the free gym and pool/spa from their apartment complex, and for what?

Because they feel emotionally compelled. Buying a house is the right thing to do. There’s a certain status to being a homeowner. That means people will feel better about themselves emotionally, whether or not they’ve convinced themselves it’s the logical choice.

Certainly, taking out enormous loans that will have complete control over your finances for decades is not a logic-based decision.

So what can you do with this information?

You can connect with your target market in a way you weren’t aware was possible. This requires a lot of research; you need to understand what emotions will get your target market influenced towards a buying decision. And that emotion, and sometimes it can be a collection of different emotions, is different for every set of markets out there.

Is your target market looking for security? Improvements to their self-esteem? Ways to attract the opposite sex?

Your market can be looking for these things consciously or subconsciously, and that’s why research is key.

There are some emotional motivators that work well in almost any situation, and one of the biggest is guilt. Whether that’s because you gave them a free gift and they’ll feel guilty if they don’t reciprocate the benefit you just gave them, or because they’ll feel guilty if they don’t do what society says they should do (buy a house), guilt, like any emotion, is a highly powerful tool.

If you can learn how to tap into these emotions of your target market like I have, you can become just as wealthy and successful as I have by doubling, tripling, quadrupling – and it won’t stop there – your ad responses with this technique. And because I’m telling you this for free and you don’t have to discover it through your own hard-knock experience and research, so you’re already a step ahead to achieving your desired profit.

Andrew Sundstrom has been described as “the world’s smartest copywriter.” He’s an income increasing results focused copywriter and the author of Ultimate Guide To Copywriting That Makes You Rich, which shows you exactly how to adapt new and proven money-making copywriting methods to your business.

To get your FREE chapter of Andrew’s latest New York Times book click here now: http://ultimatesalesadvantage.com Plus, you’ll get the award winning Consumer Guide To Copywriters Special Report.

Article Source: http://EzineArticles.com/?expert=Andrew_Sundstrom

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