I’ve often said marketing is simply psychology plus math…a “manipulation” of emotions and focus with an intent to get a prospective client to buy from you.
Most people cringe at the thought of using any type of emotional appeal in their advertising, yet it’s been proven over and over again that all human beings make their buying decisions based on an emotion or feeling, NOT just facts.
Therefore, if you refuse to use emotion in your marketing copy and sales strategy, stubbornly insisting on sticking to a LOGICAL argument laden with facts, you will be suppressing your response and overall success.
I had a client once change the name of their managed services plan from “Silver, Gold and Platinum” to “Home Business, Economy and Premier” and describe the “Economy” service as one for those businesses that are not as financially stable and secure as they’d like to be but still want quality IT support, and the “Premier” service designed exclusively for successful CEOs of fast-growing companies that need IT handled…who want “first class, white glove” service and wouldn’t settle for anything less.
INSTANTLY (and changing no other aspect of his pitch) he had prospects skipping OVER the “Home Business” service and only considering the other two; PLUS he more than doubled the number of businesses that took the high-end plan.
Again, no change in what’s included or the pricing. It shocked the heck out of him, but didn’t surprise me in the least.
Question for you: Are you relying too much on facts and logic to make a sale?
How might you build more emotional juice into your marketing and your sales presentation?
For example, let’s take technical network audits. I know some tiptoe around this when presenting the report to the prospect, afraid of what they feel is “fear-mongering” or talking bad about the competition.
Nuts. You MUST make mountains out of molehills. Worse yet, many don’t even conduct such an audit, citing it’s “too much work” or unnecessary. Crazy.
You’re getting ONE CHANCE to make a solid case for why they need managed services…and why they need it from you. You have cheaper and more aggressive competitors vying for the business.
There are a million reasons why they WON’T buy now. Why only have ONE pillar holding up the roof? Why not build the Parthenon?
Interested in working with us to learn how to use this and other ideas that will make your marketing more effective, attracting your ideal leads and consistently making your phone ring? Claim your free gift, “The Ultimate Marketing System For MSPs and IT Services Starter Kit.” Click Here Now.
