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Please consider this free-reprint article written by:
Lisa Packer
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Article Title: Marketing: The Right Way To Use Benefits Now
Author: Lisa Packer
Word Count: 875
Article URL: http://www.isnare.com/?aid=79456&ca=Marketing
Format: 64cpl
Author's Email Address: response[at]lisapacker.com (replace
[at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=79456
================== ARTICLE START ==================
It�s no secret that direct response rates have fallen in recent
years � be it in the mail or anywhere else. Nor is the reason
why all that surprising: people are simply inundated with
advertising. They see hundreds � in some cases thousands � of
marketing messages a day.
So what�s a person to do when he runs into five hundred people
a day, and every one of them have eyes for his wallet? He�s
going to resist them. He�s going to start learning some of
their tricks to better defend himself.
And what is the number one trick up the marketer�s sleeve? You
guessed it: The Benefit.
Everywhere your prospect looks, someone is shouting a benefit
at him. They�re telling him he can grow his hair back, get
rich, cure joint pain � all for the unbelievably low price of
only $19.95!
Now, maybe he actually wants some of those things. But what he
doesn�t want is to be pushed or tricked into buying them. He
doesn�t want to feel like he�s been �sold.�
And there is the root of the problem. Because so much of
advertising is (rightly) based on the benefit to the consumer,
leading off your message with a big benefit headline is just
like putting a neon sign at the top that says, �Sales Message
Below!�
So what�s a good marketer to do? Do we stop selling benefits?
Goodness, NO! Your prospect hasn�t changed THAT much � he�s
still faithfully tuned in to radio station WIIFM (�What�s In It
For Me?�). He still needs to know what you�re going to do for
him. He just needs to hear it with a little more finesse.
Stop Being Obnoxious
Have you ever been minding your own business, innocently
drinking your Latte in the Starbucks at Barnes & Noble, when
some complete stranger walks up? Before you know them from
Adam, they�re telling you how you can get out of the �rut� that
is your job. Or that some supplement will help you lose weight.
Now, maybe what they�re telling you is true, and maybe it�s
even something you�d be interested in � IF they hadn�t been so
obnoxious about approaching you. As it is, you nod your head a
few times, throw in an �uh-huh� for good measure, and suddenly
notice that you were supposed to meet someone 10 minutes ago.
That�s how exaggerated benefit headlines sound to your prospect
� like a load of hype. But imagine how different your reaction
would be if the same person started a natural conversation with
you. You find out you have a few things in common � perhaps a
common irritation. Your new friend tells you how bad said
irritation used to be in her life.
Well now, don�t you want to know how she dealt with it? And as
she tells you the story, she�s also telling you all the
benefits associated with what she used to fix it. Only this
time, it doesn�t sound like a sales pitch. It sounds like a
story told by a friend.
Earning The Right To Sell
Your coffee buddy just did what all too many marketers aren�t
doing: She earned the right to sell to you. She met you where
you were and made an emotional connection before she ever
started the sales process.
Instead of just cramming benefits down your throat, she told
you a story. And in doing so, she slipped every one of those
benefits (and her sales message) right past your defenses to
your open heart.
So how do you earn the right to sell to your prospect?
Well, the first thing you have to do is get to know him. Find
out what he cares about. What�s bothering him? What�s keeping
him awake at night? What are his dreams and ambitions? What
kind of person does he really want to be?
Once you know these things, you�ll know how to enter into the
most important conversation there is. And it�s not one you�re
going to initiate with him � this conversation is way more
powerful than that. You�re going to enter the conversation your
prospect is having with himself.
What is he already feeling about what you�re trying to sell to
him? Is he frustrated because he�s tried other solutions to his
problem that failed? Is he afraid of something? Is he excited
about something new?
Meet your prospect where he is now � not where you want him to
be. Show him you feel the same way he does. Maybe you have a
common enemy. Maybe you�ve been where he is. Suddenly, you�re
not a salesman, but a friend with a story to tell.
By establishing an emotional connection with your prospect, you
can lead him to the sale instead of pushing him toward it. That
does more than increase response. It turns prospects into loyal
customers.
About The Author: Does your marketing forge an emotional
connection with your prospects? It can. Lisa Packer, author of,
"The Power Of Emotion: 6 Triggers That Turn Prospects Into
Customers," specializes in copy that does just that. Visit
http://www.lisapacker.com today and put the Power of Emotion to
work for you.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=79456
================== ARTICLE END ==================
For more free-reprint articles by Lisa Packer please visit:
http://www.isnare.com/?s=author&a=Lisa+Packer
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