Tuesday, July 29, 2008

The Seven Principles of Persuasive Selling (Part 3)

KEYPOINT: In reality, you and I buy very few things for rational reasons. Instead, we buy things (especially those "spur of the moment" impulse items!) because of emotions...because of feelings.

Now, since people purchase a LOT of products based on emotions, what can you do to trigger those emotions?

Secrets of Tapping into Emotions
There are two secrets to touching the way we feel about things that work the majority of the time (I'll touch on both of these more later and in-depth in Las Vegas, but let me introduce them now)...

$10,000 KEY: Present problems and offer solutions. Early on in your offer or your presentation is a great place to do this. Outline a problem that your buyer or your target audience is probably facing and then point out how your product provides the solution...


One of the biggest obstacles facing most people doing business online is generating traffic to their websites.

Let me show you how to really get quality people who are interested in YOU and your WORK, product, service, experience, to YOUR website...

I like contrasting my work with others who write about, create products, and courses that are about similar topics to what I'm doing, but there is a significant difference. There's no need to replicate information. So I produce where others are deficient. but have no depth or value (or worse, it's actually destructive to their clients, customers or buyers).

That's a huge competitive advantage...USP...if you will.

Face it. Someone goes to a seminar for $5000 and gets nothing but a sales pitch or a bunch of sales pitches.

It doesn't take rocket science to know people are still angry... to know that they wanted value, and didn't get it. And that's where an opportunity is created for me to create happy and loyal lifetime relationships.

I mean think of the last time you went to a seminar that was really a sales pitch for a bunch of other stuff.

What emotions are triggered here? Anger? Absolutely! Most likely the reader is angry because she herself has been taken and disillusioned by the event, and the like.

The KEY is that there is a problem that they face, (the reason they went to the first event) there is the possibility of a solution for them to take a "chance" on Kevin Hogan.

Emotion has already been triggered and will continue to be fed throughout the remainder of our hypothetical presentation.

(I can feel the emotions of this scenario right now!)

You want to point out what happened with the other event. Let it sting.

Then let the reader/prospect/customer/future client see the existing problems that caused them to want to go to THAT event in the first place, then offer solutions where possible.

Don't exaggerate, lie or hype. Offer realistic, reachable solutions that will come to fruition in the near future.

We all have problems and we all want them eliminated. And, we don't mind paying for those solutions -- if they are real solutions.

KEYPOINT: Be the CLEAR ALTERNATIVE. If you can't be passionate about being the clear alternative....

* Present luxuries and offer opportunities. The flipside to that coin is to present something that triggers our passion and offer us a chance to obtain it. For example, here's one that would get a lot of people now...

"Wouldn't you like to improve your golf game so dramatically that you'll have your buddies scrambling to keep up with you?"

"Let me show you how to take at least 10 strokes off your total by the end of the week. You'll drive the ball farther, hit amazingly accurate chip shots and putt like a pro. Here's how..."

Aaaah. Show me where to sign up!

What emotions are triggered here? Excitement! Joy! Passion! Pride!

KEYPOINT: There is a certain "attraction" between our psyches and an opportunity to fulfill something we are passionate about.

The idea for you is to capitalize on an EXISTING emotional want.

For example, If you get targeted traffic to your website, or the right people in your store, then it is EASY present your work to your visitors because of their existing desires.

They already want something, all you have to do is be credible enough to persuade them that they can have it.

One reason we buy is because the offer or opportunity triggers some feeling inside of us that prompts us to go for it.

Your job is to let them pull the trigger.