by Bob Leduc

I recently read about a survey conducted among new car owners. The researchers were trying to determine which ads had the greatest impact on the buyer's decision to buy a certain car. What they discovered surprised them. Most of the new car owners they surveyed didn't remember any ads influencing their decision to buy the car. But they did remember watching the ads numerous times AFTER buying their car.

People rarely buy things for logical reasons. They buy things for the emotional reward it gives them. Later, they look for logical reasons to justify their purchase. That's why those new car buyers paid so much attention to the ads for their make of car AFTER they already bought it.

You can apply this principle to get more sales from your promotions. Start by revising your ads, sales letters and Web pages to dramatize the emotional rewards provided by your product or service. Help your prospects see themselves already enjoying the benefits they get when they buy from you.

PAINT A VIVID WORD PICTURE

Often, your sales message doesn't have to say very much about your actual product or service. Instead, paint a vivid word picture of what your customer or client will enjoy when they buy your product or service. It's not as difficult as it sounds. Just think about what your customers really want to get when they buy your product or service. Then describe it in your own words.

For example, if you offer an MLM or other home-based business opportunity you can describe what it feels like to work at home without a boss. To illustrate how this works...

Your small ad could start with something like:
"No Boss - More Income - Your Own Hours"

Your sales letter, brochure or web page could include something like:

"The day begins at a leisurely breakfast with your family. After getting the kids off to school, you walk past the living room to your office and call one of your new distributors. The overnight report shows you earned a $200 bonus on her sales last month..."

Be specific. If you sell boats, describe what it feels like cutting through the waves with your friends onboard. If you sell financial products, describe what it feels like to enjoy an affluent lifestyle without debt. If you're a business coach, describe what it feels like to own a highly profitable business.

When possible, include a photograph of someone enjoying the emotional reward. Don't use the photo to replace your word picture. Use it to help your prospect feel the experience of enjoying what you describe in your word picture.

...THEN ADD A LITTLE LOGICAL REINFORCEMENT

Most people buy for emotional rewards then look for logical reasons to justify their purchase. After dramatizing the emotional rewards of your product or service, include a little bit of logical reinforcement. It helps your prospects act on their impulse to buy. For example:

• Offer a special reduced price -- if they buy NOW.
  (Logic: "Clever decision. I saved money.")

• Include a brief testimonial from a satisfied customer.
  (Logic: "Safe decision. Others liked it.")

• Mention a few facts supporting the value of your product.
  (Logic: "Smart decision. It's the best money can buy.")

Take some time to look at your promotional material. Revise it to include word pictures of the emotional rewards your customers get when they use your product or service. You'll be surprised by how much your sales increase when you dramatize those emotional rewards.