The Internet is a place that’s all too familiar to consumers. Everybody is jaded. They’ve seen it all, and they are skeptical about anything that feels unfamiliar. This doesn’t seem like very fertile ground for selling your wares, and yet sell you must.
The good news is that despite all the “buyer beware” warnings, despite the fraud, the hacking and the scam artists, people still take a leap of faith, pull out their credit cards and go for it.
Why? One word: Emotion.
It’s raw human emotion that drives our economy, but tapping into that emotion is often a daunting task for even the most well-meaning entrepreneur.
I am going to name a few “pain” emotions you need to focus on when writing on your website, in your emails and in social media that will help you keep a prospect’s curiosity going.
Of course, this is a very short list, but you get the idea.
Now, it’s important not to dwell on the negative, so you must quickly pivot to all the “pleasure” points of working with you, which include relief, joy, profit, fulfillment and any other emotions that match the desires of your target audience.
If you’re not sure of the pain and pleasure points of your ideal prospect, then it’s time to do some research. We’ll get into that in a future post.
Until then, just remember that getting emotional will keep your prospects curious enough to explore their buying options with you.