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This article is from Michael Hepworth 's "Street-Smart Marketer #37: Getting Emotion Into Your Business Marketing"
In my last issue I talked about remembering that business prospects are people too and that they make purchases for emotional reasons.
When marketing to them, remember the following emotional appeals, and include them either in your sales pitches and in your copy.
A Fear of Failure: When using this appeal you can be direct and address the possibility that they may fail if they don't take advantage of your services.
A Desire for Recognition: Here is a chance to focus on their dreams and desires for career success and how your service can help them achieve it.
A Desire for A Stress Free Existence: This is simple and straight forward emotion to address when dealing with business people. Show how implementing what you recommend can help provide them with a stress free existence.
Remember to focus as much on the human side of your prospect as you do on the business side, and you will find it will pay off in spades.
Michael Hepworth is a Revenue Growth Specialist with Results Exchange Inc. He can be reached at StreetSmart.Marketer@results-exchange.com or visit his web site at www.results-exchange.com
Added on April 14, 2005
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