Top 11 Emotional Triggers That Convert Prospects Into Customers

I listened to a teleseminar yesterday that went covered the top 11 emotional triggers in the sales process by Sue Painter of ConfidentMarketer.com

Sales are made on emotion, not logic. So MANY times, I write my Web copy from a logical perspective. I'm such a logical person that I think others are the same as me. That's a mistake! You need to put yourself in your customers place and find out what motivates them to buy your products/services.

Your sales approach or Web copy should include 3-4 of these triggers. So before you begin to write, sit down with a piece of paper and identify/"answer" 3 or 4 that apply to your target market, then write your copy so that it provides a solution for these.

There are more than 11, but these are the top in order of importance. Your customers can be motivated by:

1. Saving time
   
2. Saving money (wouldn't you have thought this would be #1?!)
3. Making money
4. Avoiding effort - they want EASY
5. Increasing their happiness
6. Finding success, accomplishment
7. Being pain free or in better health
8. Having fun
   
9. Gaining praise
10. Feeling safe and secure
11. Feeling liked, loved, popular
    

Identify your customers passion or pain and tell them why your products/services can help them.

All of us have a tendency to sell the "features" of our business rather than the benefits. Features are your credentials, trustworthiness, testimonials, etc. These do play an important part, but they are NOT what makes a sale. Benefits answers the "What's in it for me?" question for your customer. Bottom line, that's what they want to know - how it's going to solve my problem?.

Sue says "...if you can't identify any emotional benefits, you don't have a business!"

Are your sales where they should be? If not, then your message or your Web copy isn't connecting with your customers. Triggers change over time - evaluate constantly to see if you are feeding your customer's emotional triggers.

Join me as I continue to change my thinking process in an effort to grow my business. If you are logical like me, it will be a challenge and a learning process! But one I look forward to.

Ciao, Paula
Links to my other Web sites are in the side bar to the right of this post, under the Blog Archive section.

If you are on Twitter, you can see more of the conversation around this subject and teleseminar at #clientconversion.

About Sue:
Sue Painter, The Confident Marketer - Everything you need to conquer fear or uneasiness over marketing and networking for your business is right here. You’ll learn the how-to’s, answer the what-if’s, and create marketing strategies that build your business and your bottom line.