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While I’m sure it’s true that, as the saying goes, “to know you is to love you,” your potential customers do not yet know you and they certainly don’t love you. In fact, they probably don’t care about you at all. All they care about is what’s in it for them. How will your products or services will solve their problems or improve their lives?

This month I look at how to communicate the “what’s in it for me” factor in a way that will resonate with your target audience. Of course, if you need help doing this in your marketing materials, give me a call.



FACTS VS EMOTIONS


When you’re writing a marketing piece, being truthful is a must. However, if all you do is present a list of straight-forward facts, you’re not likely to make a lot of sales. Why? Because few people make purchase decisions based on facts alone. To actually sell your products or services you need to take those facts and communicate the impact – especially the emotional impact – that the purchase decision will have on the buyer’s life.

Straight-Forward Facts vs. Emotional Appeal

So how do you transform dry facts into emotionally-appealing benefits? Take a look at the examples below:

Charity

  • Fact: We’re asking for a $500 donation.
  • Emotional Appeal: Your $500 donation will ensure that 250 children in your area who would otherwise go hungry will enjoy a delicious and nutritious lunch every day next month.

Dog waste bags

  • Fact: Each box contains 90 waste bags.
  • Emotional Appeal: Each box contains so many bags that you won’t run out for months.

Medication warning

  • Fact: Contraindicated for people who have diabetes.
  • Emotional Appeal: Can cause sudden heart failure in diabetics.

Dental office

  • Fact: The office is open on Monday, Wednesday and Friday evenings as well as Saturday mornings.
  • Emotional Appeal: You won’t have to miss work to see the dentist, because we’re open evenings and weekends!

Swimming pool cleaning service

  • Fact: Incorrect pool chemistry can lead to the growth of micro-organisms and bacteria.
  • Emotional Appeal: Pool water can be very dangerous to your health. Our specialized training in pool chemistry means you can rest assured that your family and friends won’t be hospitalized with water-borne illnesses after an afternoon in your pool.

Is your business communicating facts or making emotional appeals? Words can have extraordinary power. When writing for your business, choose your words wisely!





What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon