your customer and consider what they would use your drill for.
Perhaps to hang a picture?
So then why would this person want to hang a picture?
Perhaps to make their living space feel like theirs. To officially take ownership of it by saying... "Yes this is my picture and its hanging on my wall. This space is mine now"
Perhaps to make their living space feel like a home with a warm and loving painting that makes them feel a certain way when they look at it.
Maybe one that reminds them each day about a great experience they had.
Perhaps to enjoy the feeling of their friends coming over to see this beautiful picture or painting hanging on the wall and to hear one of them say "Wow! Amazing picture Tiffany! I love it"
Notice how I'm considering how that picture will make the potential buyer feel?
Not the drill. I must sell the result. Not the thing that will help them get the result just yet.
*This is where most marketers mess up. They sell the thing instead of selling the result the thing will help someone get along with the feeling they'll receive in the process.
How something makes you feel is why you purchase just about everything you purchase.
So thats why when i say:
Check out my RIGID SUBZERO 4.7 Drill, this is the best drill, it makes a perfect hole, and it on sale right now for 20% off!!!
That statement goes unnoticed by my potential buyers because they don't want the drill.
If I sell the thing... I don't get any sales. (que a sad song)
SO...
If we wanted to sell this drill, it would be much better to:
Create a document or a short video on 7 Ways To Make Your Home A More Welcoming Environment
This marketing material would have 6 tips that weren't connected to hanging pictures
- area rugs
- neutral paint with a splash of color on one wall
- furniture arrangement
- feng shui
- front door
- lighting
but one of them would be about hanging pictures or paintings.
We would market it to people who were interested in home interiors with absolutely nothing to sell on this particular video.
However, for someone that watched at least 50% of the video, we would re-target them with a short clip with tips on hanging pictures perfectly. We would also include how we were really enjoying our new RIGID SUBZERO 4.7 Drill that helped us quickly and quietly drill a perfect hole every time.
We'd likely demonstrate how easy it was to use and hang up a beautiful picture right there on camera! We would have a look of satisfaction on our face and the person watching the video would likely mirror our facial expression.
Then there would be an invitation to view this drill's website where we sell it.
After they clicked on the webpage that the drill was for sale on, they likely wouldn't buy it right then...
But the seed was already planted in their mind and the most difficult task has already been achieved.
Now a couple of things have happened at this point and I want to highlight this for you, then we'll finish up with how to sell the drill.
So far: You have accomplished some very important things.
a) You have properly identified the right type of person who would be interested in your drill
b) You have built like & trust with them by educating them on ways to add warmth to their home
c) they like you now
d) they trust you now
e) they have seen your webpage
f) they visited your webpage by choice.
At this stage we would set up a retargeting ad that shared a few additional features of the drill along with some testimonials from other happy customers with beautiful homes and beautiful pictures.
Remember, I don't actually want the thing (in this case the drill)
So everything you put in front of me now needs to be about this incredible feeling i'm going to get when I purchase this drill.
When I buy your drill I'm also getting these beautiful houses that i'm seeing. I'm also getting these beautiful pictures that i'm seeing. I'm also now one of these very happy and content people with an expression of laughter and bliss on my face.
Now for the offer...
At this point you want to create whats called an irresistible offer.
Once I hear this offer it must be so good that there's no way I wouldn't take action on it today. I'd be crazy not to.
Not because you said I'd be crazy not to, but because I decided that based upon how good your offer was.
A good offer possesses aspects of scarcity. (Hurry! Only 23 left!!)
A good offer gives me incentive to take action now (The next 10 customers will also get this ______________(insert awesome thing thats easy to deliver upon)
A good offer is easy to buy (accepts credit card, paypal, apple pay)
And thats a complete sale process.