The first paragraph of this article provides a brief summary of the content. It discusses a recent study on the impact of advertisements on new car buyers' purchasing decisions. The surprising finding was that most buyers did not recall any ads influencing their decision, but they did remember watching the ads multiple times after buying their car. The article suggests that people often buy things for the emotional reward it gives them, and then look for logical reasons to justify their purchase. This principle can be applied to increase sales from promotions by emphasizing the emotional rewards of a product or service.
A recent study conducted among new car owners aimed to identify which advertisements had the most significant influence on their decision to purchase a specific car. The results were unexpected. Most new car owners did not recall any advertisements influencing their decision. However, they did remember watching the ads multiple times after purchasing their car.
This finding suggests that people rarely make purchases based on logical reasons. Instead, they are driven by the emotional reward that the purchase provides. They then seek logical reasons to justify their decision. This is why new car owners paid close attention to ads for their car model after they had already made the purchase.
This principle can be leveraged to increase sales from your promotions. Begin by revising your ads, sales letters, and web pages to emphasize the emotional rewards that your product or service offers. Help your potential customers envision themselves enjoying the benefits they will receive when they purchase from you.
Your sales message doesn't necessarily need to focus heavily on your actual product or service. Instead, create a vivid word picture of the experiences and benefits your customer will enjoy when they purchase your product or service. This task is not as challenging as it may seem. Simply consider what your customers truly desire when they purchase your product or service, and describe it in your own words.
For instance, if you offer a multi-level marketing (MLM) or other home-based business opportunity, you can describe the freedom of working from home without a boss. Your small ad could start with something like: "No Boss - More Income - Your Own Hours". Your sales letter, brochure, or web page could include something like: "The day begins at a leisurely breakfast with your family. After getting the kids off to school, you walk past the living room to your office and call one of your new distributors. The overnight report shows you earned a $200 bonus on her sales last month..."
Be specific in your descriptions. If you sell boats, describe the exhilaration of cutting through the waves with friends onboard. If you sell financial products, describe the satisfaction of enjoying an affluent lifestyle without debt. If you're a business coach, describe the pride of owning a highly profitable business.
Whenever possible, include a photograph of someone enjoying the emotional reward. Don't use the photo to replace your word picture. Use it to help your prospect feel the experience of enjoying what you describe in your word picture.
After emphasizing the emotional rewards of your product or service, include a bit of logical reinforcement. This helps your prospects act on their impulse to buy. For example:
Take some time to review your promotional material. Revise it to include word pictures of the emotional rewards your customers receive when they use your product or service. You'll be surprised by how much your sales increase when you amplify these emotional rewards.
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