I told you how emotions play a pivotal role in any buying decision. Today let me start the discussion with another invaluable secret.
People are Silently Begging To Be Led
This is a great distinction first popularized by marketing guru Jay Abraham. This is especially true in the “emotional categories”.
Consider this scenario: an upset person is so committed to addressing their painful, challenging situation that they are about to reach out to a complete stranger for help. This is a stressful position to be in. They go from one personal injury lawyer yellow page ad to another. Each advertiser seems to be yelling out their own name — as if anyone should care — a couple of bullet points and their phone number.
Some of these lawyer’s yellow pages ads feature a lot of white space (yellow space, actually) and “clean design” — or super bold processed color and a phone number in large type. But none of this matters much because the prospect doesn’t even know exactly what they are looking for. They are distraught and confused but then—suddenly—someone reaches out and takes them by the hand.
This smart and caring lawyer or lawfirm show the prospect the secrets to making a great choice. They help her become an educated buyer. All along she has been “silently begging to be led”. Only one advertiser understood that and now they are definitely alone on the “list of one”.
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