| Those are power-filled words that move us all to | | | | If you manufacture a unique ingredient, paint a |
| some kind of action. Just reading them evokes a | | | | word picture describing how your ingredient will |
| response deep within us. This is part of the | | | | transform your customer's product. Tell how it will |
| mystery of human nature. | | | | give their product an irresistible flavor, or make it |
| We all learned about the power of emotions in | | | | smooth and creamy, mouthwatering. Make the |
| Marketing 101, but it was a long time ago, and the | | | | unique ingredient the one thing they can not do |
| edge dulls over time. Let's sharpen the edge again. | | | | without. |
| For thousands of years, emotions have been | | | | If you are in the restaurant business you can |
| used as an effective way to stimulate people, and | | | | paint a savory, mouth-watering picture in th mind |
| to control them. This is because, in general, | | | | of your reader by describing some of the aspects |
| humans are strongly motivated by their emotions. | | | | of creating a dish: "The Master Chef then gently |
| The most talked-about emotions are the Seven | | | | adds a splash of fruity wine to the golden sauce, |
| Deadly Sins: Fear, Greed, Vanity, Lust, Envy, | | | | bringing a hint of summer days to delight your |
| Pride, and Laziness! | | | | palate and tickle your senses." Or, "When our |
| Some other powerful emotions are Generosity, | | | | steaming dishes are placed before you, your eyes |
| Curiosity, Love, Compassion, Regret, and the | | | | will be bathed in the eternally delightful combination |
| human need to "belong" or be part of a group. | | | | of earth-brown mushrooms, golden garlic, and |
| Guilt is a heavily exploited emotion, recognized | | | | glowing green peppers, all of it caressing the |
| more than two millennia ago, for its effectiveness | | | | mouth-watering, juicy sirloin nestled beneath. |
| in motivating people to do what's wanted. | | | | Remember: Benefits support features. You can |
| Unfortunately, there are still a few companies, | | | | illustrate the benefits by painting word pictures |
| today, who use guilt to gain and retain customers. | | | | with the features. When people can envision your |
| Marketing and advertising people rely heavily on | | | | product, and experience an emotional response to |
| the use of emotions to sell their products. | | | | your message, the features magically transform |
| Politicians smother us with these emotions during | | | | into benefits! |
| campaigns. Parents use threats (Fear) and praise | | | | Emotions Plus Repetition |
| (Pride) to raise their children. | | | | Repetition locks your company into a buyer's |
| Bottom Line: Emotions sell, if you know how to | | | | memory. The real secret here is to combine the |
| use them correctly. | | | | use of emotion with repetition. |
| What's The Best Way to Use Emotions? | | | | As a Clinical Hypnotherapist, I knew that if a client |
| You do it by turning your features into benefits. | | | | could evoke the desired emotions to go with a |
| Those benefits can be filled with the emotions | | | | desired behavior change, the awesome power of |
| you choose. Paint a word picture, supported by | | | | the subconscious mind would almost always |
| graphics that will appeal to the desires of the | | | | guarantee success. Emotions, combined with |
| reader. Put in enough details that your prospect | | | | repetition, helped people lose weight, give up |
| can visualize himself in the picture. | | | | smoking, recover from panic attacks, sleep |
| If you're a clothing manufacturer, talk about how | | | | better, and deal with chronic pain. |
| meticulous you are in finding and using the best | | | | When you evoke an emotion, coupled with a |
| fabrics, the most up-to-date, flattering fashions, or | | | | repetitive idea, you sell more products. Emotions |
| the feathery softness of your silks, the | | | | super-charge the subconscious mind, and drive it |
| unbeatable comfort and endurance of your | | | | to achieve it's strong desire. Repetition locks the |
| cottons. Describe the stunning beauty your | | | | desire in memory. |
| dresses bestow on the wearer. Paint pictures with | | | | Emotions, plus repetition, are an unbeatable |
| the lively colors of the fabrics. Show them the | | | | combination. |
| cloud of downy softness that will surround their | | | | Your customers will remember you, loyalty will |
| customers. | | | | grow, and your ROI will soar. |