Take Action Now	1 \| 2 Quick Exercise to Double Your Marketing Effectiveness "People make their buying decisions emotionally." Everyone in sales has heard this phrase many times, but the reality is that most of us still present our products and services as if people made their buying decisions intellectually. Our presentations are tight logical arguments with diagrams and charts and documentation proving why our product is valuable. But the result may be that we don't get a "yes" response from our market as often as we would if we tapped into people's emotions--where they make their decisions. Try this quick exercise to double your marketing effectiveness: 1) Are you tapping into people's logic or emotions? Take a quick look at your main marketing presentations: The home page of your Web site, you brochure, your tag line and elevator speech, your 60 second commercial, your first client interview. How are these tapping into your listener's emotions? 2) Make a quick list of all the emotions surrounding the need for your product or services. What pain do you cure? How does someone feel when they most need what you have to offer? If you're a chiropractor or dentist, this may be pretty easy. However, bone diagrams and tooth charts may not be the greatest selling tools. Focus on the emotions. If you're a Realtor, what emotions do people experience when they are trying to sell their own home (FSBO) or work with a Realtor who is not a good fit? 3) How do those feelings affect people's life experience? Their self confidence, relationships, success? Make a list. 3) How does the value of what you offer cure the pain that caused the painful emotions? Now offer a few logical points, but make this brief and to the point. 4) How do people feel after they experience the value of what you have to offer? Work on your description of the "better life" you help create. Paint a vivid picture that focuses on the feelings your clients experience. When it comes to getting a "yes" response, marketing over the Internet follows the same general principle as marketing over other venues: Tap into people's emotions and boost your marketing effectiveness. In fact, in the impersonal environment of the Internet, an emotional approach will quickly set you apart and make a great difference in your results. 1 \| 2
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Quick Exercise to Double Your Marketing Effectiveness

"People make their buying decisions emotionally." Everyone in sales has heard this phrase many times, but the reality is that most of us still present our products and services as if people made their buying decisions intellectually. Our presentations are tight logical arguments with diagrams and charts and documentation proving why our product is valuable. But the result may be that we don't get a "yes" response from our market as often as we would if we tapped into people's emotions--where they make their decisions.

Try this quick exercise to double your marketing effectiveness:

1) Are you tapping into people's logic or emotions? Take a quick look at your main marketing presentations: The home page of your Web site, you brochure, your tag line and elevator speech, your 60 second commercial, your first client interview. How are these tapping into your listener's emotions?

2) Make a quick list of all the emotions surrounding the need for your product or services. What pain do you cure? How does someone feel when they most need what you have to offer? If you're a chiropractor or dentist, this may be pretty easy. However, bone diagrams and tooth charts may not be the greatest selling tools. Focus on the emotions. If you're a Realtor, what emotions do people experience when they are trying to sell their own home (FSBO) or work with a Realtor who is not a good fit?

3) How do those feelings affect people's life experience? Their self confidence, relationships, success? Make a list.

3) How does the value of what you offer cure the pain that caused the painful emotions? Now offer a few logical points, but make this brief and to the point.

4) How do people feel after they experience the value of what you have to offer? Work on your description of the "better life" you help create. Paint a vivid picture that focuses on the feelings your clients experience.

When it comes to getting a "yes" response, marketing over the Internet follows the same general principle as marketing over other venues: Tap into people's emotions and boost your marketing effectiveness. In fact, in the impersonal environment of the Internet, an emotional approach will quickly set you apart and make a great difference in your results.

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