“One night a year all crime—including murder—is legal for 12 hours.”
That is in the description for the movie trailer for “The Purge: Anarchy” currently in theaters.
Maybe you’ve seen the ad for the movie? It shows total chaos and innocent people trapped on the streets among people committing horrible crimes. Pretty frightening stuff, especially if you put yourself into that scenario.
Talk about triggering emotion!
Movie trailers are a great example of tapping into deep emotions that get reactions from their viewers and make them want to see a movie.
Whether a trailer is so scary you can’t bear to look or it is so heartfelt it makes you cry, the makers of movie trailers are masters of using emotion to sell viewers on watching their movies.
Appealing to your target audience’s emotions is a critical key ingredient that will help you sell more of your products and services, faster, and more efficiently.
Emotions are strong feelings that move people to action. So when you create promotions and ads that arouse the right emotions, you’ll get your prospects to buy what you are selling.
How do you do that? Today I’ll walk you through a simple two-step process that will allow you to not only trigger emotions, but trigger the RIGHT emotions that will get your prospects and customers to move to action.
Step 1: Identify the buying emotion. If you’ve studied copy at all, you likely have witnessed this done. In fact, two emotions commonly used are fear and greed. And don’t get me wrong, these are two emotions that work well. However, it’s important to remember that these aren’t the only two emotions people have, nor are they always the best or most effective triggers. In fact, if these are the only two trigger emotions you use, you will likely lose out on a big portion of sales.
People feel a range of emotions from anger to happiness to sorrow to laziness. When creating your marketing, you first need to identify the correct emotion (or emotions) that will stimulate your prospect or customer to buy.
Remember that the buying emotion is often made up of a mixture of emotions. When you use a mixture of emotions, you’ll not only reach more of your target audience, but you’ll reach them on a deeper level and invoke more sales.
How do you identify the right buying emotion?
- Study high-converting promotions. By looking at promotions you know have been tested and are working, you can identify core emotions that are working well with your target audience. When picking promotions to study, it’s not a requirement that the product and service matches yours. Rather than that, look at who the promotion is targeting and whether that is a match for your target audience. What emotions are they tapping into? Would these work for your product or service?
- Find out what your target audience is saying. Hang out where your target audience is, “listen” to what they talk about and the way they talk.
For example, you can visit online chat rooms where your target audience hangs out to find out what they are saying and the way they say it. To do this, just visit a chat room that matches your topic. For instance, if you are selling financial products, you might hang out in the MSN Money chat room.
Step 2: Utilize the buying emotion to build desire. Once you’ve identified the correct mixture of trigger emotions that make up your buying emotion, you’ll use them to build desire for your product or service. The idea is that by the time your prospect gets through your ad or promotion the emotion is so strong he can actually picture himself experiencing the scenario you’ve painted for him so much so that he is driven to make a purchase.
For example, an ad for a supplement that helps with joint pain might depict someone in their sixties with a before and after scenario. The first scenario depicts the main character in pain, sitting on the sidelines and unable to participate in activities she enjoys. The person may even look older or unhappy. The after scenario depicts the same person smiling and enjoying life—gardening, riding bikes, and hiking. More than one emotion is tapped into here, and the desire to avoid pain and feeling old along with the desire to be able to enjoy life is so high by the end of the ad, that the prospect can picture him or herself being able to get back out and enjoy life again that he is driven to purchase the product.
If you want to persuade people to buy more, you must understand the emotions that spur them to take action. Discover the triggers that do this, and how to evoke those emotions, and you’ll sell more, faster, and more efficiently.
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