Fear, desire & other motivators

Knowing what motivates your customer is the key to your success. Though your target market might seem diverse they will all share similar dominant motivators. Understand these key motivators and you can tailor a marketing plan to meet their needs and make that sale.

Targeting the emotional Achilles heel

  • Tune into the internal conversation your customer is already having:
    ‘I’m so overweight I’m dreading wearing bathers this summer’
  • Identify the emotion or desire your customer is feeling:
    Emotion: fear, vanity, loss of control, Desire: self-confidence, good looks
  • Convey the benefit of your product in solving their pain and bringing about their desire:
    ‘Take control of your body with our all-new Calorie Burning Pill and feel great this summer’

Invalidate all other solutions

  • Take care to reject other solutions to your customer’s problems:
    ‘Tired of short-term faddy diets, expensive personal trainers and appetite suppressants that don’t work?’

Overcome objections, reduce risk and add urgency

  • Objection are barriers to a sale so knock them down by backing up your claims with clinical proof, seals of approval and by offering a guarantee. Adding a limited special offer gives your customer another reason to ‘Buy Now!’.

Add social proof

  • Use client testimonials to show suspicious prospects that you’ve previously satisfied many customers. This builds trust, another crucial selling factor.

Remember: Don’t sell the product, sell the emotion!

Here are a few key motivators and desires to get you thinking about what motivates your target market.

Fear
Greed
Vanity
Lust
Envy
Pride
Laziness
Anger
Strength
Charity
Hope
Prejudice
Justice
Money
Good looks
Comfort
Time
Praise
Popularity
Leisure
Self-confidence
Enjoyment
Success
Health
Security

Happy motivating.Till next time,Lisa at The Word Nest


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