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 need my website up and looking great. Right now I’m missing out on leads and sales.’
- Identify the emotion or desire your customer is feeling:
Emotion: fear of missing out, overwhelm. Desire: confidence, pride, peace of mind, time, sales
- Convey the benefit of your product in solving their pain and bringing about their desire:
‘Get your website designed in just one day. Done and dusted with no fuss or faff. Bringing you sales while you sleep.’
Invalidate all other solutions
- Take care to reject other solutions to your customer’s problems:
‘Forget the back and forth of traditional design projects or the time-suck and headaches of website DIY.’
Overcome objections, reduce risk and add urgency
- Objections are barriers to a sale. Knock them down by backing up your claims with seals of approval or a guarantee. Adding a limited special offer gives your customer another reason to ‘Buy Now!’.
Add social proof
- Use client testimonials to show sceptical prospects that you’ve previously satisfied many customers. This builds trust – a 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.