Nothing happens until a person is motivated by some COPYRIGHTED MATERIAL. Motivational Marketing and Why It Is Important to Your Business CHAPTER

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1 1 CHAPTER r Motivational Marketing and Why It Is Important to Your Business Nothing happens until a person is motivated by some force to take action. For example, before a person takes even the first step toward making a purchase, no matter how small it may be, he or she must be motivated. Picture this in your mind: You re sitting at home on a warm summer day, enjoying time off from work, and doing nothing at this moment. You re simply enjoying the moment. What would it take to get you to get dressed, get in your car, drive to the store, and buy something? You would need some form of motivation. Let s say you re motivated by thirst. You suddenly realize that your day would be more joyful if only you could satisfy your thirst. COPYRIGHTED MATERIAL 1

2 2 MOTIVATIONAL MARKETING AND WHY IT IS IMPORTANT Motivated by the pain of thirst or the vision of satisfaction you ll experience once your thirst is quenched, you get up and walk over to the refrigerator only to find there s nothing to drink. Now how do you feel? Did the motivation suddenly go away, or did it actually increase? I ll bet now you re motivated by even more pain of having nothing to drink, or the even stronger vision of how good it would be to have a nice cold drink in your hands right now. So you grab your wallet and keys, and you re off to the store. On your way, you begin to think about what you re going to buy. You think about how you want to feel, but in your mind, you link that feeling to certain drinks you may have seen effectively advertised on television. Will it be a popular cola, bottled water, or the latest energy drink? It all depends on how effectively the advertising from the company linked the product emotionally in your mind. Think about a nice cold drink, outside, under the summer sun. What comes to mind? You re probably going to buy that drink, or something similar, not because one contains more high fructose corn syrup, or more yellow number 5 than the other, but rather because of your perception of how that drink will make you feel. So you re motivated by emotions those the advertiser suggested you d feel while drinking and enjoying their product. You were motivated initially by thirst, then further motivated by advertising until finally you walked up to the checkout stand with a cool drink in your hand, happy, and ready to get back home for more rest and relaxation. WHAT REALLY MOTIVATES PEOPLE TO BUY? In our society, there are hundreds of motivations, but only a handful are really worth our attention as marketers. Throughout

3 What Really Motivates People to Buy? 3 this book, I share the top five emotional motivators and show you decisively how to integrate them into your marketing materials. These five emotional motivators have the power to get somebody off the couch, into his car, to your store, and further to convince him to purchase the exact product you want him to, without ever so much as noticing the competition. SUCCESS STRATEGY Nothing is sold until you can motivate people to make a purchase. Motivation is what makes people take action. In my role as a marketing consultant, I always look to the emotions that motivate people to buy the products and services my clients sell. If I could get inside prospects heads, I would want to know the answers to the following questions: What are they thinking? What are they feeling? What emotions could I use in my marketing to motivate them to buy now? When you have the answers to these questions, you can build a marketing system that works reliably for years on end. The emotional motivators in this book have not changed since the day people started to market. Neither will they change any time in the future because people have always been motivated by the same primary driving emotions. Our job, as marketers, is to find out what those emotions are and appeal to them in every ad, every sales letter, web page, radio spot, or infomercial we create. I go even further and tap into those same emotions by adding text on the outside of an envelope, on

4 4 MOTIVATIONAL MARKETING AND WHY IT IS IMPORTANT order forms, on the letter I send along with the product they ve already bought and paid for, and on the product itself. MOTIVATION IS A CONTINUOUS PROCESS The key to motivational marketing is to do everything you can to motivate your prospects to buy from you and to keep them motivated during and even after the buying process is complete. It s been said that motivation is like bathing. It feels great when you take a bath, but it doesn t last. Soon enough you ll be ready for another bath, then another throughout your entire lifetime. Because motivation is not long lasting, we have to constantly motivate our prospects to buy from us again and again. Your goal is to motivate your prospect before and during the buying process, as well as after the product arrives. If the buyer remains motivated about her purchase, you remove the possibility of buyer s remorse, cut refunds to the bare minimum, and increase the likelihood that your buyer will actually use your product or service. There are two of types of people who buy from your business. The first is simply a good customer. These are the customers who come back repeatedly to buy from you without much effort on your part to sell to them. The second, preferred type of customer is called a raving fan. Think back to your days as a teenager who was so excited about the latest sci-fi movie you saw that you could not wait to tell your friends now you know what I mean. Raving fans not only support your business but also help it grow. When you can keep fans motivated, they will spread the word about your offering or product to their circles of influence. The word spreads and you end up with more and more customers.

5 Motivation Is a Continuous Process 5 This is the power of motivational marketing. In my world, I go even farther with the motivational concept to make sure the people who work with my company are motivated and excited to work with us. People who aren t excited about what we re creating take the rest of the team down. I make sure anybody who is not motivated is replaced immediately. If this sounds harsh, it is on the front end. On the back end, it s better for everybody if the business has a motivated team working together. Motivation is the fuel that makes a business run or a person buy from you. Without that fuel, sales aren t made and soon the business will close its doors forever. Master what you read in these pages and I promise you the business you build will be one that allows you to live the life of your dreams. Now, let s look at the first important information you must clearly understand to properly use motivational marketing in your business.

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