How Selling Really Works

You see these types of advertising all the time:

1. Buy our stuff and you’ll be the first one on the block to have the latest and greatest!
2. Buy our stuff because it works, and we have all this science to back it!
3. Buy our stuff because we can sell it at such a great price, and look we’ll throw this in too! And we’ll throw this in too, such a bargain!
4. Buy our stuff because all these people say it works.

Each one has an angle, to try to convince you to buy:

1. Emotionally – you’ll feel proud, hip, and maybe superior.
2. Rationally – all these statistics can’t be wrong.
3. Emotionally – wow what a deal!
4. Rationally – look how it works for all these other people.

Well, they’re all kind of right… and they’re all kind of wrong. Because none of these follow through with how buying really works.

People go through several levels before they actually buy, and if you don’t address them all you may not be successful.

People are initially attracted by something that makes them feel good, the emotional angle. This is called the “bright shiny object syndrome” – something bright, shiny, and new will cause you to turn your head and drool with anticipation.  Consider the bright shiny object syndrome with these examples: 

1. The latest iPhone.
2. The much anticipated Beanie Baby.
3. The rarest jewelry.
4. The cutest stuffed animal.
5. The latest supplement for arthritis.

But then the rational logical side kicks in. Hey wait, that’s cute, but…

1. Do you really need the latest and greatest?
2. There will be more Beanie Babies, maybe this one won’t be so valuable.
3. Who says this is the rarest jewelry?
4. Maybe another stuffed animal will come out that’s even cuter.
5. Who says this latest supplement is effective?

And the biggest objection… maybe you should save your money instead of just jumping onto this boat.

So, you have to prove your emotional decision to that rational side:

1. This iPhone has xyz capability that will make it the most secure mobile device available.
2. The manufacturer has announced that there will no longer be Beanie Babies, so this one will be extremely valuable.
3. There’s only 2 oz of this precious metal on earth and it’s being used for this jewelry exclusively.
4. Studies show that stuffed bears with this face are the cutest ever.
5. Clinical trials prove that this supplement is the most effective yet.

And now you have to prove to yourself that this is a good deal. For instance:

• Compare prices.
• You’ll get something with this purchase you can’t get with another.

Hit all these angles and you’ll have a winner.

And when you think about it, isn’t that how you buy items too?

1. Hey look, a <nice shiny object>!!!
2. But wait, maybe it’s not what it’s cracked up to be…
3. Oooh, look at all this research, this <nice shiny object> really does work!
4. But wait, maybe I can buy it somewhere else cheaper, or get a better deal, or better ingredients, or…
5. Okay, I’ve checked it out with the competition, it looks like a real bargain!
6. Sold!!

Of course, this means you must do the research to prove that your product is really the best deal. You can do it yourself if you feel confident. Or you can hire a copywriter. But in either case, you need to appeal to all these sides to the buyer, or your sale won’t happen.

Would you like help with your selling strategy? Contact me and we’ll get something going!