You have a killer product or service, people seem to need it but they turn you down.
What's going on?
The old saying "it's not what you say, it's how you say it" comes into play here. What it comes down to is the language, the "voice" of your content.
Often we're so glued to WHAT we do, we want to describe it in detail and we want everyone to know the process we go through to get the results they want.
It's natural, because as entrepreneurs we're so passionate about what we do that we want the whole world to know. But it turns people right off because we fail to connect with them on an emotional level.
People make buying decisions emotionally first. Then they justify with logic. To get them to the decision point, you have to speak to their emotions.
Think about it. When you buy chocolate, do you buy it because you know that cooca is supposed to have health benefits, or do you buy because the divine taste makes you feel warm, fuzzy, luxurious [insert your own reasons here!] or it reminds you of something pleasant? I'm guessing that most of you do not buy because of the cocoa factor, which represents the hard facts.
People buy for their reasons, not yours. When you tap into the feeling response they hope to get, you have a much better chance of getting them to take action because you'll come closer to THEIR reasons for wanting what you offer. Because you'll relate to them on a personal level and not with intellectual ideas. Because they'll feel you understand them, that they're important to you and they'll be excited about what you can do for them.
Not that the facts aren't important. They are. But when you show that you genuinely relate to your prospect's experience, or the experience she wants to have, then you're more likely to get a positive response.
Once you understand and use this, you'll be ahead of most of your competitors who are selling only facts.
Copyright 2010 Maggie Dennison