How To Uncover The Secret “Emotional” Ingredient In Your Product That Makes People Buy

Here’s why you want to find emotional meaning in your product or service: it’s what ultimately gets people to buy. If you can make people emotional, that changes their state. If you can change their state, you can get them to make a purchase. So, the first step in selling more is to find the emotional meaning or connection in whatever product, service, or idea you’re selling.

Now, let’s get something out of the way right now. I understand that identifying the emotional meaning or connection can rate about as easy as shaving a bobcat in a phone booth. But, it’s  also the key to more sales.

Let’s see if I can break it down this way.

I’m pretty sure you’ve heard the bullet formula “Feature – Benefit – Meaning.”

Feature = what it is.

Benefit = what it does for them.

Meaning = what it means to them.

Many people find that last part of the formula difficult. I think the reason they find it difficult is the same reason as when you ask somebody what they want. If you ask someone directly what they want, often they can’t express it very succinctly. They end up talking in generalities with phrases like “I want more money.” “I want more freedom.” I want more time off.” Unfortunately, general thoughts and emotions don’t sell very well.

To figure out the emotional meaning behind a product, you can use the same basic question used in goal setting to help people “back into” what they want by first identifying what they don’t want. Ask the question “What is life like without this product?”

Not too long ago I did a consultation with the lady who sells pregnancy tea. This tea helps pregnant ladies get rid of morning sickness. Initially, we were having trouble figuring out the emotional meaning of it. But, when we looked at it from the other perspective of, “What is life like without the tea?”, the floodgates opened. Everything came into perfect perspective. Not having the team means:

  • You’re going to throw up all the time.
  • You’ll be super, super miserable all the time.
  • You’ll feel stressed all the time.
  • You’ll feel apprehensive  and under the threat of getting sick at any moment.
  • Your whole pregnancy will feel like total chaos.
  • Your consistent stress could negatively affect your baby!

Asking about your product or service this way opens up the well of emotion. I don’t know why, as human beings, it’s hard for us to figure out emotionally positive payoffs. However, we can immediately figure out negative emotional consequences. Why not use that to your advantage?

Bottom line: when thinking in terms of the emotional impact of your product, look at it from the standpoint of, “If I can’t figure out the compelling positive emotions for the product, what are the consequences of not having it? When you ask that question I think you’ll come up with some really cool and powerful answers you can immediately use in your sales copy.

Make a list of all the things your product does and then figure out the emotion(s) tied to those features and benefits. That will help you get to the emotionally compelling meaning that gives your sales copy unstoppable selling power!

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