Action. It’s the most powerful word in business. It’s also the thing we want our prospects to do most. Take action. After all, the purpose of marketing is to get prospects ready to take action, by purchasing your product or service.
What moves your prospects to action?
First off, you must really understand WHO your audience is, and perhaps more importantly, who is NOT your audience. Figuring this out isn’t what this post is about, but you can find some helpful tips here. But here’s the most important part…not all buyers are created equal. The people who fall in your target audience will have different things that move them to buy.
You might want to write that down somewhere. It’s important, and no one ever talks about this.
Your prospects will not always be in the same place when they purchase your product/service. This means that while your audience will all have the same overall need & desire, some will be further along in the process. The result is that different things will move and drive them to buy, even though they are all wanting to achieve the same end result.
Your marketing must focus on the key elements that are most likely to move your prospects to action.
This is where knowing your audience becomes so critical. There are too many psychological movers to name. These “movers” are emotions and desires that move people to buy. Some movers are negative and some are positive. All of them are based on emotion. Here’s a few small examples…
Frustration, Fear, Stress, Anxiety, Insecurity, Complacent, Bored, Desperate, Confused, Self-conscious, Disgust, Laziness, Helpless, Overwhelmed, and Disappointed.
Love, Freedom, Respect, Wealthy, Amused, Security, Accomplished, Essential, Dependable, Stability, Spontaneous, Joy, Fulfillment, Pride, Supportive, Admiration and Confidence.
As I said, there are more movers than I can list here. When I made a list of possible psychological movers in my own business, it was over 100. That’s your next step. Make a list of all of the possible emotions that move your prospects to buy. Make sure it’s a healthy mix of positive and negative emotions. Don’t worry about being right…just make the list.
Once you have your list, go through it and cross out any of them that isn’t going to move your prospects to buy. If you made a good size list, you’ll find yourself eliminating the vast majority of them. That’s a good thing. You want to be left with only the most clear, and highly relevant psychological movers.
Your top 3 should become an underlying theme to your marketing and your content. You always want to be leading your prospects to action. Smart marketing isn’t blasting your “please buy my stuff” message to the masses. It’s showing your target audience you have a solution to their problems. Hit their emotional hot-buttons by creating messages that speaks to what moves them.
Without knowing what moves them, you’ll end up creating content and marketing that falls on deaf ears.
Photo by StGrundy