TWO THOUGHTS I'D LIKE TO GET ACROSS.. THE SECOND IS MORE IMPORTANT THAN THE FIRST.
I've been stuck indoors the past couple of days working like mad on a new marketing campaign aimed at website developers. It's taken a lot of time, thought and energy...but it's all coming together nicely. Last night as I was just drifting off an idea popped to mind and so I headed off to the kitchen for a late night bowl of corn flakes and glass of orange juice to write it down so it would not be lost today.
Ideas are like that. They can happen at the most unlikely times. Like most businesses TailgateTags operates on ideas and fresh thinking. We always work from the end result backwards to achieve the greatest success for our customers......and we try to put ourselves in the customers' shoes and work from their point of view.
EMOTIONS play an enormous part in sales. I would estimate that 90% of customers use emotion as their main motivation to purchase...or not to purchase. It's like that in real estate....and it's like that in marketing TailGateTags. We can explain in infinate detail how good our product is and the benefits it delivers, but if we don't capture "emotion," no amount of information will induce a customer to order. Price is not always the determining factor in making sales. We could market our TailGateTags at $59.95 ea. just as easily at $39.95 ea.. Those who want them would happily pay the higher price. (Not to worry. We're not planning to raise prices.)
Have you ever noticed the long lines of people who camp out all night in front of computer stores to get their hands on the latest version of some new high tech and OVER-PRICED gizmo. Or all night campers outside a box office to pay hundreds of dollars for a sports...or music concert ticket.
The reason for this behavior can be spelled out in one word... E-M-O-T-I-O-N!!
Right...or wrong has very little to do with anyone's personal buying experience. What's key is what they want...at the time they want it. If they have their hearts set on chocolate ice cream, no amount of inducement will persuade them to accept vanilla EVEN AT A LOWER PRICE.
When you discover the secret of understanding emotions, you will have discovered the secret to sales success.
Thanks. Sincerely, David
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