Motivational Marketing: Are Customers Motivated to BUY?
MONICA BRAUN, REAP WOMEN'S BUSINESS CENTER DIRECTOR
Are you seeking more customers? How are you asking them to buy from you? Robert Imbriale, President and CEO of Ultimate Wealth, Inc., offers some marketing “food for thought” in his book, Motivational Marketing.
Imbriale identifies five “emotional motivators” to which almost everyone responds. They are: fear, connection/love/sex, freebies and bargains, effortless money making, and having dreams come true.
Imbriale believes that marketing campaigns that push these emotional buttons really work. Different products and services appeal to different motivators, but if you find the right one(s), you’ll drive customers to your products/services.
We have heard that to be successful, you have to “find a need and fill it.” Imbriale suggests that to be a successful business, you should “find an emotional want and satisfy that want with your products and services.”
Let’s look a little more closely at the five Emotional Motivators
Emotional Motivator 1-Fear. We all have fears. An effective method of using fear to sell is to show your prospects what would happen if they did not buy your product or service. What would they miss or not have access to? It doesn’t have to be scary or graphic. It can be as simple as putting a deadline on your offer. “Place your order by Friday at noon, or you’ll miss out on this special offer!”
Emotional Motivator 2-Love. Even though in today’s society we are considered “high tech,” research shows we have need for “high touch.” Three elements make up this motivator: connection, love, and sex. Connection can be conversation, a handshake, or belonging to a social group. Love is used in many ads targeting women. People are actively looking to fulfill their desire for love, so this motivator is powerful. Sex as used here implies that you connect your product or service to the emotion generated by the thought of sex. Think of ads for diet pills or programs.
Emotional Motivator 3-Freebies and Bargains. This EM can be separated into getting something for free and getting a bargain. Can you offer something for “free”? It can be information, a CD about your product/service, an add-on to what you normally offer, etc. It’s important to offer something that relates to your business, something with a high perceived value in the eyes of the customer. Part 2 of this emotion is getting a bargain. Bargains work best when an established base price is in the minds of customers so they see a value to the “bargain.”
Emotional Motivator 4-Effortless Moneymaking. We are a society that seeks immediate gratification. Can you identify ways to make your business deliver quick results? Can you solve a problem for your customer quickly and easily? Can you explain how the use of your product or service might save your customers money?
Emotional Motivator 5-Making Dreams Come True. Another way to express this motivator would be “reaching your goals.” We all desire this in some way. Ask your customers what they want and don’t want. How does your product/service benefit them? Can you position your product/service as a vehicle to help them realize their dreams?
People usually decide to buy, or not to buy, based on their emotions. Look at your marketing efforts. Are you appealing to your customers’ emotions? Are there some changes you can make that may help you make more sales? Can you incorporate one or more of these emotional motivators into your marketing efforts? Track the results of any changes you make!
Find out more: Look for keywords and phrases to put to work with each Emotional Motivator in this month’s Roundtable Topic Insert. And you can learn more about Robert Imbriale’s Motivational Marketing Resources at:
Source: Motivational Marketing, Robert Imbriale, John Wiley & Sons, Inc. 2007.