Psychological Marketing Basics - Part Two - How to Benefits, Emotion and Values Work For You

How many times have you heard someone say, "Sell with benefits -- not features!" Or, "Use emotion to sell -- not facts." Has anyone ever explained to you what benefits and emotion really mean? Probably not.

At the risk of sounding overly simple: every decision maker is a person - that's the most common element in all of business. Everyone who buys your product is a human being - politician, hockey mom, human resources manager, homeowner, CEO, widow, Boy Scout or musician.

Instead of passing that off as merely obvious, use it to your advantage. You can appeal to any human being by presenting your product or service in terms that person relates to. What are those terms? They are the person's values. In fact, think bigger - If you can discover what your target market values, you will be able to be far more effective reaching them and inspiring them to give you a try.

Psychologically, values are the umbrella under which you find specific business benefits. Those benefits are determined by emotional motivators. But the person will only take action if the motivators belong to that person and are phrased in his or ner psychological language. How do you know what that language is? That's easy. Simply determine the person's Personality Type.

For example:

Driver Personality Type values control and tradition.
Analytical Personality Type values relevant information and being the expert.
Expressive Personality Type values freedom and out-of-the-box action.
Amiable Personality Type values relationships and appropriate behavior.

Now, knowing those things, can't you more easily see which Type will want your products or services? Then, merely use those words in your marketing. In fact, use those words in the headlines. The combination of values, emotion and benefits will directly affect your prospect by helping him like you. And once he likes you and what you are telling him, those values, emotion and benefits will help him take action on your behalf.

How could he not take action? You speak his language, understand what he wants, and you're extending it to him. It's not a sales pitch, it's a great deal. You made this his lucky day!

When you apply this thinking to your drip marketing, or website or selling proposition, you set-up multiple opportunities for you to show or prove your value to your prospect or target market. In other words, you are serving as a magnet to attract them, rather than running after them. Which makes more sense to you?

In Closing. Personality Types are very simple to understand. You don't need a degree in psychology to use this body of knowledge. In fact, you can learn all you need from our book Face Values. The bottom line is this: if you're not building your business on effective psychology, you're holding yourself back. Please, let us help you. Find us at: www.aboutpeople.com -- Michael Lovas