Think back to the last significant purchase you made. Can you recall how it made you feel?
You can probably recall this pretty easily because it stuck with you.
There is a part of the memory process that is called consolidation. It’s this process that helps us remember the stuff that matters to us, and it’s stronger when there is a feeling or emotion tied to it
“If you can attach a name to a face and link those with an emotion, it’s more likely you’ll remember that name,” Dr. Michael Rosenbloom.
I recently bought a Mac computer from Apple. I’ve used Microsoft Windows my whole life. 20+ years, but I got fed up with trying to figure out which version of Windows I should get with a new laptop, so I switched to Apple.
I knew that the new Windows operating system wouldn’t work with my current software, and that I needed some of the software that comes with a Mac.I felt like I was going to have to start all over with the new Windows operating system, so I may as well go to a computer that lasts longer and is more reliable.
That’s why I decided on an Apple product.
When I decided to just go with a Mac, there was this freeing feeling.. I felt light, relaxed and excited.
The rest of the buying process was easy. I just went to the store, plunked down my credit card, and went for it.
This emotional response is common in many of our decisions. We think something through, then something just clicks and we’ve made up our minds. The quickness of our decision depends on the emotional connection we make to the purchase.
Getting the sale is important, but getting the ideal sale is most important.
A customer is a customer is so very wrong. Not every customer was created equal. Any business person can attest. I like calling the ideal customer, the super customer. The customer that is emotionally connected to your business. They trust you because you’ve earned it. They fly through walls to help you succeed and grow.
Too many companies try to go after everyone when they should be focusing on selling to people that are so happy with their purchase they tell their friends. Your ideal buyer.
The buyer that loves your product so much that they would have paid more, but because they didn’t, they can’t help but share with their friends why your product is the most amazing thing since the first iPhone. This connection is priceless.
The Real Reason for a Buying Decision
The real reason you buy is you get emotionally attached to having this thing that you want. You see yourself using it, happy and content.
Our decisions are based on emotion.
Once a business owner figures out how to create this kind of emotional connection with potential customers, the buying process becomes much easier.
That’s what I want to help you with.
There is an old copywriting concept, A.I.D.A., that has been around for ages. The domino effect of how people build up to the buy is explained through this process.
I added a fifth element. I felt like there missing ingredient was trust. Trust plays a huge role in what company we choose to buy from, so now the acronym is A.I.D.T.A.
You need to use all five emotional triggers to help people understand how valuable your product or service will be to them.
The key is to get into your buyer’s mindset so you understand what they see or don’t see and how you can answer all their fears so they get excited and can’t wait to purchase.
Let’s go through the five components.
You’ve probably heard that 80% of people read your headline, but only 20% of people actually start reading the article.
That’s why a good copywriter focuses most on the headline to get it just right, otherwise you won’t even keep reading.
Your marketing needs to grab people’s attention quickly. Once you have it, then you can begin the next phase.
To generate interest, now you need to start tugging on people’s emotions. You have to find a hook that will keep them interested in reading or finding out more.
I’m currently working with a ticket broker in San Antonio. He of course wants to sell more tickets to the live events going on in the city and the surrounding area.
His customer service is amazing, but he needs an emotional hook to draw people into the story of how a great event can create lasting memories. So we’re developing a theme that taking a loved one to see their favorite performer is so much more powerful than giving them a gift like jewelry because an event creates a memory that ties people together.
For example, your loved one might freak out as the first few notes of their favorite song are being played and give you a spontaneous hug. This is something that both of you will remember for a very long time.
It’s this interest that my client has to talk about at every step of the buying process. It’s this emotional connection that people want to create with their loved ones.
And it’s a connection that my client is creating with his customers.
Think about what about your product’s most interesting benefit is for your potential customer. This is what you will need to accentuate the most. It’s this benefit that will help you with the next step.
As you create a deeper connection with your potential customers, you’ll be attracting people who are excited about your offer. It’s when people get a feeling of excitement that the sale becomes easier.
Remember when I asked you about your last significant purchase? I wanted you to think of this because it best demonstrates desire.
You saw something that you believed could make you more money or healthier, etc. Basically you thought you would be happier. The question is, were you happier after you bought your last significant purchase?
Most likely you were. You were excited for the potential this purchase had to help you with your life. You believed the benefit of owning this thing was more important than holding on to your money.
You need to pique the interest and desire of your potential customers by focusing on the benefits of what you are offering. How are you going to make them happier?
Look at any commercial that piques your desire. Odds are they are focusing on how you will feel as you use their product. Apple advertisers are geniuses at this. They show you how easy and fun their products are, and how much better your life will be with their gadget in your hand.
Once you have people’s attention, interest, and desire, the next step is where you need to make sure they are feeling good about you and your product or service before you do the final step and ask them to take action.
One of the most subtle emotional trigger points in the buying process is trust. We forget about this because it usually happens gradually. We don’t get blasted with a sudden feeling of trust. It builds slowly until we stop doubting and just buy when we are ready.
Amazon knows this very well. I’ll go to Amazon for 80% of my online purchases, especially the smaller priced items. I’ve compared prices with other vendors and Amazon’s prices are always just as good or better, so I trust that Amazon won’t gouge me on price. I can also rely on getting the product quickly and without it being damaged.
You have to look at how you can earn people’s trust as you are developing your own domino effect. Are you able to touch on all these concepts of providing good value and reliability as people browse through your landing page and website?
If so, then the final step is doing what many small business owners struggle with – the ask.
This is actually the hardest step of the whole process. Getting someone to take action is hard enough, getting them to take action while handing over their hard-earned money is a whole different matter.
Your offer has to hit them at the right time when they feel you are the answer to their pain. Sometimes people come prepared to buy because they desperately need help. This is called sell to the spark, which my friend Angelique Rewers of the Corporate Agent used in our interview together. Other times you have to do a little more work to convince them that your answer is what they need by answering all their objections, so they trust your product is the right one. Then you have the people who will buy, but most likely aren’t worth your time because they resist at every step and are looking for any reason not to spend their money.
The last step in the sales process has usually been decided by the time people get to your offer. If they take action on your offer, it’s because you’ve found a way to paint a picture in their heads. They can see a better life after buying your product or service. The hard part is creating a compelling offer when they are ready to buy. This can be measured and refined on your website with A/B or split testing. The words you choose and images you use truly do matter. This all comes back to understanding your customers’ pain points and showing them that you can help.
Putting It All Together
The key to getting people to actually buy from you is to understand how to put all these steps together.
You need to be able to answer 5 questions about your product (or service):
1. How can I gain my potential buyer’s attention and interest?
2. Why does my product matter i.e. how will it make people’s lives better?
3. What is interesting or special or unique about my product?
4. How am I earning their trust?
5. What are the benefits for people who use my product?
When you can answer all five of these questions, then you can craft a sales system that uses the AIDTA method.