When it comes to the buying decisions of customers, Tom Hopkins makes a point that I’m sure you’ll find interesting.
I tuned into a Tom Hopkins tape the other night. If you don’t know about him… he’s a world-renowned sales training expert and talks a lot about buying decisions of people.
I suggest you seek out and study his material. He’s fantastic. And what he teaches can change your business… as you’re about to find out.
When it comes to the buying decisions of customers, Tom makes a point that I’m sure you’ll find interesting.
He says, “No one says YES to a buying decision LOGICALLY. They say yes EMOTIONALLY, then they DEFEND the decision logically.”
This is very useful to those of us in business on many levels.
First, when you study the brain you understand that the RIGHT side of the brain is where our emotional thoughts reside and where most of the buying decisions come from. The right is the visionary side that also activates your imagination.
If you have studied amazing copywriters (like I have since 2004) they tend to evoke emotion in their readers to activate their buying decisions by painting pictures with words. This is a finely-tuned skill and writers like Dan Kennedy, Russell Brunson, and Matt Furey all have this quality when I read their copy.
I can picture the images they use very easily, hence why I love visualizing their scripts in the AdToons I’ve done for them.
The second important point is about the power of visuals to activate one’s buying decision emotions.
Using AdToons videos in your marketing, one can get to the meat of your marketing message visually, quickly and effectively… activating the right side of your prospect’s brain to tap into the buying decision process. Yes, you need the right words in the script, but our visuals amplify that sales copy. And when this happens, those engaging cartoons stimulate and activate your emotions faster and easier.
This puts your prospects in an ideal state to listen to your message.
Don’t want to bog you down in details, but the gist is that we can connect easier and more effectively with customers when it comes to buying decisions. We lay out for them the big picture… or by using another copywriter trick, which brings us to point number three…
What’s future pacing?
Great question… Basically, future pacing means is you are putting your customer in a future state where they have the things they desire. Again, if you’re doing it with copy, you say things like “imagine when you are retired
and relaxing on a beach somewhere knowing you did it right.”
Using AdToons we can simply draw that scene out.
So this could be your prospect in a hammock in happy retirement if you are selling investment tools or 401(k)s.
If you’re selling fitness coaching, by the end of the video the prospect is looking chiseled and fit.
If you’re a dentist, it’s showing a perfect smile with glowing white teeth.
Are you getting this?
The point is, when you own an AdToons video, it’s super easy to future pace and excite your prospect from an emotional perspective to activate their buying process. You’ve got all the bases covered when it comes to appealing to the right side of your prospect’s brain.
But what about the left side? Emotion is only half of the equation, says Tom. How do we defend people’s emotional buying decisions with logic? This is partly done by using other direct response triggers in the copy, like:
• Social Proof
• Call to action
Also, keep in mind that logic has little role to play aside from veto power, especially in the early phases of researching products or services.
We can’t fully answer all the logical questions your prospect might have. But, as I often tell my clients, “We can get them into your store, on the phone, or submitting contact information… it’s your job to close them.”
And many of our clients feel that if they’re one-on-one with their prospects, they can close them easily.
So if you struggle with activating your prospects emotionally, the three factors above will assist you in grabbing the attention of your potential buyers and win the sale.
To start your own AdToons video, run over to this link and sign up.
We are almost at the point of putting folks on a waiting list, so make sure to click this link to get on a call with one of our Marketing Specialists.
Look forward to serving you.