We’re good with facts, you and I. We’re good at explaining the facts and helping people understand what they mean.
That’s important, but marketing requires a different skill.
To get people to hire you, send you business, share your content, sign up for your list, or do anything else you want, you can’t rely on just giving them the facts.
You’ve got to make them feel something.
Make them feel safe, understood, appreciated, or cared for. Talk about the relief they will feel when they hire you and the pain they will feel if they don’t.
You’ve heard the expression, “Facts tell, but stories sell”? Stories sell because they touch people’s emotions. That’s why you tell people about clients who didn’t listen (and got hurt), and about clients who did and got saved.
But don’t ignore the facts. People “buy” for emotional reasons, and justify their purchases based on logic. When you quote a big fee, for example, and tell the prospect what might happen if they don’t take action, you should also show them how they will save money in the long run by taking care of the problem now, before it gets worse.
In your next article or post, or the next time to speak with a prospective client, if you’re telling them to do something you know to be in their best interest, make sure you include an emotional appeal.
If you don’t, and they get hurt, it’s your fault, not theirs. If you do, and they get saved, you’re a hero.
