The secret is creating low cost advertising that compels
customers to come to you. Using a simple system of direct
mail letters, postcards, email and low cost newspaper ads,
as well as cable TV and radio – all of which can get
qualified customers to call you or stop buy your place of
business on a daily basis.
The purpose of this mainstream concept is to have customers
come to you. Why? Because your marketing efforts will do
the two things that marketing is supposed to do:
1. Get the attention of your prospects
2. Make them curious enough to respond
In business, we have heard over and over again that people
make buying decisions emotionally, then rationalize their
choices intellectually. Yet, most advertising fails to
stimulate either way.
It all looks and sounds the same – same approaches, same
promises, same predictability. The only things that change
are the slogans, logos and various branded images. Almost
all of its “worthless advertising,” fails to make people
respond. If you want prospects and customers to buy from
you, you must persuade them into action through emotional
What I’m talking about is marketing that prompts people to
respond. With any new skill, you must open your mind in
order to learn. This is a chance to explore ways that will
change your business.
There’s a process which will take shape if you practice
this thought – a kind of marketing mindset. You’re studying
new concepts and materials, and you’re gaining powerful
insight and skills. They’re all presented so you can
practice marketing that really stimulates curiosity and
response. What this means is, it is an opening of the mind.
You’re learning real, marketing, in which psychology comes
into play. It’s a “counseling” approach instead of
“selling.” It means seeing the world and your prospects
What happens in emotional advertising is that you look at
people’s needs. Your ads, regardless of product or service,
are written so people feel you’re tuned into them as
individuals. They’re emotion based ads, tapping into
commonly held desires for things like acceptance,
independence, status, security and pure personal enjoyment.
These are things people want. Things they feel compelled to
Emotional marketing won’t worry you sick every morning,
wondering where you’ll find a new customer today. It will
not keep you from resting easy, because you’ll know people
who really want your products or services will be
responding to you tomorrow. They’ll be responding to the
emotional content of your ads.
You will not waste time, money, and energy on marketing
that offers only the prospect of no return. You’ll feel
relief and excitement knowing you can stimulate curiosity
through genuine, emotional appeals. It’s a great way to
make the people respond.
The great thing is pressure will disappear when you meet
with potential customers. You will eventually be a rare
professional who actually counsels people about their needs
and your products and services. They will feel you’re
really trying to help them. If you own a retail business,
they will respond to you on a regular basis. They will be
happy to give you their money. They will feel happy to do
business with you.
Treating yourself and your business in this manner, you
will not have to worry if you lose a potential customer.
This is because you will always have more responses. For
the first time, you can honestly and comfortably feel good
about your business for a change. Emotional marketing is so
powerful, you can be indifferent to “the sale.” Why?
Because attention-grabbing ads get responses, and you’ll be
seeing more people than ever. This type of real emotional
direct response marketing works in any field, any business,
any service, any profession, business to business, consumer
You will discover that marketing is marketing. Period!
There’s not a field or business category where you haven’t
seen this work. It does not matter if you sell construction
equipment or underwear, marketing that gets to people’s
deep seated emotions, and touches what’s in their hearts
and minds gets them to get in touch with you.
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About the author:
Abe Cherian is the founder of Multiple Stream Media,
a company that helps online businesses find new
leads and more customers without spending a fortune.