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The Psychology of Selling

by Lisa Lake

When most of us set out to market a product or service, we simply figure that if we point out how great the thing is, it will pretty much sell itself. We don't always consider who we're selling to, what they want, how they feel, and how we can speak to those inner feelings that really motivate them to spend money. If you really want to sell something, you can't just point to the external benefits of your product. If you want people to buy, you have to make them want or need your product so badly that they simply can't resist pulling out their credit card. In other words, you've got to find a way into their psyche.

Start out by pointing out a problem your target audience likely has. If you're selling to housewives, talk about their messy house, all the time they spend taking care of the kids, too much time in the kitchen, etc. Then, make sure you talk about how those problems make them FEEL. Don't just skim the surface, either. Explore their feelings if inadequacy, how they feel when their mothers criticize their housekeeping, and how they never have enough time and energy to pamper themselves. Make sure you dig deep enough that they feel you're talking to THEM, not just housewives in general.

If you're not sure what emotional chords to strike, talk to friends or relatives. Those who are in similar situations as your prospective buyers will be able to give you some insight into how people in their positions REALLY feel, and what will make them feel better.

Once you've established the problem and what deep feelings surround it, present your product as the ultimate solution. Again, make sure you tell them how they will FEEL once they have your product or service working for them. Explain to them how you understand what they're going through, and that's why you came up with your product or service; to help them erase the negative feelings they were having before, and replace them with positive ones that will make their lives better and happier.

Don't be afraid to share a sappy story or two about someone like your prospects. People love to hear how others in similar situations have overcome difficulties and survived. When sharing stories, be sure to include your product or service as the main component of the person's new life.

Once you've explored how people feel now as opposed to how they'll feel after they buy, reiterate what you've told your prospects by making a final comparison of the person they were versus the person they could become. You don't need to include an obvious sales pitch here, just talk about how they feel now as opposed to how they COULD be feeling. If you do it right, they'll draw their own conclusion that YOUR PRODUCT is what will make the difference.

Author Lisa Lake is manager and editor of DrNunley's http://www.CheapWriting.com. Get FREE marketing articles and advice, plus slashed prices on press releases, articles, sales copy, classified ads, and more. Contact Lisa at 888-429-6203 or lisa@drnunley.com

Useful Marketing Resource Pages: How to Market Real Estate and article on real estate flyers templates

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