As a marketer, one of the most important things to do is to obtain understanding of human nature and why your target market do the things they do, their innermost desires and consequently, craft an offer that gives them exactly what they want.
The bible gives a very good description of the 7 deadly sins (and desires) of the human heart (you don’t have to be religious to apply these principles).
The 7 Deadly Sins Are:
- Lust – to have an intense desire or need: “But I tell you that anyone who looks at a woman lustfully has already committed adultery with her in his heart” (Matthew 5:28).
- Gluttony – excess in eating and drinking: “for drunkards and gluttons become poor, and drowsiness clothes them in rags” (Proverbs 23:21).
- Greed – excessive or reprehensible acquisitiveness: “Having lost all sensitivity, they have given themselves over to sensuality so as to indulge in every kind of impurity, with a continual lust for more” (Ephesians 4:19).
- Laziness – disinclined to activity or exertion: not energetic or vigorous: “The way of the sluggard is blocked with thorns, but the path of the upright is a highway” (Proverbs 15:19).
- Wrath – strong vengeful anger or indignation: “A gentle answer turns away wrath, but a harsh word stirs up anger” (Proverbs 15:1)
- Envy – painful or resentful awareness of an advantage enjoyed by another joined with a desire to possess the same advantage: “Therefore, rid yourselves of all malice and all deceit, hypocrisy, envy, and slander of every kind. Like newborn babies, crave pure spiritual milk, so that by it you may grow up in your salvation” (1 Peter 2:1-2).
- Pride – quality or state of being proud – inordinate self esteem: “Pride goes before destruction, a haughty spirit before a fall” (Proverbs 16:18).
Why Do We Buy
Mark Twain once said, “
There are two reasons why a man buys anything. The reason he tells his wife. And the real reason.
Buying is always an emotional decision. Whenever we buy something, we are motivated by a deep, primal emotion.
The 7 deadly sins above reveals great motivators for people, their innermost wants. When you understand the 7 Deadly Sins, you will understand the Deep Primal Needs which will bring you Incredible Sales.
Being as human as we are, we tend to justify our purchases later on, with the logical part of our minds.
Take for instance, why people (including myself) purchase a $1000 iPhone. Back in the day, when the iPhone first came out, I told my mother “it’s so silly that people would pay $1000 for a phone! I mean I could get a Nokia for $290!’.
But, I caved in to the whole iPhone craze and bought it.
The reason I told my friends and family was: Oh, the iPhone takes great pictures, its very user friendly, there are a lot of apps I can download (truth is, there are other phone brands and models that have comparable or even better camera quality, I did not even compare between other brands and did not really look into the specifications before getting the iPhone)
The more probable reason why I bought the iPhone: Envy
It seemed to me that many celebrities, top business executives and people of higher social class were using the iPhone somehow, they belonged to the class of elites that I was not part of, an entire lifestyle of sophistication and elegance that was denied to me.
Some deep, primal, part of me wanted to clone that life that they had, that “look” of success thus, I bought the iPhone. I was envious of them and probably wanted to become the subject of envy as well!
It seemed that everybody had an iPhone- I couldn’t walk into a train cabin and not see someone who had an iPhone.
When I analyze my decision out in the open like that, it does seem very silly of me to get the iPhone for this reason. This is against my beliefs of the person I wanted to be a grounded person, with a good head, who always make sound, logical decisions. But I couldn’t help it I didn’t even have the sense to stop myself from making this purchasing decision because it just felt “right”. I really, really wanted it. And with the iPhones running out of stock worldwide near Christmas, it was likely that I wasn’t the only one who went crazy and bought a $1000 phone.
Our lizard brain decides everything we want!
My own humanity convinced me that logic is secondary, tertiary or in some cases – even unnecessary when it comes to making a buying decision. Every buying decision is made because of a deep, primal want, an emotion that demands to be heard.
You know how our parents tend to tell us “balance your Needs and Wants”?
Well, if you really take a good hard look about it, what do we really need? Very little: air, food, drink, shelter, warmth, sex and sleep.
Everything else we have in our lives are really Wants.
Understanding the emotional talk (the endless stream of wants) that goes on in your prospects mind is critical to getting the sale.
But… What About Ethics?
The more I studied about marketing and selling, the more I got to uncover the “insidious” side of human nature and how marketing seemed to be appealing to those inner demons or deep wants in order to get the sale.
I was upset and believed that it is not ethical to take advantage of someone’s emotions to make a sale.
It seemed to be very manipulative and downright evil! Trying to uncover someone’s deepest emotions, desires and then craft an offer to meet that desire and make the sale.
But, the more I studied, I realized that it doesn’t even matter whether it is “ethical” or not, or whether the product is good or not, the consumer will be looking for someone to scratch that itch… and will not settle until the itch is scratched.
Now, my stance is to close the sale and after getting the client, give him/her a good product anyway.
If I have a good product, it is my job as a marketer to make the customer buy something that will be good for him.
Most marketers or business owners tend to make promises that are too weak or uninspiring. They don’t inject emotion into their copy, they don’t paint a better picture of what the prospect’s lives will be after buying the product/service… Thus, the prospect does not feel compelled to buy anything, and consequently, he may never have the opportunity to experience an improvement in his life from that product/service.
I used to also justify it saying “It’s a good product, people will naturally come to it”… or “I don’t believe I need a marketing plan or strategy, sales will come over time, I only need time.”
Not true. Yes, you can get people to sell for you using word of mouth (or through referrals)- but don’t you think as the business owner, the onus should really be on you to do your best for your business and your clients and to ask for the sale by selling and marketing for yourself?
Isn’t it a great disservice if you don’t market and sell for yourself? Why are we denying the prospect the opportunity to get to enjoy a good product or service?
My personal stance is to review every product before I market- that’s the type of marketer I want to be. Someone who truly believes my prospects are going to benefit from a particular product or service.
When I find a good product, I will do my job to the best of my ability: Market for leads and sales conversions!
I find myself writing better copies and doing a better job of marketing when I believe in the product anyway.
Here’s what you can do even before creating and perfecting your product:
1) Come up with your bold promise, your hook and your entire sales page/video before even creating the product and write it to evoke an emotion in line with primal want.
Human beings are very irrational creatures. Scratch that itch, close the sale and after getting the client, give him/her a good product anyway. Don’t slave over the product… sell them what they want and give them what they need later.
2) ALWAYS BE CLOSING
Be proud of what you have, but don’t be too proud to think you don’t need to market and sell it. Give your prospects the great privilege of enjoying your product/service.
How to do it
Study the 7 deadly sins and see how to craft your offer to meet that deep and primal desire.
Case Study #1:
If you are selling a relationship course about helping people get their ex back, appeal to their primal desires. Instead of saying “get your ex back by reading this report”, you can try “text your ex to come crawling back to you”— What this does is to appeal to the “pride” and “sloth” part of the person.
Pride is evoked when we see the posture of the ex head bent, crawling back to the person and the idea of pressing buttons on a phone makes it seem so effortless (best for the lazy person who doesn’t want to put a lot of effort to restoring the relationship).
Case Study #2:
If you are selling a course about numerology, understand that people who are interested in this have, on a deep and primal level, the want to be SPECIAL.
They want to be seen to have the mystical powers of understanding life on another dimension- to be able to captivate people with their very niche and unique interest and power.
Craft your message this way: instead of “learn to read people’s fortunes using numbers”… “Imagine the envious look on your guy friend’s faces when they see girls swooning over you to give you their birthdates to see how you can read their futures”
Last blast of ideas:
To appeal to greed– sell luxury items, impress on the idea of abundance
To appeal to sloth — sell simple, done-for-you, turn-key systems and solutions
To appeal to envy– sell the idea of the envious looks on your brother-in-law’s face.. or, imagine losing 10kg and appearing as a bridesmaid and outshining the bride at her own wedding, imagine the look on your aunt’s face when you have scored straight A’s on your exams whilst her son stays at a C grade.
To appeal to wrath– sell the idea of an “us” vs “them”– Get back at the big bad corporations
To appeal to pride– sell the idea of a nobler self. In the pick-up artist market, the men are always being reframed to the idea that they are learning how to better communicate to women to protect them from other glib-tongued men who are out to break her heart. The idea that they are the heros out to save this girl.
To appeal to lust — sell the idea of women being drawn to men like bees to honey.
Take the case of your product and service, write to appeal to deep emotions today. Cut out all the boring stuff and appeal to people on a deep, primal level.
Visit: http://taviawong.com/about/ to arrange for a free, 40 minute consultation with Tavia on crafting your best marketing story that sells.
Imagine the bewildered shock on your competitors’ face when they see customers running to beg you to take their money. (See what I did there?)
Tell me a bit about your business in the message and I’ll get back to you as soon as possible!
Claim your unfair advantage over your competitor today.
Limited to 1 session per business/marketer.