There's a saying in marketing:
“People Buy with emotion and then they justify with logic”
It's been said over and over but most marketing we see every day from small businesses don't use this basic rule in their own marketing.
When you talk about your services or products, you need to keep this rule in mind in order to “Sell a story” about your product.
Let's say you're a carpet cleaner. You could say something like “we will remove the stains and dirt from your carpet”.
Now, that's pretty basic. It's boring and really won't excite anyone.
Let's look at using emotional hot buttons and selling the story:
“We'll make your carpets look and smell fresh so you have that fresh New Home Smell. Your neighbors will walk in the door and be asking if you just got new new carpet with amazement on how clean and bright your carpet looks. Forget those nasty spills and pet odors! Your home will radiate a bright and clean feel in every room.”
See the difference. The second paragraph helps them imagine how clean and fresh their home will be after using your services. It also talks about how their neighbors will be amazed at how clean everything is.
Remember that your message is your salesman. It doesn't matter if you are writing for a brochure, flyer, print ad or even your website, you need to need to “sell” the reader on your product or it will get lost in a sea of other
boring and ineffective ads.
Try to paint a picture in the mind of your reader. Be as descriptive as you can.
Here are a few Hot Buttons that you can use in your marketing:
1.Save Time – Spend more time with family, Quit working 12 hour days
2.Indulgence – Spa service, or a fancy restaurant
3.Superiority or Winning – Your house will be the envy of everyone on the block
4.Protection of Loved Ones – Your Family's protection is our business (security company)
5.Fear of Loss – Only 200 of these coins will ever be released
These are just a few Hot buttons that you can use in your marketing to get your creative juices flowing.
Remember, be specific in all of your marketing. It doesn't matter if it's a yellow page ad, your website, or even your business card, you need to paint a picture in the mind of your prospect so they know that you ARE the right choice. | 
