When it comes to marketing, those who succeed, and sell a lot, understand something their losing competitors don’t…
They understand the “Yin/Yang” principles of selling.
The “Yin” principle of selling is desire. The key is to strategically increase customers desire to the point they have no choice but to buy… They just can’t pass your offer up.
According to Uma R. Karmarkar, an assistant professor at Harvard Business School, the more desirable something is, the more significant the changes in blood flow in the part of the brain called “the pleasure center”.
When the brain’s pleasure center is activated, we have a better chance of influencing people to buy.
Now, the real question is how do you rev-up desire?
Leverage comes from understanding human nature, in general, and your market, specifically. With that information, you’ll have everything you need to position and leverage your product’s value..
On the other side of the equation, the “Yang” principle of selling is addressing objections — the only (left-brain) thing holding your customer back from buying.
Remember, you not only want to address objections, but you want to embrace them. Why? Because it’s your market’s way of telling you “Hey, this is what you need to say to get me to buy.”
Quick tip about handling objections: Address (and eliminate) those objections before your customers realizes they even have one.
As always, the first step is research.
A great way to find your market’s objections is to ask. Get on the phone with a few of your customers.sk what’s holding them back from buying. (Don’t try to sell them anything on the call. Just be interested in what they have to say.)
Then,weave the answers to those objections into your promotion.
As you address each objection, you’re lowering buying resistance. (It’s always nicer to make a sale when the customer has a strong desire for your product, but there’s no need to create unnecessary barriers to entry.) And that’s why it’s important to not skip this step in your marketing.
The “yin” and “yang” sales principles (increase desire, and reduce objections) work best when you use them together.
Here’s something for you to try: Look at a promotion that made you buy. Ask yourself:
- What did you find attractive about the promotion. Was it the benefit that was promised? Or, was it the way the copywriter talked about the benefit? Both?
- What concerns (or objections) did you have as you were reading the copy? Did the writer resolve the objections to your satisfaction? If so, how quickly did they resolve the objection, after you noticed it?
- Are there any places where the copywriter could have increased desire?
- Are there any places where the copywriter missed a chance to resolve an objection? Did he accidentally create an objection that wouldn’t have occured to you, otherwise?