When we say the word “sell,” we usually think of products and services. However, we don’t sell products, we don’t sell services. We’re selling emotion around what that product delivers. You need to go deeper into your products and identify what emotion to sell because knowing the kind of emotion to sell will help you to better identify with your products. Even more, knowing the right kind of emotion targets your audience better. Ken shares some tips to help you find what emotion to sell.
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Ask What?
The title of this episode is Ask What? At the end of the year, there’s a quick growth tip that I can drop. You can use it at any time in the year, but it seems to work better or more often if you save it for November and December. In a prior podcast, I went twenty minutes deep on the concept that we sell emotion. We don’t sell products, we don’t sell services. We sell a one-word emotion around what that product delivers. I want everybody to think. If you gave some time to that podcast, what is the single emotion that your product sells 80% of the time? Ask yourself, “Is there a second or third tier emotion that it also sells?” Not to the same size audience. I’m going to use our product as an example.
We sell a one-word emotion around what our product delivers. Click To TweetOur product, we help people buy websites already making money. Our 102 employees help manage that asset. The website partner who funded the deal gets a stable, secure revenue stream that they can pass onto their kids. We guarantee the performance in writing in perpetuity. When they pass it to their kids, it still performs at a high level. It’s a tremendous deal. Our word, our single emotion is we sell stability. We sell a secure revenue stream. We sell a second, third, fourth passive, don’t-have-to-touch-it type of revenue. I would call it the single word stability. In December, we also can sell the emotion of joy and happiness. What do I mean by that? For those of you that have ever been faced with the end of the year and you realize, “I have a tax problem. I have got to buy a piece of property, some land or an asset to lower my tax liability.”
When you can find a product that you can purchase that not only gives you the tax write-off, but it provides you a cashflow that you’ve never heard of before that’s stable and that you don’t have to touch. Like a rental property that’s managed by somebody else, that’s what we do. We manage online rental properties to a degree. We have heard people describe that end of the year tax write-off when they bump into us as one of the most joyous Christmas presents they’ve ever given themselves. When you can pay less taxes, that is true joy. That is pure happiness. I want you to think about your product. What exactly do you sell? If you think about the product that came to your mind, you need to re-listen to the previous podcast where I talk about selling emotion.
What do you sell? What word is the main word you sell? Here’s the question. It may not be December for you. It could be Valentine’s Day. If you sell jewelry, it could be Valentine’s Day for you. If you sell another type of product, it could be Mother’s Day in the summer. It could be Fourth of July. I don’t know what your product is. Is there a second or third tier emotion that you could lead with in November, December, expressly for Christmas? I heard a great commercial. I can’t remember the name of the wooden box. It’s for men. It comes with a gold-like pry bar with their name engraved on it. They get this box. They open the box with a pry bar. It’s a customized gift for them. It could be whiskey glasses. It could be something. They have all these different lines. I could tell they had a line around Christmas time. They have a line around Father’s Day. It’s a cool emotion to sell.
What can you ask? What question can you ask that solicits a completely different emotion? Normally we’re asking people, “Would you like another second, third, fourth stable income?” At Christmas time, we’re asking the question, “Would you like a tax write-off?” What question can you solicit to your potential audience or ask that solicits a completely different emotion? I hope this helps. Take care.
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