A couple of days ago our refrigerator conked out.
A repairman showed up today to take a look. The verdict? We’d need a new freezer coil. The cost was close to $1,000 and would take almost a week to get the parts.
A new refrigerator was about $2K. And that’s the option I chose. It will arrive tomorrow. Logically, I could have saved more than $1K if I’d chosen to get it fixed. But emotionally, I didn’t want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $1,000 more.
All buying decisions are emotional, not logical
When a client decides to work with you, they may justify it logically, but ultimately, they chose to get your help because of how they feel about you and their situation.
They will choose the option that feels the best to them
In most cases, people buy professional services because something isn’t working for them.
And that decision is always emotional.
And they also want things to work better for them or their companies. And that decision is emotional as well.
Since marketing is 100% communication, your first job is to remind your prospective clients of the problems, issues, and challenges they are experiencing. And your second job is to inform them how much better things will be after you help them by using your professional services. Nevertheless, this emotional content needs to be presented in a logical, understandable way. That’s why the third law of attracting clients says you must balance logic and emotion in your marketing.
This is the art of marketing
Learning how to communicate this way can be tricky, but I like to break it down into these 6 logical steps:
- Write a list of all the problems, issues and challenges your prospective clients are facing.
- Write a list of how things could be if their problems, issues, and challenges were resolved (the mirror image of #1).
- Prove to them that you have the experience and know-how to help them achieve #2.
- Write a list of all the other benefits and advantages they’ll gain if they hire you to help them.
- Explain what you’ll actually do and what it will look like (but not in too much detail).
- Let them know what they need to do to get started with you (including your fee).
Now, of course, this can be written or spoken in an infinite number of ways, but these steps are the building blocks of marketing communication that turn prospective clients into paying clients.