Attraction Marketing says that people buy with their emotions and then justify with their logic. Now we move even further to clarify the role of emotion in getting people to make purchases by adding the following. "Negative emotions are even more powerful than positive emotions in getting people to buy." If you understand this and act on it, you can increase your rate of conversion.
I still remember as clear as day my feelings some years ago when I went to a dealers to buy a used car. He told me about a particular car that was in great condition and he was selling it at a great price. However, if I wanted it, I would have to act fast because it was going to go fast! Perhaps you have had a similar experience.
I knew what he was doing. He was trying to get me to buy fast and he was appealing to my "fear of loss". Even though I knew what he was doing, I still felt the power of his approach. I did manage to resist it, however!
Attraction Marketing Understands the Power of Negative Emotions in Selling
A pioneer in attraction marketing as it applies to network marketing, both in selling products as well as in getting network marketing leads, states the principle like this: "In most cases, negative emotions are more powerful than positive ones. A lot more powerful."
She goes on to say, "The fear of loss or the avoidance of pain has a much stronger grip on the majority of us than the desire for gain or pleasure. For the most part, people will go out of their way to avoid discomfort a lot more than they will to improve their situation. And they respond greater to messages that stir up feelings of anger, skepticism, bitterness, fear, etc."
A few weeks ago I was introduced to a business training opportunity that promised to be exceptional. It was promoted in various ways for a week or more. Then when the doors were opened to buy in we were told there were only 300 places. I knew there were thousands of people who had been listening to the same promotion. They actually talked about the "drool factor".
I called my wife to ask her to check it out. I told her of the wonderful possibilities it offered me. I said that it was going fast, and it was. I said I thought I better buy in "today" if I wanted to be assured a place.
She reminded me that that is what it is designed to do. To make you feel like rushing to assure your place. She talked of the numerous times she had heard similar appeals in her field of real estate sales and how often she gave in only to find that it did not deliver for her all that she was hoping for. Fortunately for me she was there, because, though it was likely great, it was not what I needed at that point.
It illustrates the power of negative emotions. If you doubt their power, try making a list of all the emotions you can possibly think of. A list of 30 or 50 emotions. Then count how many of them are positive and how many are negative. You will find that the vast majority are negative.
Again, notice what is majored on in the news, whether in newspapers or on television. It is the things that evoke all our negative emotions, our disgust, or fear, or agony, or pity. It is unfortunate, but this is the way it is. People would not buy the newspaper that only told of good things. Negative emotions truly are more powerful than positive ones to move us.
Attraction Marketing Taps into Negative Emotions to Promote Sales
We need to ask the ethical question. Is it legitimate to appeal to negative emotions for selling or is this manipulative and taking advantage of people?
I am sure it could be manipulative, and we need to be careful not to take unfair advantage of people. (Like in ads about the lottery!) However, if there is a real danger to avoid or a real and valuable loss to fear, it is worth knowing it and it is worth taking action on it.
In the above example, there really were only 300 spots for training because they wanted to maintain a certain level of quality and individual contact. I did need to think through my priorities and see if it would be valuable for me or not.
Attraction marketing is all about finding people who are looking and finding how badly they want what you have to offer. This way you can sort and sift through the hundreds of people who are looking to find those best qualified for your business opportunity or your product. It is about getting people to come after you instead of you chasing after them. It is about leveraging the internet net and using automation to do this sifting for you rather than you chasing down one person at a time to see if they are looking.
David G. Langford
To get your free copy of Ann Sieg's ebook, entitled "Attraction Marketing Manifesto" go to
http://www.bizbuilditnow.com
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