Motivational Marketing

Recently I cam across a new concept in marketing called Motivational marketing, which implies invoking emotions in the heart/ mind of the customer so that he is self motivated to buy the product or show the expected behavior, below are th few excerpts from the topic.

Motivational Marketing

1.       Motivational marketing & why it is important to business;

Motivational is what makes people take action. It is a continuous process, it continues even after the buying process has completed. Therefore one should keep the buyer motivated even after the process has completed this can remove the possibility of buyer’s remorse ore refund. There are broadly two types of customers “Good Customers”; those who come back repeatedly to buy & other “Raving Fan” these not only buy the product but also promote it through word of mouth to its peers.

2.       Motivate your prospect buy now;

People but the product that they “Want” not what they “Need”. They buying behavior is driven by emotion & than they seek logical reason to justify their buying behavior. This is the reason that premium products command such a high value over other even though the functional utility of both may be the same (Rolex v/s Timex, or Waterman over Reynolds). In addition, primarily to suffice a hunger that there are so many variants of toothpaste/Bathing soap/Deodorants are available.

An important aspect of selling is helping the customer visualize with the product. Whenever a person visual a product the chances of his conversions increase, many fold. This is the reason that garment stores have Effigies & Players pose for pictures holding the cup before commencement of any great world tournament.

3.       Taking Aim at your prospects emotion;

As a marketer, it is important to different between the benefits & feature of your product. Feature is about the product; Benefit is about the prospect”. It is the job of the Marketer to do the translation of a feature to that of a benefit for his prospective market.

Types of benefit: Broadly, there are two types of benefits “Direct Benefits” & “Indirect Benefit”.  Direct benefit is based on a cause & effect relation where the result is direct & apparent. Indirect Benefits are implied which are secondary and derived as an effect due to Direct Benefit. There are five emotional motivators that are important in any marketing message;

·                     Fear

·                     Love

·                     Freebies & Bargains

·                     Effortless Moneymaking

·                     Making dreams come true

4.       Emotional Motivator – Fear;

The most effective method of using fear to sell is to show what would happen if the prospect does not buy your product. In Neuro-linguistic programming this process is known as “Future Pacing”, it takes a person from where they are today to where they could end up year from now, unless they change something.

An important method of implementing this is by the means of “Scarcity Marketing”; it is based on the fear of missing something that they are offering. It is important to realize what your market fear most. Pay attention to the big news stories of the day you can effectively tie knot to with your product, and then find the way how your product can remove that fear.

 Sample Key words; do not miss out, Don’t be left out, Only for limited period, Protect, Secure, Ends Soon, Wont Last, Supplies Limited, Missing out could cost you, Only first 10 can avail.

5.       Emotional Motivator – Love

The emotional motivator called Love can be broken down into three levels; Connections, Love & Sex.

 Connection is the lowest level of motivator and can involve a look, handshake, Hug or simply belonging to a group. The need of this motivator is so deep that it has led to the development & flourishment of social networking sites. It is very important to prominently display the connection in your marketing message

Love (Romantic) is the next higher level of emotion & is a powerful emotional motivator & as such requires a lot less convincing to get a prospect to buy into it because people are already actively looking to fulfill their desire for love in their lives.

Sex it is the highest level of love as a motivational & is the most important of all three subsets of love as a motivational factor. The phrase that Sex sells is true to almost all products.

It is of great value to align all or at least any one in your product & align them in your marketing message. Using a photo wherever possible in communicating the message of connection/love/sex can do wonders. A single photograph can do more for your marketing piece than a page full of words.

Sample key words; Join us; Network with other, Be a part of the league, Connect, Relationship, Intimate, Seductive, Sensual, Sexy.

6.       Emotional motivator – Freebies & bargains

The important question in the mind of the customer are; “What’s Free? Where can I get it? Can I get more than one?” the message should be clear & crisp & to the point of highlighting the benefit to the customer. The free befit could be anything such as a CD or an e-book or Music but it should have high perceived value in the mind of the customer & functional benefit. No customer would be interested in getting something free that he cannot use, or is expired/out-dated. The freebies or product offered can be in alliance with other manufacturer who is not a direct competitor of your product in exchange for the customer database to be shared with him or is in alignment for your product.

An important point here is that the freebie or gift should be available to the customer as soon as he opts for it without any hassle or delay.

Sample Key words; Free, Free offer, Free trial, Free bonus, No Cost, Half price, Save, Sale, Price Slashed, 24  hour sale.

7.       Emotional motivator – making dreams come true;

Customer is much more aware of their needs & rights. For a marketer it is very important to understand those needs & work on them rather than trying to fool the customer & sell product or service a very effective way of doing this can be through surveys. The outcome f survey is to find a common goal or dream shared by most of your market.

The most common mistake done by marketer is to judge or guess the response of the market without doing proper homework. One such example is that of “Price point”. Many believe that all customer want is lower price in good which is not always the case, researches have shown that in only 10% of the cases price is a differentiating factor. In most others an increase in price has lead to an increase in sales, as a lower price good in often associated with lower quality & is often referred to as “Sub standard good” in economics.

The desire to have a dreams realized is an emotional desire that tends to override much of customers logic when it comes to the time of making the buying decision. More important they make the decision mostly out of emotion & than try to justify it through logic, therefore it is important to satisfy their emotional hunger at the time of buying & than resentment the logical need.

Sample key words; live your Dream. Own the house of your dreams, Meet the man/ women of your dreams, you can have it all, you do not have to wait, turn your dreams into reality.

8.       Creating your first emotional motivator ad;

A successful emotional motivator ad incorporates all five emotional motivators of; Fear, love, freebies & bargains, Effortless Moneymaking, Making dreams come true. The ad should clearly communicate the fear of losing a great deal or offer that you are offering, that could lead to effortless money making or realizing a dream.

Another important step in this regard is to do your homework & understand what the competition is doing & critically examining the points from an unbiased mind.

9.       Motivational Marketing – Sales letter strategies;

The most important aspect of a sales letter is the headline & CTA line, as only after glancing through the Headline a customer decides to invest the time in reading the entire matter. In addition, the best strategy is to have long sales letter that can in form educate & motivate the customer t make the purchase. I should be able to handle every imaginable objection, to build trust & rapport, and to motivate a prospect to buy what the sales letter is selling. Whenever you can be sure to use word pictures in your sales letter. As you write, paint pictures in the mind of customer so that they can “See” what you want them to see. Couple this with emotion for effectively targeting to the audience.

Composition of a sales letter; a sales letter should Grab the reader’s attention; Build rapport; tell a story & Make the Close. A sales letter should always be closed with your signature this will add authentication to your message & your customer will come to know who wrote the letter.

10.   Motivational Marketing – Web site strategy;

One of the very important aspects of web strategy is to have a very important & effective headline. Another important aspect is your domain name, which should be easy to remember, pronounce & recall.

Online ordering the sales process & online ordering form at you website should be simple, quick to fill up, ask for relevant information & should reaffirm the decision of the customer that he has made a correct by making the purchase.

11.   Motivational Marketing – Print advertising;

Very important n print advertising is to see that your headline & CTA is clear, crisp & distinct. Always place your ad at the right hand side of the right hand page because this is where people will look first.

Another important way of communicating is through advertorials. In an advertorial your ad or message is communicated subtly in the form of an editorial & the customer actually thinks that he is reading an article that is about your product. This increases the authenticity & acceptance of your product.

Another important way to instantaneously connect to you target market is by the use of piture in your ad as a picture is worth a thousand words.

12.   Motivational marketing – Radio Advertising

While going for radio advertising go for a stretched ad at leads 60 seconds that help the listener to register what are to trying to say. In addition, the domain name should be radio friendly i.e. it should be registered into the minds of the listener immediately. The toll free numbers/ phone line should be easy to remember & should be responded 24 X 7.