For Premium Pricing, Engage the Emotions
By Marcia Yudkin
"People buy on emotion and justify their purchase with logic."
A new book
contributes depth and currency to this long-accepted truth about marketing
and sales. 'Trading Up: The New American Luxury,' by Michael Silverstein and
Neil Fiske, discusses particular emotions now motivating people to buy
high-priced products, sometimes products that appear out of sync with the
buyers' financial resources.
1. Taking Care of Me.
may feel they deserve products and services that pamper them, and that
help them feel refreshed and rejuvenated. Think, for instance, of day spas,
providing a one-day luxury vacation for body and spirit.
with Friends, Mates and Family.
In today's increasing anonymous world, people
will spend serious amounts of money to attract, maintain and nurture
family and friends or a romantic partner. Dating services, cosmetic surgery,
gourmet take-home meals and nothing-but-the-best pet treats fall into this
Consumers today appreciate adventure, learning,
mastery and fun and are willing to pay top dollar to dream about and
experience those qualities. Adventure travel is the most obvious example of
this, as are amateur chef schools and high-end yoga or meditation
4. Individual Style.
High-priced products often help buyers
express their personal taste, differentiate themselves from others and
demonstrate their sophistication. Here branding becomes key, a way
for buyers to show their alignment with certain values.
and Fiske add that today's consumers are skeptical of marketing smoke and
mirrors and demand true quality and functionality from premium
products and services.
Although nearly all of the examples discussed
in the book involve consumer products, some of the above motivators apply
in business-to-business settings as well, particularly when your target
market is executives or business owners.
Consider referring to the
above motivators in headlines, images and bullet points. For
* Don't you deserve a repair service at your beck and call?
("Taking Care of Me")
* Join the hard-driving team that understands you
have another crew that matters at home. ("Connecting with Friends, Mates
* Think big - dare to plan for unfettered
* The ultimate badge of social
responsibility. ("Individual Style")
If you can appeal to the above
motivators in your sales copy and marketing strategies and back that
up with genuine substance, you'll inspire zealous customer loyalty and
earn a bigger share of buyers' discretionary income.
What Are 7 Psychological Triggers That Make People Buy?
Did you know that there are seven psychological techniques that literary persuade
people to buy? When I first used them in my sales letter I increased
the response rate by 257% overnight!
What is Your Marketing Message?
Marketing is creating the impression people get about your company and its products and services. It happens through many forms of communication including things as basic as how your phone is answered, what your marketing collateral looks like—including business cards and letterhead—to the even more crucial direct contact of sales and customer service personnel.
For small business owners, the task of learning marketing can be overwhelming and the cost of hiring professionals prohibitive. It does take time to master these skills, but with a little attention on a consistent basis, one can learn enough to market their firm successfully.
How to produce an effective ad and get results
One of the first skills anyone new to business has to
is the art of writing an ad. To promote a product or
we need to advertise and for this we need a well
written power- packed ad. Its a lot more difficult than it
is the author of 6 Steps to Free Publicity and 10 other books. She runs a
private member site, http://www.marketingformore.com/survey.htm, which supports business owners who
are growing their businesses. Learn how to avoid the most common
pricing mistakes in her free report, "Charge More & Get It."
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