What Does Your Product Mean? Show Personal Value
How would you sell a wireless internet card?
There are so many features and functions you can talk about, right? How fast it is. How durable it is. How compatible it is. How easy it is to use. The amazing feat of engineering it took to make it so small and portable.
Now watch this ad:
What do you think? How did this advertiser move the message from your head to your heart?
Rather than showing what it is: wires, metal, plastic and computer chips, they tapped your emotions. They showed what this product means to you. You can finally come out of the dark and into the light. You can be free.
They used suspense to keep your attention. In the beginning you were probably wondering, “What’s happening, why are these ‘nerds’ behaving so bizarrely?” (If you’re Alumni you may remember the Hitchcock clip in the Power Messaging course. The phrase “a ticking bomb under your chair” may come to mind.) Alfred Hitchcock, a master at directing suspense movies, explains that the trick to creating suspense is to tell people that something is about to happen and then…make them wait for it. This video used suspense by making you wait to find out what’s happening. Showing the product became the “Ah ha!” moment. No words were necessary. You “got it.”
Master advertisers and movie makers understand how to grab attention and engage your emotions. Now, it’s one thing to capture the hearts of “movie goers,” but how can you do it in a sales presentation?
Next time you’re selling a product, make sure to talk about what your prospect can do with your solution, what it is that creates that capability and what it will mean to them. Move beyond the feature-function dump. Create suspense by asking a “What if you…” question. “What if you had the freedom to be anywhere and still have access to the internet?” “Would you like to see how you can have that?”
Tell us what you have done to move your message from your buyer’s head to their heart.