The Key to a Winning Sales Angle
November 5th, 2008 by Amir Ahmad Read more about Branding and PositioningIn this video, Kenneth unveils his simple formula for a winning marketing angle. It's powerful, yet nothing complicated.
The key to a winning sales angle is dominant emotion. Watch the video below to learn how to
- find your prospect's dominant emotion and
- incorporate it into your marketing.
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About the Author
Having been invited for conferences co-organized by Harvard University and attended international ones, Amir is a blogaholic and a passionate observer of the blogosphere who's built a number of successful blogs.
On top of that, he's obviously a full-time web junkie at MindValley where he focuses on blogging, SEO and social media marketing trends.
Check out other posts by Amir Ahmad
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I thought the most powerful part of the video was a comment Kenneth made in passing, which was (slight paraphrase), "To figure out the 1 main message you need to deliver, you must find the overlap between dominant emotion, pain point, and need."
In addition, I would add one more: How does the prospect WANT to feel?
They have a problem right now, but how do they want the future to look? Starting with their present reality, and then walking them to their dominant, desired future should have superb response results.
Hah! Loved the applause at the end.
Great presentation.
A detail, though: how do you use fear and the bad economy to sell something else than a "make money" product?
I sell programs to help people get six pack abs. I can't really tell them: "Get a six pack - you'll save money", can I?
-CJ
Carl - in your case, you'd simply find another hot news story related to health that you can use to tie to your product. How about stories on how the US healtcare system is now ranked 37th in the world in quality but #1 in cost. Or about how US elections tend to always sway towards the more attractive of the two running candidates.
Mike W - thanks for pointing that out. I missed it in the video.
Great video Kenneth!
Yeah, I always feel that the only reason why people buy anything is to feel better about themselves. Period.
So you have to sell into whichever universal need that they have, one which coincidentally will rarely be filled.
So you sell weight loss products to the people who WANT so terribly to feel better about themselves - and it's less about weight loss and all about the feeling. And most of them won't succeed, which makes them a customer for life.
Same with the make money online crowd. The single lonely loser guys wanting to date women. The single lonely loser women desperate to find a man. Etc.
I hate to sound harsh but that's pretty much the core principle of advertising and sales.
Dan
Great point regarding fear, Carl... which is the first thing that came to my mind too.
Do you think it prudent, given the decisiveness of the political climate to go anywhere near that topic when it seems to me the best angle is always political neutrality?
Unless your product has some sort of direct relationship to politics?