Sex Sells
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Sex Sells

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Presentation to the Brilliant BusinessXchange, 12th March 2009 at Hall and Woodhouse, Blandford, Dorset. Given by Linda Parkinson-Hardman of Grow A Better Business (www.growabetterbusiness.co.uk)......

Presentation to the Brilliant BusinessXchange, 12th March 2009 at Hall and Woodhouse, Blandford, Dorset. Given by Linda Parkinson-Hardman of Grow A Better Business (www.growabetterbusiness.co.uk) and Alison Boyle of LA Marketing & Design (www.lamarketinganddesign.co.uk/)

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Transcript

  • 1. Sex Sells Does it ..........? You bet it does.
  • 2. The flake advert?
    • Look at it, closely
      • It’s cheap, mass produced, chocolate (and the EU would probably say it was ‘chocolate flavoured’ because of the amount of cocoa solid it contains)
      • It’s gone in an instant
      • BUT – by eating it, ‘you too will be that girl in the advert who is sexy, appealing and adventuress. You too can have this lifestyle.’
      • That’s what made it one of the most successful chocolate brands in the UK ever ….!
  • 3. So why’s it important?
    • "People usually buy on emotion and then they justify it with logic.“ Zig Zigler
    • Therefore is it important to appeal to your customers emotions first and foremost. Benefits are the language of emotion. Even people who insist that they buy logically or based on features do so because that’s what makes them feel better!
    • It is usually linked to a customers perception of themselves:
      • For instance, why do some people shop at Tesco rather than Asda, Aldi, Waitrose or M&S?
      • Why might someone buy organic over cheap?
  • 4. Why perception?
    • It’s what differentiates us:
      • I have more/less money than you do
      • I am a better/worse person than you are
      • I have a bigger/smaller house than you do
      • I am more successful/less successful than you are
      • I am nicer/nastier than you are
  • 5. So how does this apply to a business?
    • Well, if you are selling on Emotions, then you need to sell the BENEFITS and
    • NOT the features
  • 6. Features vs Benefits
    • FEATURES are just ‘ so what ’
    • They DESCRIBE the product in detail, they are the sort of thing you read on the back of the packet – the list of ‘ingredients’ as it were.
    • Very few businesses understand what the benefits of their products and services are, let alone talk about them and, even fewer make the effort to get really good at translating features into benefits.
  • 7. Benefits vs Features
    • BENEFITS on the other hand are powerful motivators
    • Strong words describing benefits are what trigger the emotions that motivate us to spend our money, time, or energy. People (including you and me) buy because of the positive emotions associated with the benefits. Usually because it makes us FEEL BETTER ………
  • 8. Let’s try it out ....
    • Take any one of your services or products
      • Decide on the features – it’s cheap, it’s expensive, it’s fast, it’s slow, it’s made of this or that, it’s organic, it works like this …….
      • Agree a benefit – having this will make your customer feel – ‘a million dollars’, ‘successful’, ‘empowered’, ‘clean’, ‘healthy’.
      • Now, use those emotional triggers to see if you can find a way to make it sexy?
      • Let’s face it, if they can do it with loo roll, you can do it with anything
  • 9. Conclusion
    • People buy on emotion – because it makes them feel good
    • Benefits trigger emotions
    • Therefore if you can sell the emotional aspects of your products and services, you will almost certainly increase your sales.