Successful marketers have long known that, while human beings pride ourselves on being rational, we really buy for emotional reasons.
Sure, we like to explore a product's features and weigh them for their merits. But in the end, it's how we feel towards a product, the sales situation, and sometimes even the salesperson, which propels us to pull out our wallets — or not.
Effective marketing and selling requires “love.”
It all begins with love for yourself. Self-help gurus tell us we can't love others unless we love ourselves first.
Same thing is true in business. You need to have an unshakeable belief in yourself before you can succeed, perhaps in any endeavor, and not just in marketing or sales.
You have to be passionate about your product and your business first, before you can be successful. If you're only in it for the money, it will show, and your success will be limited.
Passion is the energy that will propel you to charge through whatever challenges, problems and hurdles you encounter in your business. Without passion, you may make money, but you won't find joy.
Guy Kawasaki, in Enchantment: The Art of Changing Hearts, Minds, and Actions, says your passions make you more enchanting. That is, being passionate makes you a more effective change agent.
You must also have a genuine love for your prospects and customers. This means always looking out for their best interests. Does that mean you should give your stuff away instead of charging for them?
Heck, no! If you didn't get paid, how would you be able to produce the best product, program or service to meet your prospects' and customers' needs?
For example, increasing my rates was one of the best things I've ever done FOR my clients. It meant I didn't have to take on so many clients at the same time. It meant I could spend more time and energy working on each client's sales and marketing materials. It meant I could buy graphics, plugins and other elements to make their copy convert more. It also meant I had more resources to invest in my continuing education and training to become a better copywriter and marketer.
Loving your prospects and customers means you have a genuine desire to serve them, to help solve their problems and be an instrument for them to achieve their goals.
It means acknowledging respecting their objections and boundaries. You guide them towards a sale – when they're ready – rather than manipulating them into it.
Again, this kind of love will show through in everything you do: in your emails, your sales pages, and in your products. It will show in your sales conversations.
If you're trying to follow a particular marketing strategy, and it doesn't feel right to you, if it makes you feel like you're being manipulative of your audience rather than being of service to them, then just don't do it!
There's plenty of marketing advice out there. You'll find so-called gurus telling you to follow no-fail tactics. Some of them will come from an authentic desire to serve your market. Others will be all about the money, the quick sale, even at your customer's expense. If it doesn't feel right, then it probably is not right.
The third type of love essential in marketing and sales, is your customers' love for you.
Usually, by loving yourself, being passionate about your business, and loving them first, your prospects and customers will learn to love you back.
That is, they will recognize you as someone who is knowledgeable in your industry, likeable, and trustworthy.
But you can do even more to make yourself more “loveable” to your prospects and clients. For starters, be sensitive to their situation. This will endear you to them.
For example, in your marketing materials, remind prospects of their current pain. What's the problem that's making their lives miserable?
And then paint a picture of what life could be like, with your product, program or service. Be explicit about how you can help them solve that problem and get closer to their goals. Remind them what it would feel like to finally live their dreams.
Finally, when they do buy your stuff, always over-deliver. Wow them with a product, program or service that delivers more than you promised. Always produce the most remarkable work you possibly can.
Your prospects and clients will love you, because you know them so well, you speak their language, and you have their backs covered.
Don't hide behind dry, formulaic marketing materials and approaches. Let your passion and love shine through.
Is there love in your business? Does it show through in your marketing and sales strategies?
How can you increase the love?
Let me know what you think in the comments below. And if you liked this post, please spread the love by tweeting it, or sharing it on Facebook.
Lexi Rodrigo is a communication and marketing professional for multimillion-dollar businesses, co-author of Blog Post Ideas: 21 Proven Ways to Create Compelling Content and Kiss Writer's Block Goodbye, and host of "Marketing Insights LIVE!." Connect with Lexi on Twitter, Facebook, or LinkedIn.
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Fantastic post! This is all so true and I think #1 is especially important. If you don’t love what you offer and think it’s amazing, you won’t offer it in a powerful way. And I just interviewed Guy Kawasaki and read his book and it has fantastic ideas – highly recommend it. Thanks Lexi for a great post!
@Grandma Mary – Thanks for stopping by, Grandma! I enjoyed your interview of Guy. Helped me see him as a real human being.
Everyone, you can watch Grandma Mary’s interview of Guy Kawasaki here: https://www.grandmamaryshow.com/interview/grandma-interviews-guy-kawasaki
What a great article! This is so true. I’ve never heard it put so well before. I agree with Grandma Mary in that #1 is most important. Without loving what you do and being confident you will not get to #2 and #3. In fact, a lot of people try to skip #1 & #2 and then wonder why #3 isn’t working.
@Juliet Austin – Thanks for your kind words, Juliet! There is a sequence to the three loves, isn’t there? Thanks for pointing it out!
Lexi – what a wonderful and very timely post. I am re-launching a 12 year old site, which used to be quite corporate, into a more “loving” site. I actually use the words love several times in the copy – I’m still not sure of it and it may not make the final cut – but it has helped anchor in me where I am coming from and how I am going to serve those clients – after all, even the most corporate clients are run by people. And who doesn’t need more love?
@Elena Verlee – Thanks for sharing! I can’t wait to see the more “loving” site. I’m sure it’ll serve you better than the old one 😀
Lexi – speaking of love I just love your posts and it is THE reason I always open your emails right away and click through to your posts and recommendations (I have even bought some of them). I know you are not going to push some crap product because I know you care about other people and especially your customers – it comes through in everything you do.
And as far your number one love – passion for what you are doing – you are right on target. If you love what you do it is not work – that is actually one of the secrets to being happy – find something you love to do and can make a living at it.
@Doug Millington – Thank you so much for your kind words! You have absolutely made my day. You are so right about finding what you love and making a living at it. My career advice for my daughter and niece is to find a job that would make them jump out of bed every morning.
I agree with you, Lexi. I wrote a post on a very similar theme back–one of my first blog posts in 2009, Copywriting: What’s Love Got to Do With It? https://marketcopywriterblog.com/2009/12/01/copywriting-whats-love-got-to-do-with-it/
@Lorraine – How uncanny! Our titles are even similar. Thanks for sharing 🙂
Great post Lexi! I am so with you on all but especially #1 – it is the passion and love I talk to my clients with and make them see how to grow their businesses. First they struggle but when we work out the love and passion that is who they really are – that is when they get it and grow! It is wonderful to see! 🙂
Off to watch the Guy interview. Thanks for always providing great info Lexi!