[Editor's Addendum - This is the fourth in our series over-viewing the marketing acronym AIDA]
Have you walked by a bakery or some other counter top and gotten so close that you’ve left smudges on the window? Maybe it was the smell . . maybe it was the exquisite display. . . maybe it was the simple fact that it was cappuccino crunch flavored.
Marketing so good, it'll have you licking your lips
Whatever it was, you felt this extreme desire. It became an absolute must have – so much so that you had to act (and if you’re like me, probably caved in . . . . and bought 12). This is the exact feeling that you want to create in all of your marketing materials.
- Satisfy needs – Ultimately this is what will build desire. Your product needs to fill a need (or a perceived need) so badly that customers can’t help but buy. Get them to envision themselves using your good / service . . . .or even better, get them to the point where they can’t imagine their life without it.
- Scarcity – If you’ve watched late night infomercials, you know the appeal that “only 3 left” can have. The human brain is wired to want and consume what we know won’t last. If you have a limited number of pieces / time slots, make sure to use this in your marketing.
- Testimonials – Testimonials work for two reasons: 1) They prove that the product can have a direct impact on lives and 2) Everybody wants to “keep up with the Joneses”. Use your testimonials to play off both of these psychological desires.
Bonus tip: Before & After - One great type of testimonial is a before and after. Whether this means showing people / things cleaner, faster, healthier, or happier, it again shows the direct impact and gives customers the perception of immediate results (i.e. no delayed gratification).
- Competitor Comparison – If you’re goal is to take away from what customers are already purchasing, do a side by side comparison. Showcase your benefits and how your competition can’t . . . . well, compete. Conversely, counteract ads that your competition is running. If they are always talking about quality, point out you are much more inexpensive. If they are talking about their customer service, mention how you are much more reliable.