Nobody here is under stress, are you? Yeah Right! Everyone here is calm,cool and collected.
We know that stress affects everyone every minute of everyday. Stress affects our eating habits, moods, how we live, and more.
When does stress stop? When does stress go away?
By our wisdom we know it never stops and never goes away. It becomes our own choice of how we deal with life and the everyday factors. I am not by any means diminishing anyone’s stress at all. I am just talking about the everyday “stuff”.
Our society is built on wanting things yesterday. This mentality has placed a tremendous amount of stress on us. Also, our gas prices have increased dramatically, food prices are on the rise and the price of living in general are on the rise.
I recently spoke with a small business owner that express their concerns about the current economy. At the beginning of every sentence they said “they were scared”. That phrase kept playing over and over in my mind. I wanted to comfort them, but did not know how.
The Scared List:
1. People not buying
2. Craft shows falling through
3. Hike in overhead expenses
4. Hike in the cost of ingredients that they use to make their product
Our list can go on and on. I am not here to talk about ways to decrease stress. There is a lot of info on that already, but I do want to talk about how it affects our buying customers.
How does the stress affect your buying tendencies?
I will try to relate this concept to myself. I have a saving “mentality”. I stick to buying only the necessities and if I buy anything that does not constitute a necessity then it takes me about a week to make sure I truly need it. If I finally get to the point where I know I need the product then the price of the product won’t effect my buying decision because I have put the product in my necessity catagory . I think a customer like me you just need to throw out the window. =) Just joking. Actually if you can sell to a customer like me then you can sell to anyone.
A customer like me you need to play on their emotions more. You need to place in them the reason “why” they need it. You need to show them that your product is just as or even more important than water.
Let us take a quick peek at how society deals with stress.
In today’s society we have an overload of stimuli. We have busy families, tons of email to go through, phones, bills, mail, etc, etc and more etc.
Don’t you get fed up with the day to day “stuff”? How do you deal with things?
I deal with things by staying away from the phone, no TV ( I do watch DVDs without advertisements), I am outside with the kids a lot, I do not work on the weekends.
We have a “stress filter”. This filter determines what stress is allowed into our lives. Your business has to cut through all the white noise and through the “stress filter”.
1. The stress filter drives the way customers behave, make decisions and goes shopping
2. Your product or ad needs to speak directly to your customers emotional level by speaking directly to their stress and your desire to make their life easier
Stress can potentially stand in between you and your marketing success, so we have to go directly to what the customer wants.
The customer wants:
1. Their lives made easier
2. Simple solutions for complicated and uncomplicated problems
3. Acknowledgement of their stress
4. They want recognized and appreciated for everything they do
Now you may be wondering how to apply the “emotional card” to your products. Think of these following questions when you look at your own products that you want to promote.
1. Does your product save the customer time
2. Is your sales copy (message) easy to understand.
3. Is your sales copy clear about the benefits
4. Does your products replace something that is not working
5. Do you have social proof ~ Show that your product does work from the account of other customers
6. Fun/smart
7. Does the product make the customer happy, relaxed, satisfied or excited
P.S. Feel free to comment about the article. I would enjoy hearing from you.
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