Wednesday , March 22 2017
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Tag Archives: minding your business

Victor Urbina’s Minding Your Business: Don’t Sell On Logic, Sell On Emotion

Good advertising examples are hard to find. Most of the time advertisers focus on the features of their product or service.

They are completely oblivious to their benefits. As if the world needed another “6-speed transmission”, more “made from scratch” guacamole or knowing customer satisfaction is your “number one priority.”

What advertisers don’t understand is that while these features are important, it’s not what makes us buy.

We’re self-centered animals, the only thing we care about is ourselves. Even when we do things for others. The reason why we do anything is because it makes US feel good or we EXPECT some sort of benefit.

That’s why appeals to logic with amazing features don’t work very well. Let me explain.

All consumers make buying decisions based on emotion. Don’t believe me? Read the book “Buyology” by Martin Lindstrom.

Research shows that when we buy anything pleasure centers in our brain light up like a Christmas tree. It’s very like the “high” addicts get when they take a hit.

It’s only later that we use logic to justify the purchases we made based on emotions. Don’t believe me?

Why do you think people buy luxury cars? To satisfy an emotional need. The need to be admired and respected by their peers to be exact. Because a car is a car. It getting you from point A to point B should suffice, shouldn’t it?

But it doesn’t. That’s why safety records, fuel efficiency, and keyless entry exists. All logical arguments to justify an emotional decision.

So why do advertisers keep appealing to logic? It’s because they’re not very smart. They don’t understand that all we’re interested in is WIIFM. What’s in it for me.

But then someone catches lightning in a bottle. By accident or after years of trial and error.

They come up with an ad that in not focused on their product or service. Instead, it’s focused on the benefits of their product or service. Some even take it one step further. They focus on the TRANSFORMATION their product or service will deliver.

Because no one buys a drill because they want the drill. People buy a drill because they want the holes.

They want the TRANSFORMATION. If you understand how your business does this for people and you use it in your marketing you’ll be unstoppable. Like this example below.


This is a billboard for a local gym. When I first saw, it I made my wife circle back around to look at it again because it was so brilliant.

But let me break down the brilliance for you.

First, their headline is easy to understand and it’s benefit rich. Everyone understand what “Lose 20 lbs in 6 weeks… FREE!” means. There’s no ambiguity.raw2

Second, the headline is made even stronger because it uses exact figures. Not sure what I mean? Try this on for size, which is stronger? “Lose 20 lbs in 6 weeks… FREE!” or “Lose weight in weeks… FREE!”?

raw3We both agree it’s the first one.

Third, they use a before and after photo. In weight loss, this is standard practice, but still you find gyms that don’t do this. Why they don’t is lost on me.

But the picture used in this billboard looks authentic, like it’s a real person from here in town.

Local advertisers shoot themselves in the foot by using photos of people who don’t look “local.” This is a big deal.

If you’re marketing to a specific demographic use images of people who look like them. Like they would live in the area.

Fourth, and this is a biggie, there’s an implied guarantee in the headline. “Lose 20 lbs in 6 weeks…FREE!” Because the headline is so strong it makes me believe that I’ll lose 20 lbs in 6 weeks for free. It makes me think, “I’ll try it, what do I have to lose?”raw2

Now I’m going to share with you a little trick my mentor taught me. If you’re not sure your headline is strong enough to make people stop and notice do this. Isolate your headline and write the words “for more information call…” immediately after it. Not sure what I mean?

Like this, “Lose 20 lbs in 6 weeks… FREE! FOR MORE INFORMATION CALL…” If you’re trying to lose weight doesn’t that headline make you wanna pick up the phone and call?

raw4One opportunity to make the ad better. I would test replacing the website with a phone number. I would add the line “Free recorded message tells you how, 915-123- 4567, call now!”

I know you might think this is “old fashioned” and “everyone” goes online, but listen to me for a minute.

This is a billboard. Billboards are seen by people who are driving. Typically, people drive with both hands and keep their eyes on the road. This makes it hard for them to pick up their phones and go to your website.

Furthermore, people have bad memories. By the time they get home they might’ve forgotten all about your billboard. Or if they do remember, they’ll forget the website and how to spell it.

In a worst-case scenario, they will have talked themselves out of looking up your business. They think that they won’t have time to go to the gym. Or that they’ve tried gyms before and they’ve never lost weight. Or a million other reasons why your gym WON’T work for THEM.

But, everyone drives around with a cell phone in their car. Most cars today have some sort of hands-free Bluetooth feature. All phones have a loud speaker. Why not drive them to a phone where they can learn more while they drive. Before logic takes over and beats down the emotional decision you want them to make!

I’m not in any way associated with this gym just to be clear. I would however, love to hear from them to find out how their billboard campaign went. I’m sure they did VERY well.

When advertising don’t appeal to logic. Appeal to a customer’s self-interest. Focus on the transformation not the features or even the benefits. Do this and you’ll be light years ahead of your competitors.

Remember, “Life is a series of missed opportunities, so go for yours.”™

victorurbinaimagerightleanAuthor: Victor Urbina

To read Victor’s previous columns, click HERE.


Victor Urbina is an author and entrepreneur who helps businesses generate more new customers and make more sales.

Grab a free copy of his newest book “How To GET MORE New Customers, Clients And Patients With Direct Mail”  Leave your name and email address to get a free “readers only” competitive market analysis (a $300 value) of your business.

Victor Urbina’s Minding Your Business: Monkey See, Monkey DON’T Do…Well, Kinda!

What would you do with $185 MILLION? Quit your job? Pay-off all your debt? Treat your family to some VERY nice gifts? Our friends at Wells Fargo are going to use it to pay the fine the Consumer Financial Protection Bureau gave them for opening unauthorized accounts.

You probably think $185M is just a drop in the bucket for them. It might be. But it doesn’t stop being $185M they would rather not pay. It stings a little. It doesn’t matter who you are.

The fact they were doing this doesn’t surprise me. It’s not that I think they are a greedy corporation. They’re just like all the others. They have a social conscious, BUT are always worried about their stock price.

If keeping your job depends on how much you sell, then you’re going to find ways to cheat the system. It’s self-preservation. But, there is a GREAT business lesson that you should learn from this fiasco. So do as they say, don’t do as they do. Here’s what I’m talking about.

Wells Fargo is the KING of return-on- equity in the banking industry. This mean that they generate the most money for every dollar people invest in them. They’re admired and copied by other banks for this, they’re the “gold standard.” They have done a lot of this by training employees to cross-sell and up-sell EVERY chance they get.

Let me give you an example.

I’ve been banking at Wells Fargo for as long as I can remember. I have both personal and business accounts with them. Because of this I’ve experienced their cross-selling and up-selling. Almost every time I visit a teller I get asked if I want to apply for a Wells Fargo credit card. They’ve done it so much that it’s starting to get annoying because my answer to them is always no.

But I AM impressed because they almost NEVER forget to ask. They know that one day I’ll “break.” So here’s the big lesson.

If your business has up-sells and cross-sells that you’re not offering ALL your customers you’re leaving A LOT of money on the table.

If you’re afraid to come across as pushy or greedy to your customers, get over it. If you’re employees don’t want to sound salesy, replace them. If the products and services you offer improve the lives of your customers, then it’s your moral responsibility to offer ALL of them to them.

The easiest way to do this is to have a sales script for EVERY customer you come in contact with. I’m not talking about a robot-like sequence you follow either. I’m talking about points that you want ALL your employees to make when they’re talking to customers or prospects.

You DO want write out a script that they use at the beginning. As they get better at using it you allow them some wiggle room to “make it theirs.” As long as they hit all the points. If not, then it’s back to the script, word-for- word.

If you don’t have anything to cross-sell or up-sell, then find things. It can be something as simple as books of stamps. Haven’t you wondered why they offer you stamps at the grocery store? And don’t limit yourself to products and services that YOU have to stock or fulfill. Here’s why.

You can partner with a non-competing company that shares your customers and offer THEIR products or services. The two of you then split the profits. It works both ways too, they offer you to their customers.

The best part about this strategy is that the customer acquisition costs is MUCH lower than generating a new customer on your own.

If you’re STILL not sure what you can up-sell let me give you one word. DELUXE! You should ALWAYS have a regular and deluxe version of what you sell. This was one of the first things one of my mentors taught me. It was so obvious I couldn’t believe I had never thought of it. But here’s why deluxe is important.

A percentage of your customers will buy your deluxe offer because of how they see themselves. They don’t consider themselves to be like “everyone” else. They’re “specia” The kind of people that buy “ONLY the best.” When you only offer them “regular” they’re unsatisfied and might go look for someone who will sell to their “special” self-image.

Final warning. Don’t make the mistake Wells Fargo made and threaten to fire your employees if they don’t up-sell or cross-sell enough. Train them and track their sales as a coaching tool. You could even offer them an incentive if they meet certain goals. But make sure the goals are attainable so that they don’t cheat to reach them.

A simple cross-sell and up-sell program WILL put extra money in the bank for you. Asking for the sale doesn’t mean everyone will take you up on your offer, but a closed mouth won’t get fed.

Holler at you again in two weeks and remember, “Life is a series of missed opportunities, so go for yours!”


Author: Victor Urbina

Socorro Renteria Realty 728×90