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love, when you realize a dream coming true? Or even the possibility that it might? Or a sense of compassion at the plight or prosperity of another? These are the emotional responses that make people move.

They're what you're striving for in the presentation of your products or services. You've got to sell the dream. You've got to go for the tear and/or the tickle.

Most marketers never do that. They become so enamored with their own product or service, they never bother to talk about the WIIFM. They never bother to talk about how, once the product or service is in the hands of the buyer, that buyer's life is going to be infinitely better. They never talk about how the product will make the buyer a hero or how the buyer will be the object of admiration among peers or how the buyer will become irresistible to those closest to him.

Instead they talk about engine size or processing speed or how fast they'll show up or turn around a product. They'll talk about turning radius or low price or whatever features are connected to the product or service, seemingly hoping actually assuming that the buyer will automatically make the connection to the benefits that will bring him love and importance.

Doesn't happen. At least not predictably and consistently enough.

Better to say, "Your spouse will find you irresistible!" Now that's a little in your face, but I ask you, doesn't that resonate to the very core of your soul? It does, because we all want that.

But there are more elegant ways to say it. Ways to help the prospect to feel it.

I can say, for example, "With the speed of this computer's processor, you're going to get more work done faster."

But wouldn't this be much more powerful? "You'll never again miss one of your son's ballgames, or be late to your daughter's dance recital, because the speed of this computer's processor will help you get more work done in a shorter time."

WHAM! You have kids and that one goes right to your hot spot!

But, c'mon. That's just a bit too cheesy to actually say, isn't it?

Is it? Why? Why not say it?

Cheesy is good. Corny is good. Because it's the cheesy and the corny that we really want. I mean really want. That's what brings us the tear or the tickle.

You see, because these primary benefits are basically emotional, we don't often recognize them as our drivers. They are subconscious; under the radar. That is also why assuming the buyer will make the connection between feature and these driving benefits is a mistake.
But when you actually say it corny as it may sound it resonates. Because it's what the buyer really wants, deep down inside. And that's where they'll feel it.

That's not to say there is no place for the features. There is. They are the evidence, the proof, that you can really deliver these craved benefits you say you can deliver, and that you have promised in such a way the buyer actually feels the want.

Yes, your features provide the credibility and the "how we deliver" messages. But if you want the cash, talk to them in terms of what they want. Sell the dream. And keep selling it until you get to the tear or the tickle.

Learn more about this author, Jim Ackerman.
Click here to send this author comments or questions.

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