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The Seven Deadly Sins In Marketing

It's been said that the act of buying is more often emotional than logical. Marketing experts teach that after showing the prospects the features of your product and the benefits of each feature, you need to give them an emotional push. So, the buying decision starts with the head and ends with the heart.

If you have ever experienced going out to buy one thing and ending up buying another thing, you'll begin to see what I'm talking about. Impulse buying does not happen sometimes, it happens more often than you think.

Why? On the buying floor, you see with your eyes, and what you see you touch. What you touch, you feel. It's a very sensual thing. Logical thinking is quite remote because when you use your mind you need to sit down to think. You don't have much time to do that on the buying floor.

When your senses like what they perceived, you begin to create pictures of the total experience you'll be having when you own the thing. This picture must create an experience of well-being. You must feel good about this mental image. Otherwise, you won't buy.

So, in marketing, whether by direct mail or on the internet, you need, as much as possible, to create the needed appeal by describing the product in a way that the buyer could see it and feel it through your written piece. Make your site or your letter your own buying floor. Then, put yourself in the buyer's shoes and to always remember, "you buy what you want, not what you need."

Forget about the rational, and logical decision-making appeal. You can put in everything that makes your product unique and different. But, in the end you must make the buyer feel good about it. Give him a picture of how great it would be to own the thing you're selling. Give him the reason why he should buy.

This is where the 7 Deadly Sins come in. These are:

1. Pride. Since buying is emotional, pride takes the cake. Why do people buy a Rolex? Or a Mercedes Benz? Or a BMW? Is Rolex different from Seiko, or Citizen in terms of function? All of them keep good time. If you analyze the commercials for Rolex you'll see why. The buying appeal focuses on the prestige accruing to the person who owns a Rolex. The same thing is true for expensive luxury cars. The Camry, or Corolla could get you where you want to go. But, the pride of owning a Mercedes, or a Jaguar feeds the human ego. A person who owns a prestigious object feels that he is a cut above the rest. That he is amongst the cream of the crop. By

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