I understand that some of you may think I’m splitting hairs or trying to make marketing more complex than it needs to be. I accept that criticism and suggest this concept may not be important to your marketing … yet.
But I believe there will come a time if you stay with online marketing that you will recognize just how powerful this simple truth really is and begin using it to help bolster your conversions.
Most have heard the phrase “selling the dream” and many successful marketers understand and use the principle daily. “Selling the dream” encompasses a lot of other marketing cliches, if you will, like story telling, selling the sizzle, evangelism, reasons why, sympathizing, sharing the pain, and on and on and on.
Of course the basic idea is to market in a way that helps the prospect see her/himself enjoying the benefits of your product even before they make their purchase. So you show the prospect just how happy, satisfied, fulfilled, beautiful, wealthy, or appealing they will be after the purchase and use of your product.
Selling the dream works. It has been proven time and again. But in my experience, I have found that it works a lot better when the marketer reinforces the dream that the prospect already has opposed to planting the dream in the prospect’s mind when it is not there already or when it is sleeping in the subconscious somewhere.
This makes sense, doesn’t it? People who are already dreaming about some benefit, IMO, will be anxiously receptive to a well written marketing message that simply reinforces their dream and brings it to the forefront right now with your offer. This same type of anxious reception is not always found in a prospect (for example) that when confronted with your weight loss offer, all of a sudden decides, “yes, I do need to lose some weight … someday.” I contend, the difference between planting the dream initially and reinforcing the dream that’s already growing (stoking the fire, if you will) can be quite significant.
The marketing bottom line is this:
- Look for audiences where you can target prospects who are already dreaming vs those where you must first plant the idea,
- Focus in your sales offer on throwing wood (or gasoline) on the fire rather than trying to persuade the prospect that he/she really does need your product,
- Understand the niche market so you can appeal to prospects in unique ways that are not being pushed by your competitors – this can add new life and new features to “the dream” for the prospect and your brand will be associated with this new excitement,
- Reinforcing is not convincing the prospect that your product is right for him – it’s more about showing the prospect that his current dreams are achievable with your offer – and it begins right now!
- Anyone can use this principle in any market and with any product or service where selling the dream makes sense. Great copywriters can do this for you. New or inexperienced copywriters may not yet understand the principle.
- Dream reinforcing will increase your conversions because it helps those close to making a purchase decision to go over the edge, take the plunge, or pull the trigger (hit the “buy” button).
- Dream planting often requires a “growing season” to cultivate and mature the prospect (which can be OK if you plan to nurture the prospect) but it’s not the same as helping the prospect pull the trigger on today’s offer!
I hope maybe these thoughts will give you some new ideas about how you can market more effectively.
To your online business success,