This is a great quote from the great copywriter, Elmer Wheeler.
Basically, as humans, we are all emotional creatures. A lot of what we do are driven by emotions. And you will include buying decision in that.
Emotions are what we made us buy. And then we use logic to justify the purchase.
Therefore, if you can appeal successful to your prospect’s emotions…and press his hot buttons repeatedly…you are going to get his business.
So what can spark off his emotions, you may ask?
The short answer is put your focus on “benefits”.
Elmer Wheeler, calls this selling the “sizzle”.
“WHAT WE MEAN by the “sizzle” is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary!
Hidden in everything you sell, whether a tangible or an intangible, are “sizzles.” Find them and use them to start the sale. Then, after desire has been established in the prospect’s thinking, you can bring in the necessary technical points.