1) Costumers are irrational on the inside
2) Act on emotion and impulse
Confused, ambivalent, don't know what to do, apathetic, lazy
Need to push them off the fence, help them make decision that's good for them, turn up their emotion
3) Costumers hate to be confused, when they are, they just walk away, without buying anthing from you => so you need to simplify whatever you're selling, what ONE aspect pushes the hot button that amps up their emotional impulse to buy, hit that button over and over again
4) they hate to take risks => so we need to take the risk away from them ("risk reversal technique") on ourselves so that WE are taking all the risks (offer money back garantee and keep the product / get 50 euros plus for the time wasted)
5) needs value translated
mardi 1 février 2011
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