Study after study shows that, as consumers, we buy with our emotions and then rationalize our purchases with our rational mind.
That’s why advertisers spend millions of dollars trying to touch your heart or tap into your emotions.
That’s why brands like Gerber and Chips Ahoy used neuroscience to study shopper emotions, and improve their package designs.
That’s why every time Apple releases anything, you can’t resist. Apple knows you better than you know yourself.
All of this is fine. And it’s true.
But there’s something even more true than data.
I call it The Witch Factor.
When I first started my blog, I noticed that occasionally there were commenters who asked me with increasing regularity if I was a witch.
Not a bad witch.
But a good witch.
They thought I could read minds. They accused me of watching them in their offices. They said they woke up needing the exact article I had just written.
I’m not a witch.
But I do know my ideal client really really well.
Now that I teach this stuff constantly, I’ve watched my own clients experience the Witch Factor as they become clear with their own marketing. They get the same accusations (even the guys!) from prospects and clients who are so grateful that someone actually “gets them” that they make a joke as they’re pulling out their credit cards to sign up: “Are you a witch?”
Of course you’re not. But when you start to talk to your Ideal Client in your marketing, your emails, your education, your articles – she feels understood. She feels like you get her. You know her so well that it feels stunning to her that someone is finally speaking her language.
It doesn’t need to be deep painful horrible stuff. (Though it can be).
It doesn’t need to be all that significant. (Though it can be.)
It’s just that if you have a product or service, your job is to understand exactly who you are selling it to and why they need or want it.
And no, I’m not talking about “demographics.”
This is deeper than that.
You’ve heard the expression that people buy from people they know like and trust. That is exactly what we’re doing here. We’re building trust. That’s all. We’re getting them to know that we get them.
How do you do this?
Well, some of this is slow, evolving work – but some of it, you can do just because you already know who you love to work with.
What do you need to know about your Ideal Client?
Well, you need to know that your Ideal Client has dreams and what they are.
You need to know that your Ideal Client has desires and you need to know what they are.
You need to know that your Ideal Client is making mistakes and you need to know what they are.
You need to know that your Ideal Client has fears and you need to know what they are.
You need to know that your Ideal Client has doubts and you need to not be surprised when any of them pop up.
You need to know that your Ideal Client has objections to what you’re selling and you need to know what they are and how to overcome them without overwhelming her.
This is often dismissed as the “soft” stuff.
It is not the soft stuff. It’s the hard stuff. Which is why, once you do this, you don’t have to learn lots of sales tactics to convert prospects into customers. And it’s why many people have to resort to sales tactics and have to be pushy when they sell to you. They haven’t done the important hard work.
The question is: Will you?
So tell me, my peeps. Does this idea ring true to you? Do your clients appreciate it when you “get” them? Tell me in the comments…