Comments on: Features and Benefits Are So 2009. Sell To Driving Emotion http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/ Innovation, Creativity, Entrepreneurship, Personal Development Fri, 10 Feb 2012 17:29:32 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Weekend Reading: My fav’s from this week: 7/2/10 | Heather Villa http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16842 Weekend Reading: My fav’s from this week: 7/2/10 | Heather Villa Sat, 03 Jul 2010 00:59:13 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16842 [...] Features and Benefits Are So 2009. Sell To Driving Emotion – Driving emotions sell products better than anything. This post uses three great examples of how driving emotions will be your best bet when targeting buyers. “So, if you really want to sell, don’t sell the feature, don’t even sell the benefit…sell the driving emotion”. [...] [...] Features and Benefits Are So 2009. Sell To Driving Emotion – Driving emotions sell products better than anything. This post uses three great examples of how driving emotions will be your best bet when targeting buyers. “So, if you really want to sell, don’t sell the feature, don’t even sell the benefit…sell the driving emotion”. [...]

]]> By: Weekend Reading | Marketing for the IT Professional http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16827 Weekend Reading | Marketing for the IT Professional Fri, 02 Jul 2010 18:08:58 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16827 [...] I’ve written before about the importance of selling benefits, not just features. However, Jonathan says that today it’s even more important to sell to driving emotion. [...] [...] I’ve written before about the importance of selling benefits, not just features. However, Jonathan says that today it’s even more important to sell to driving emotion. [...]

]]> By: Links: Happy 234th Birthday, America Edition http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16822 Links: Happy 234th Birthday, America Edition Fri, 02 Jul 2010 16:34:42 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16822 [...] Features and Benefits Are So 2009. Sell To Driving Emotion: I love the hole / drill analogy. This tells me I need to finish reading Influence: The Psychology of Persuasion [Amazon affiliate link]. Keep getting busy with book club books. [...] [...] Features and Benefits Are So 2009. Sell To Driving Emotion: I love the hole / drill analogy. This tells me I need to finish reading Influence: The Psychology of Persuasion [Amazon affiliate link]. Keep getting busy with book club books. [...]

]]> By: Occam Shave http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16795 Occam Shave Thu, 01 Jul 2010 18:00:13 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16795 Thank you for the warnings. I hate being emotionally manipulated, and hate those who try to manipulate my emotions. I do have them - in response to ethical information that is courteous to my intelligence. Thank you for the warnings. I hate being emotionally manipulated, and hate those who try to manipulate my emotions. I do have them – in response to ethical information that is courteous to my intelligence.

]]> By: Cynthia Morris http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16788 Cynthia Morris Wed, 30 Jun 2010 20:43:00 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16788 This is great. I'm working on a sales letter now and immediately revised using your post and the insightful comments. I especially like the idea of making the copy like a film...that reminds me to engage the senses as a way to connect emotionally. And I'm writing about a creative excursion to Paris, so that's easy enough to add the sensuality and the movie soundtrack! Thanks for more great insight. This is great. I’m working on a sales letter now and immediately revised using your post and the insightful comments.

I especially like the idea of making the copy like a film…that reminds me to engage the senses as a way to connect emotionally.

And I’m writing about a creative excursion to Paris, so that’s easy enough to add the sensuality and the movie soundtrack!

Thanks for more great insight.

]]> By: Annabel Candy, Get In the Hot Spot http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16776 Annabel Candy, Get In the Hot Spot Wed, 30 Jun 2010 03:12:51 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16776 I'm comfortable "selling" on emotion if it makes people feel good, empowered, happier but I can't go for the sell on fear which is supposed to be so powerful. I want my clients to feel great about themselves and their life, not paranoid and fearful! I’m comfortable “selling” on emotion if it makes people feel good, empowered, happier but I can’t go for the sell on fear which is supposed to be so powerful. I want my clients to feel great about themselves and their life, not paranoid and fearful!

]]> By: Erin http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16773 Erin Tue, 29 Jun 2010 19:31:43 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16773 So true. It's easy when the product you sell already is has emotional strings readily available to pull....like photography, but not so easy to do when you sell a product that is a necessity. That's why brands were created, to force emotional connections with products that are / were commodities (aka sugar, flour, gasoline, etc). Look at your revered brands. They are selling on emotion whether you realize it or not. So true. It’s easy when the product you sell already is has emotional strings readily available to pull….like photography, but not so easy to do when you sell a product that is a necessity. That’s why brands were created, to force emotional connections with products that are / were commodities (aka sugar, flour, gasoline, etc). Look at your revered brands. They are selling on emotion whether you realize it or not.

]]> By: Jim Greenwood http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16772 Jim Greenwood Tue, 29 Jun 2010 19:25:24 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16772 Hi Jonathan, I love the discussion of selling beyond benefit to the emotional connections. Powerful stuff. I think about the axe deodorant commercial that shows how simple use will change a guy into a chick magnet. It's been hugely successful. Is it possible there is any follow through in real life. Maybe the Axe site will give match.com a run for its money... Have Fun, Jim Hi Jonathan,
I love the discussion of selling beyond benefit to the emotional connections. Powerful stuff. I think about the axe deodorant commercial that shows how simple use will change a guy into a chick magnet. It’s been hugely successful. Is it possible there is any follow through in real life. Maybe the Axe site will give match.com a run for its money…
Have Fun,
Jim

]]> By: Josh Kilen http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16769 Josh Kilen Tue, 29 Jun 2010 17:25:10 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16769 You have to understand the person's story. It begins with their problem, some resource is missing. That's what the product helps solve. The company solves what ever is stopping the client from solving the problem on their own. The company removes the obstacle. That's where the emotion is released. It's just like any story, the real emotion is released in the overcoming of the enemy or obstacles. The benefits solve a situational problem but the company helps solve the overall "problem" or obstacles. You have to understand the person’s story.

It begins with their problem, some resource is missing. That’s what the product helps solve.

The company solves what ever is stopping the client from solving the problem on their own. The company removes the obstacle. That’s where the emotion is released.

It’s just like any story, the real emotion is released in the overcoming of the enemy or obstacles.

The benefits solve a situational problem but the company helps solve the overall “problem” or obstacles.

]]> By: Joel D Canfield, Chief Heretic http://www.jonathanfields.com/blog/features-and-benefits-are-so-2009-sell-to-driving-emotion/#comment-16766 Joel D Canfield, Chief Heretic Tue, 29 Jun 2010 16:31:02 +0000 http://www.jonathanfields.com/blog/?p=4432#comment-16766 Your clientele has as much to do with the DNA of your business as you do. If you're choosing your clients wisely (and not just because they have money and came to you) then you will, absolutely, be able to find the emotion that's driving Mr. Family Man to buy a great minivan instead of the Cooper Clubman he really wants. Because in the end, his want to care for his family trumps his want to screech across the finish line balanced on the front axle. Assume the same level of ethics in your clients as we assume in ourselves, and you will absolutely glory in finding and feeding that emotion. Your clientele has as much to do with the DNA of your business as you do. If you’re choosing your clients wisely (and not just because they have money and came to you) then you will, absolutely, be able to find the emotion that’s driving Mr. Family Man to buy a great minivan instead of the Cooper Clubman he really wants.

Because in the end, his want to care for his family trumps his want to screech across the finish line balanced on the front axle.

Assume the same level of ethics in your clients as we assume in ourselves, and you will absolutely glory in finding and feeding that emotion.

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