Intellectual VS Emotional/Visual, Novel, Emotional
Selling is often seen as an intellectual pursuit but buying is often done in an emotional state. So, how does one bridge the gap? Let’s look at commercials. I heard it said that a good TV commercial must be visual, novel, and emotional.
In the Booth
If you have a product you can show in the booth, you have an easy visual. If you sell a service or aircraft carriers, you have to use stand in images for your visual component. If you sell your family’s third generation widgets with a secret family recipe, you will have to find another way to be novel. And if you talk at people about the benefits of your product or service in straight facts, you’ll never engage them emotionally.
Emotional Engagement vs Manipulation
We’ve all had someone try to manipulate us. No one likes it. To engage someone emotionally does not mean to try to manipulate them emotionally. The number one way to fall down the manipulation trap is to try using fear as your motivation. Yes, fear sells but if your client steps back and looks at what happened and realizes you used fear to sell them, they will resent you. Fear is a short term sales game.
The Positive Emotion Sell
On the other side of fear are the positive emotions of love, safety, friendship, etc. If it’s easy to see the fear you could use to sell, it should be just as easy to turn it around and find the positive emotional sell.
I Sell Wonder, What Do You Sell?
This is where magic really works it’s wonders! Magic is truly visual, novel, and if done correctly, can be very emotional. When starting out, young magicians, often present their tricks as puzzles that need to be figured out by his audience. People watch the trick and think to themselves, “Hmm, I wonder how he did that.” They are trying to solve an intellectual puzzle. But as the performer grows and matures he learns to present his mysteries in ways that play to the audiences emotions. They no longer want to know how the trick is done. They don’t care. They just know they loved the magic and they felt for a moment that sense of wonder.
Jeffrey Gittomer points out in “The Little Red Book of Selling” that people love to buy from someone who makes them laugh. Why? Because laughter is a release of stress. I’ve been performing magic since I was 6 years old and at the end of trick when something amazing happens, people often laugh. Why? Because they don’t know what else to do. I’ve broken the laws of physics and they are in shock. The sense of wonder created at the end of magic trick can be one of the most stress free moments of a person’s day (or maybe even their week). It is the perfect time to subtly introduce the benefits of your product or service.
Is Magic the Perfect Sell Vehicle?
Maybe. Magic is visual, novel, emotional, and funny. It’s like the perfect four part harmony of salesmanship. Having a magician at your trade show booth, hospitality suite, or client event, who understands how to sell subtly using magic will make your prospects or clients remember you and make them more receptive to receiving your message.
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