If you are running ads and feel like you are burning dollar bills and not getting results, then this story is for you.
Today, I was re-watching a video of Dan Kennedy at the Titans of Direct Marketing event in 2014.
If you’ve never heard of Dan Kennedy, then you should take some time to look him up. He is an author, speaker and marketing genius behind some of the most successful sales campaigns for small to medium businesses.
And in the talk, Dan shares his “Seven Dark Arts Devices.”
Most marketers spend too much time filling your rational brain with all the reasons why you need to own this product or order this service. While those questions need to be answered, it’s not what causes people to take action on a purchase.
In order to get people to buy, you need to spend some time in the emotional part of their brain and show them a vision of how they could feel if they made the right decision.
And according to Dan, here’s a list of the emotions you should be evoking in your advertising.
Dan’s Dark Arts
I already know what you are thinking. What does “Lust” have to do with selling real estate? Keep this in mind, not all lust is sexual desire. People can lust after homes, cars or anything else that they deeply desire.
It’s human nature to think that the pasture is always greener on the other side of the fence. Many people want to think of their home as their sanctuary. A place to retreat from the trials and troubles of the world. Help them find their zen.
If you want to see some real life examples of ads that go straight for the feels, then check out these sections of my latest book, Kill Cold Calls.
On page 103, I tell the story of Why I never wear green on St. Patricks day. In it, you’ll find my story of escape from all of the naysayers in my life and how that benefits my clients.
I tackle fear on page 113, where I share Buyers are Liars, even in Mayberry. A story of how we can combat dishonesty in the real estate transaction.
Finally on page 118, I share my unique take on the most common greed evoking ad in Real Estate.
If you want to turn emotion into cold, hard cash like I do, then pick up a copy of my book here.
If you have any questions, just send an ema and fire away. I’ll respond to all of the messages as quickly as I can.