Here’s where you went wrong.
Your marketing was designed for the logical, conscious mind. It’s all about the features of your service, the benefits of working with you and your achievements.
You might really be the #1 agent in your market, but that doesn’t mean a hill of beans to your potential clients.
Because they don’t make decisions with their conscious mind.
In fact, Harvard Business School Professor Gerald Zaltman says that 95% of your purchase decision making happens in the unconscious mind.
And to someone like me that makes a lot of sense.
Because I know that people won’t make a decision to move forward until all of their concerns, questions and problems have been resolved.
And you’ll never guess where problems solving resides.
That’s right, problems are solved in your unconscious mind.
David Cresswell, a Neuroscientist from Carnegie Mellon, says the problem solving ability of your unconscious mind is billions of times more powerful than your conscious mind.
Here’s a good example.
You are talking with a friend and you wanted to tell them about someone else, but you temporarily forgot this other person’s name. If you consciously think about the problem, you may not ever remember the name. However, if you distract yourself with other thoughts and conversations for a few minutes. Suddenly the switch flips, and this person’s name comes to the front of your mind.
This instant insight is your unconscious mind working on the problem while your conscious mind was distracted. Then when the unconscious mind solves the problem, it hands it off to the conscious mind. It all happens without you realizing it.
So when you are marketing with logic, it’s like your talking to the assistant who places the order and not the manager who makes the decision to buy.
You’ll never get anywhere talking to the wrong person.
Instead of focusing on features and benefits in you marketing, focus on the problems that are the biggest concern to other buyers and sellers in the same stage of the transaction.
Calling out relevant problems help your prospects verify that you have information that is something that they can use: Insight into their most pressing problem.
Use this vantage to provide your solution to the problem in a way they can understand and you are one step closer to the closing table.
It’s not the number of homes you sold last year. It’s your ability to solve problems that sets you apart from the competition.
In a complicated transaction like real estate, your clients have to make hundreds of decisions along the way. They need a consistent supply of your information, advice and solutions to keep moving forward.
So don’t stop searching for and solving problems for your clients.
Now that you are starting to understand how the unconscious mind works, you need to know that it’s not always easy to get it’s attention.
Especially if it is busy trying to solve other problems.
One of the ways we can get it’s attention is through another part of your mind that you also thought resided in the conscious: emotion.
That’s right. Your “feels” live inside your unconscious mind too.
And next time we will talk about how to use emotion to get it’s attention.