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Quick – name something that people want to save!
If you had to answer this question off the top of your head, the first two things that come to mind are most likely “money” and “time.” Right?
Absolutely.
When Victor Schwab published his list in 1956 of the main 40 “emotional drivers” in his “Mail Order Strategy,” one of his four categories specified things people want to save. “Money” and “time” are just two of the eight in that list.
People want to save:
1. Time
2. Discomfort
3. Risks
4. Money
5. Worry
6. Embarrassment
7. Work
8. Doubts
Several of these are especially timely in the current market, which is both a positive and negative for marketers.
If you effectively incite in your targets their desire to save one of these eight things, you’ll start reaping the benefits immediately.
But your competitors want to provoke exactly the same emotions and actions.
So your challenge is twofold: Trigger the emotion in your target that impels them to act on your offer. And stand apart from the crowd to make them choose you over your competitors.
Do that, and you’ll actually save yourself some money, worry, and work while you’re at it.
Ready to get started? Call us.
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