To read Nader Anise's bio on Wikipedia, go to:
Dear ,
Take a good look at the shoe you see above.
It's made by Christian Louboutin, a high-end women's shoe designer.
Retail price for the pair:
$845
How could
anyone pay so much for a pair of shoes, you might ask?
Plenty of people. In fact, people who aren't even remotely rich.
I once knew of a woman who had two pairs of Louboutins in her closet and she and her husband barely earned more than minimum wage.
It's True.
She saved up all year to buy her first pair. Once she had gathered all the money, she ran over to Neiman Marcus, plopped down $845 in cash, and walked out of the store seemingly more attractive and confident.
When she got home, the conversation
went something like this:
HUSBAND: "You bought new shoes?"
WIFE: "Oh, yes!"
HUSBAND: "Wait, that receipt says Neiman Marcus... are you kidding
me?!!"
WIFE: "Honey, I finally bought my first pair of Louboutins! They're so comfortable and well made, I feel like I can run a mile in these! I love them!"
HUSBAND: "How much?"
WIFE: "I've
been saving all year for them... but listen... they're made in Italy and will probably last me 5 or 10 years... so I won't be spending any more money on fancy shoes. It's a really good investment."
HUSBAND: "Investment?!! They look more expensive than my car!"
WIFE: "These make me very happy, and don't you want me to be happy? Whenever we get
dressed up and go out, you'll be so proud to have me walk beside you!"
Did You Notice What Just Happened?
This wife demonstrated one of the most effective (but little-know) sales
techniques:
Appeal to Emotion and Justify With Logic
All smart salespeople (let's be honest -- anyone who owns their own business is in sales, in one form or another) understand this concept:
Whenever you sell, the goal is to hook your prospect with an emotional appeal. Once you've done that, you help them justify the purchase with logic.
If you notice above, that's precisely what the wife did. She initially had an
emotional affair with the shoes -- she loved the design, the brand, how they feel, the leathery smell, how it made her feel... then she used facts and logic to reassure herself (and her husband) it was a wise purchase.
Get it? That's how it's done.
This is such a powerful secret
that almost no one knows about.
In your business, whatever it is, think of how you can pitch your prospects by first stirring their emotions and then appealing to their intellect.
I guarantee you'll get more sales that way.
Two Quick Examples:
1. A life insurance salesman talks about the horrors of leaving one's loved ones without a safety net... how he's had to comfort weeping widows because they didn't know how they would be able to support their families... then he talks about how whole
life is a smart investment that will give you peace of mind and allow you to pull out money in case of emergency.
2. A real estate broker shows the client the spacious family room -- how new memories will be made with the children playing, laughing and running around with their friends... how it will be the "cool" home all the kids want to go to... and then
she justifies it by saying it's only two steps away from the kitchen. That makes it convenient and practical when you're hosting parties.
Regardless of your business, you should use this sales technique as often as possible.
Appeal to emotion, justify with
logic.
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com
Until next time...
Your friend,
Nader Founder of the Coptic Chamber
ABOUT NADER ANISE
For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a
recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today.
Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate,
education, insurance, construction, internet, telecommunications, religion, manufacturing and many others.
Nader has trained over 25,000 business owners from all around the world on sales and marketing.
To read Nader Anise's bio on Wikipedia, go
to:
3 AMAZING FACTS ABOUT NADER ANISE, ESQ.
FACT #1: In 2001, Nader wrote a one page press release that generated over $2,200,000 in free national publicity.
FACT
#2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising."
FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of
nine words, including, ONE key, riveting word.
(BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..."
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