Emotions are the gateway to making a buying decision. People buy on emotion and then they justify it with logic.

Even people who insist they buy logically or based on features do so because that's what makes them feel better. Therefore, appeal to their emotions first and foremost. Benefits are the language of emotion; Features are the language of logic.

I often meet people who will insist that they only ever buy on logic. There's a big difference in what people say and what they do! If it was true that everyone only bought using logic, they would all be driving Skoda's!

One of the common problems many companies have translating their product or service features into benefits is that they are "looking at the label from the inside of the bottle," in the words of best-selling author and ad guru Roy H. Williams. "In other words, because they know too much about their businesses, they often assume that others, too, not only want to know them but also should know them. These companies all their spend time (and money) "assuming."

Sell the Sizzle, Not the Steak

The Steak: Here's another example to illustrate my point:

"This ring features a 1.4 carat, pear-shaped cut white diamond with an SI1 clarity grade and an H colour rating....."..... What ?

Unless you're a gemologist that's just complete nonsense

The Sizzle: Here is what will sell diamonds better:

"Imagine that special evening when you gently slip this on her finger and stare intensely into her eyes. She peers at this symbol of your devotion, the promise of your future together, and tears begin to glisten. An adoring smile spreads across her face, and at that moment your love is sealed forever."

Ok, I know I'm pushing it here but you get the point!

Every ad, email, website, sales letter must pull one or more of the 7 main emotional strings that make people buy.

1. Love 2. Hate 3. Greed 4. Guilt 5. Pride 6. Fear 7. Envy

Use these emotions to weave around your sales pitch and tap into the thoughts and feelings that are going on inside peoples head and guts. The things that irritate them, keeps them awake at night, makes them angry, happy, proud or sad.

This applies to EVERY business, industry, product or service. It doesn't matter if you are selling diamond rings, plumbing service, carpet cleaning, toilet cleaning, engineering equipment or what ever.

Sell the Sizzle, Not the Steak, sit back and let them beat a path to your door.