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Where's The S.E.X. In Your Business?
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It's absolutely amazing how SEX sells! I'm always
amazed how many businesses, such as Coca Cola,
Mercedes, Sony, etc., use sex appeal in their ads, to
sell their products. Ever wondered why?
When you add the element of sex appeal, you add the
element of emotion, and most people buy for emotional
reasons than any other reason.
OK, I wasn't planning on writing about sex appeal, but
didn't that title get your attention? Come on, admit
it, you were curious to find out what this was all
about, weren't you?
Well, I'll level with you. I want to tell you about
about a very different kind of S.E.X. -- I call this
the "S.E.X. Principle".
So let's study the S.E.X. principle for a second:
Simplicity + Emotion + eXcitement = S.E.X.
In order to generate effective sales through direct
mail or the Internet your site better be using the
S.E.X. principle, or you'll find it extremely hard to
make a sale.
1) Simplicity
How does your site rate on simplicity? Put yourself in
the shoes of the average person who lands on your
site. Is it easy to navigate your way around? Do
things look complicated? Do you have a clear and
simple presentation and sales letter, that everyone
can understand and follow?
Creating a "simple" site, does not mean you're
"stupid". Forget about trying to impress everyone with
your cleverness. It's a fact that most people tend to
judge things on first impressions. So when you've gone
through all the hard work involved in getting clients
over to your site, don't scare them away with your
intellectual pride.
Some of the sites that have the greatest conversions
of visitors to sales, are also some of the "simplest"
sites. By simple, I mean everything is clear. They
have a very well-thought out presentation or sales
approach, and the customer is gently guided through
the process in a very straight forward manner.
It is important to avoid distracting the visitor with
blinking banners, fancy graphics, etc. that are not
absolutely necessary. After all you want is for that
visitor to read what you have to say and hopefully
convince them to buy your product or service.
2) Emotional
Does your site appeal to their emotions? Remember
emotional SELLS!
I will never forget a story somebody told me years
ago, when I was first starting out in marketing.
Apparently this took place in a church, where a very
famous orator was to recite the 23rd Psalm for a
fundraising service. He did this with complete perfect
eloquence, but the audience remained unmoved. It just
so happened that an ex-Russian woman who had just
obtained citizenship was present, and since she had
been an actress her friends begged her to also recite
the psalm in Russian.
She obliged them, but the difference was astounding.
She used no eloquence. She used emotion. After she
finished, most of the people in the audience had tears
streaming down their faces. The applause was
deafening.
One of her friends remarked that this was the best
recital of the 23rd Psalm she had ever heard, even if
she couldn't understand a word of what was being said.
The Russian woman replied:
"That wasn't the 23rd Psalm, that was the alphabet in Russian."
- That's how important emotion is.
People pay a lot more attention to the emotional depth
of your message than the logical precision of it.
3) eXcitement
Without eXcitement or enthusiasm you will never
convince anybody of anything. If you can't get excited
about your product or service, forget it.
Although there is always the danger of being
over-enthusiastic, it is still far better than a dead
dud.
I would much rather risk wildfire, than have no fire
at all.
"There is a real magic in enthusiasm. It spells the
difference between mediocrity and accomplishment." - -
Norman Vincent Peale
Try adding a little S.E.X. to spice up your business.
It works.
--------------- About the Author ----------------
Jan Taljaard is a consultant, speaker, copywriter and
author. His latest book "Money From E-Commerce", a
fully interactive e-commerce course, is already
becoming an international bestseller.
http://www.wealthandsuccess.com/cgi-bin/wsc/d.cgi?course
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