ASH AMBIRGE

Author, CEO & Founder

Learn More >>

Why Your Clients Should Never Have to “Think About It”

In: Marketing,

READ THIS FIRST.

People are moving so fast now that they don’t have time to think.
They’re scanning, swiping, clicking, liking, tweeting and moving on at full velocity.
They’re making decisions based on feelings, not facts.
They are often choosing not because of what they think, but because of how something makes them feel.
What does this mean for your business?
If you want people to act, you must make them feel.
If they say ‘I’ll think about it’, you’ve lost them; they’re gone and on to the next thing.

Your fabulous, worthy, well-thought-out ideas might have logical foundations, but logic is not what will convince people to rally to your cause or click the “Buy Now” button. So begin everything from where your audience is. Set out to deliver to them the feelings they want to feel. 

-Make Your Ideas Matter, Bernadette Jiwa

REMEMBER?

We talked about this last week, with the J.Peterman product descriptions.

 

HOW DOES IT PLAY OUT? 

Don’t talk about facts. Elicit a desire.

 

FOR EXAMPLE.

When copywriting for a recent client–a Pearl expert who travels the world in search of the perfect pearls–I didn’t immediately jump to the dimensions of her pearls. The colors of her pearls. The quality of her pearls. Or the way she strings them together. Instead, I wrote this:

: : : 

The allure of pearls.

Is it the prestige?

The innocence?

The elegance?

The simplicity?

The unspoken sense of confidence?

…Or perhaps the soft spoken hint of seduction.

Whatever it is, one thing’s for certain: You’ll never be overlooked–but very much looked over. Covetingly. With envy. And evoking a magnetic irresistibility that’ll leave mouths agape, martinis unsipped and even the most composed woman in the room second guessing herself.

 

They’ll whisper: Who is she?

Yet, she won’t have to say a word.

Because her pearls?

Already said everything.

Genuine Cultured Pearls from The Pearl Girls.

Because while diamonds may be a girl’s best friend, pearls are her best kept secret.

 

TO MY WOMEN.

Who would you rather be?

The woman with the pearls…or the woman watching her?

Enter your email address and I'll rummage around in my bag of tricks for JUST the thing.

4,314

READS

7 Companies Doing Personality RIGHT.

Remember that one time every single day when I talked about how giving your business a personality will help you earn trust, differentiate yourself, and sell more to the right people? (As long as you don’t own a funeral home. That could be a tricky one.) Well guess what? It’s your lucky day because…I’m going […]

In: Marketing,

READ MORE >>

2,323

READS

Don’t Stand Out – Stand the Fuck Up.

So. If you recall, in the last post, I made up a ridiculous scenario where you were headed to your fake neighbor’s house for dinner, whose guts you may or may not have secretly hated. She was serving you quiche, at which point you made a face that slightly resembled this—> ?!?!?!?!!!!!. As a result, […]

In: Marketing,

READ MORE >>

1,479

READS

How to Fuck Up a Sale in 27 Minutes Flat (But Still Score a Date)

The Scene: The United States of America. 9:57 am: Walk into L.A. Fitness. 9:58: Meet stunningly fit individual named Alberto. 10:00: Decide there is some fucked up pheromones wandering around body that insist on me + Latino men. 10:01: Wonder if Alberto’s name really is Alberto. Consider how unsexy it would be to call him […]

In: Marketing,

READ MORE >>

THIS IS A PLACE WHERE YOU'LL ALWAYS BELONG.

Click here to tell me what *you* think + let your ideas be seen naked—and then sign your name on our wall of wonder.

Your email address will not be published. Required fields are marked *

64 thoughts on "Why Your Clients Should Never Have to “Think About It”"

  1. mbruner says:

    that gave me goosebumps

  2. mbruner says:

    that gave me goosebumps