There is a smart way and a stupid way to generate desire.
I want to show you the smart way.
And yes, it involves using the 5 senses.
You're using one of them right now.
You're visual sense. Of course that's too obvious since you are reading this.
But how about the other 4?
And of course the 5th one mention earlier is visual.
Generally, desire is aroused ...(ooh that's a cool word), by beauty, appeal, and attractiveness. Functionality and features usually come after. So essentially, you work to stimulate (another cool word) your customer’s desire through the physical attributes of your products.
Now, you're probably thinking "this is easy."
But aesthetics is not a simple science. Aesthetics is quite vague and is very generalized. The old adage still holds true – beauty depends upon the person who appreciates it. You have to understand who your customers are and what their preferences might be, before you can appeal to their senses.
Does this mean you might have to change your product's packaging?
How about your marketing and the pictorials of it?
Listen up now.
Here are the 5 senses of attraction and how you can use them to present your product to arouse and generate your customers’ desire to buy--- a lot.
The first step is to invoke attention to one's eyes. Consumers want a product that looks good.
This is why companies are investing so much in remodeling and repackaging their products just to look new and trendy.
It could be the little things such as a famous celebrity that is currently "in."
Do you have to have a product?
No, not necessarily a product but this applies to other things such as a sales material.
Your business card.
And just about anything else your customer will see.
Just like in high school where all the good looking girls got everything, the "good looking" businesses get the customers.
Sound effects does wonders.
Yes, even for business purposes. It can be in your sales presentation. Or in your sales promotional material. Whatever that you can fit sound into appropriately.
Why is hearing and the sense of sound so important?
Music can communicate a subtle yet powerful message of your product. Music uses the power of words and the melody of a good tune to change emotional state. And if you do it right, you can create an emotional state to get your customer to buy more.
How's that sound?
Can you hear it?
Ok, that was lame. But anyways, that’s why songs and jingles are always created and applied in television commercials. People love to hear a good harmony.
3. The Sense of Smell
What is your first reaction while you're walking down a busy street and somebody with your favorite cologne walked right past you?
Or you're walking down the mall and a scent of fresh baked chocolate cookies hits your nose?
You intend to look at the direction the smell may be, right?
Does this mean you're going to immediately go out and buy some cologne and cookies?
Well, maybe the cookies, if you're hungry.
Whichever your reaction is, the point is you simply can’t resist the allure of a good smell. Whether it is the smell of somebody’s cooking or the fragrance of your favorite perfume, you tend to turn your head without thinking about it. And that effect is something you would like to achieve for your products.
But what if it's inappropriate to have a scent on your product? Like a book?
Well, this may not apply to you then.
But you can apply the scent of smell in other things.
For example, if you are running a sales presentation, you can fill up the room you're doing in smell fresh with a nice aroma.
And most important, you should smell good too. You don't want a odor coming out of you when you're selling face to face. You want to have a warm, pleasant scent.
Go on, smell good for your business. Smell good to get your customer's attention.
4. The Sense of Taste
This one is for products that have something to do with eating or ingesting. It could be food products, drinks, or even medicines. If it has to go through the mouth, you have to make certain it tastes good.
And yes, that goes true even for medicines.
What if you don't have a product that you can eat?
Well, you can apply the sense of taste when you are out on a lunch meeting.
Imagine impressing your potential client or customer with some mouth watering food right before you ask for the sale.
Will that increase their desire to buy?
They're happy since they had a good meal and they're going to be in a comfortable state to listen what you have to offer.
5. The Sense of Touch
The sense of touch is just as important as the sense of sight. Your product can surely be touched and be experienced by your customers.
Not unless you can download it.
Then this may not apply to your product as much.
Touch applies to almost everything: clothes, equipments, furniture, electronics, vehicles, etc – the list goes on.
The goal is to make sure that your product brings comfort.
It can be something you didn't think of.
It doesn't even have to do with the product itself either.
I remember when I first started my own business, I got laughed at by my mentor for showing him my flimsy business card.
It felt cheap. Therefore, I was seemed cheap.
It can even be the chairs in your office. Is it comfortable for your customers?
You want them to be impressed, don't you?
Get them to feel good, and you'll get them to buy.