Motivate Your Prospects
Learn to market intangible benefits that appeal to customers' emotions
By Kim T. Gordon
What's the difference between buying a Ford and a Jaguar? Presumably, both will get you from point A to point B. But when you buy a Jaguar, or any luxury car, and park it in your driveway it conveys an image of status -- an often unspoken, though important intangible benefit marketed to luxury car buyers.
Intangible benefits can be powerful motivators because they appeal to customers' emotional needs and desires. When formulating marketing strategies, small and home-based business owners often focus on concrete, tangible benefits, such as saving money or convenient delivery, and overlook intangible benefits that may carry greater weight.......[read more after logging in]
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