I shared a proven success factor with you in my previous post, which is common to every successful business owner (read it here). Today, I’m going to share another.
This tip is very easy to use. And the results come extremely quickly. Let’s go!
One of the absolute basics of marketing, is that people buy based on feelings rather than logic.
It’s often said that the decision to buy a house, the largest purchase most people will ever make, is based on the way they feel about the house in the first 60 seconds!
This begs the question: How can YOU make people feel that way about your business?
The feel good factor
Unsurprisingly, people are extremely attracted to things that make them feel good. We call this the feel good factor.
The iPhone is a great example of the power of the feel good factor. It explains why so many people on low incomes go without things they need, in order to own the latest iPhone. They feel good about ordering the iPhone. They feel good about collecting their new iPhone. They also feel good about people seeing them with their iPhone.
As a result, this luxury item broke sales records every year, during the last economic recession. Think about that for a moment. It makes no logical sense. After all, fewer people could afford it. Yet more and more people bought it.
In fact, they not only bought iPhones in record-breaking numbers, but they started upgrading their phone every 12 to 24 months. Previously, people replaced phones when the phone became unreliable or stopped working.
That’s how powerful the feel good factor is. And why your business needs it.
Creating your feel good factor
Clearly, there are some very good reasons for you to create a feel good factor, around your business or brand. When I work with a client, I give them very specific advice on exactly what to do and how to do it, based on their industry, marketplace etc.
However, this post will be read by business owners from over 100 countries. So, here’s a very general strategy, based on just one element of the feel good factor.
The feel good factor is fuelled by positivity. When we hear good things and see good things coming from a business, it quickly improves how we feel about them. You’d assume every business owner knows this. Yet, when you look at the dialogue coming from them, you see it’s usually neutral or negative.
Look at the typical small business website, blog, newsletter, social networking accounts, etc. The messaging is bland. It’s predictable, low energy, lacking in personality and devoid of passion. As such, it totally fails to fire-up the marketplace with a feel good factor. It’s woefully ineffective. It’s easy to ignore.
Businesses that benefit from the feel good factor are very, very different.
- Their overall messaging is based around the positive things happening in their business and their marketplace.
- They build a picture of a business that’s productive, happy and helpful.
- When you speak with people from these businesses, their energy and passion is infectious.
- When they talk about their business and their plans, it leaves you feeling so motivated, you wish you were involved.
- People want to work there. And it shows. It really shows.
- When you visit their website, blog or read their newsletter, you quickly feel that theirs is a business that’s thriving.
It’s no wonder that these feel good businesses earn the attention of their marketplace, get people talking and attract the best clients.
I’d like to leave you with a couple of important things to ponder. Firstly, is there a powerful internal and external feel good factor around your business? And if there isn’t, what do you plan to do about it?
As my clients have discovered, getting this right doesn’t just increase your revenues and profits. It also makes business massively more exciting and enjoyable, too.