Solving Problems – The Key to Understanding What Motivates Your Customers

People usually buy products to solve a problem that they are having: They buy food because they are hungry, they go to school because they want to advance their career, they buy a car to get them to work or play or impress others.

Presenting a problem is, therefore, the first part of any marketing email. The problem presented in your email is simply whatever your product will solve.

Here Is An Example of Solving Problems

Assume your affiliate product is an eBook that teaches how to talk to the opposite sex. The problem then would be that the customer is shy, doesn’t know how to meet people and is afraid of growing old and being alone as a result.

Frequently, presenting the problem is done in the form of a series of questions:

  • Do you get tongue-tied?
  • Are you spending your weekends sitting at home watching TV because you’re too scared to ask someone on a date?
  • Are you afraid you will be alone for the rest of your life?”

Offer Solutions

Introduce your product as the answer to the problem. This gives your prospective customers hope that they can enrich their lives and remove this obstacle simply by purchasing your product:

“Introducing ‘How to Speak to Sexy Women: A Comprehensive Guide’ ”

After introducing your product, you should explain the benefits to your customer. These are different from your product’s features, which are a list of things that it includes.

This is actually a very important distinction: Benefits describe how your product will improve your customer’s life, how it will not only solve their problem but make them a better person. With this hypothetical product, for example, the benefits might include:

  • Win the person of your dreams and begin a long and happy life.
  • Impress friends and relatives with your confidence and improved self-esteem
  • Become more attractive to the opposite sex and increase your appeal

Benefits are a better way to promote your affiliate product than simply listing its features because it gives your potential customers the opportunity to imagine themselves being a better person for having purchased your product.

Here is a good way to remember it: Features SELL, but benefits TELL.

If you are offering any special bonuses or guarantees, they can be listed next. Or if you are directing your email recipient to a sales page where the text builds up to the bonuses and guarantees, it may be a better idea to simply wait until they get there so that it have more impact.

The Critical CTA

The most important part is your Call to Action (CTA). You need to be extremely clear about what you want your reader to do.

There can be no ambiguity. If it is to visit a sales page, then state that clearly. If it is to buy a product, tell your customer to do exactly that. Don’t hint, obfuscate or beat around the bush. Be direct.

“Get Your Copy of ‘How to Meet Sexy Women’ and Start Changing Your Life TODAY!!”

The final part and perhaps the most important is the affiliate link. If you forget to include this link, you have wasted the time of your customer because they can’t get to where you want them to go.

Make a point of double checking every email you send to make sure it has an outgoing affiliate link to the web page where your customers can buy the product you are promoting. And test that link every time. One little misspelling or a period in the wrong spot can derail your entire sales process.

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