our target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or hous

In any sales situation; whether face-to-face, on the web, in an advertisement or through direct response letters, the experts have always maintained that decisions to buy are emotional justified by logic. Painting the picture of the pleasure or satisfaction a purchaser gains or the problem or pain they avoid or cure is the most powerful way of persuading people to buy and is frequently used in marketing material.

Now our inherent experience and knowledge has been proven scientifically by Dr Joe Arvai, who is a professor of judgement and decision making and heads up the Skunkworks Lab at Michigan University.

As part of his research he and Dr Robyn Wilson ran a study on decision making, asking 210 participants to judge how much of a budget should be allocated to risk prevention in two areas in a National Park; Mugging and Bag Snatching or Accidents Caused by Wandering Deer within the park. The published results in March 2006 showed that, in spite of statistics indicating the deer problem actually had a slightly higher risk, the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive problem of mugging.

So how does this impact on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is so important to really understand your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or house

ay of persuading people to buy and is frequently used in marketing material.

Now our inherent experience and knowledge has been proven scientifically by Dr Joe Arvai, who is a professor of judgement and decision making and heads up the Skunkworks Lab at Michigan University.

As part of his research he and Dr Robyn Wilson ran a study on decision making, asking 210 participants to judge how much of a budget should be allocated to risk prevention in two areas in a National Park; Mugging and Bag Snatching or Accidents Caused by Wandering Deer within the park. The published results in March 2006 showed that, in spite of statistics indicating the deer problem actually had a slightly higher risk, the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive problem of mugging.

So how does this impact on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is so important to really understand your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or hous

udy on decision making, asking 210 participants to judge how much of a budget should be allocated to risk prevention in two areas in a National Park; Mugging and Bag Snatching or Accidents Caused by Wandering Deer within the park. The published results in March 2006 showed that, in spite of statistics indicating the deer problem actually had a slightly higher risk, the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive problem of mugging.

So how does this impact on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is so important to really understand your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or hous

ad a slightly higher risk, the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive problem of mugging.

So how does this impact on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is so important to really understand your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or hous

our target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? People take more notice of their emotions than any logical argument.

And of course we see this all the time; otherwise why do people buy high-status cars or houses or designer clothing when a cheaper unbranded item does the job just as well? They want to enjoy the status, and maybe even envy, in the eyes of their friends and colleagues.

Before sitting down to write any sales letter, advert, brochure, email, web page or even an article like this, describe your ideal customer. Then when you craft your message keep this picture in mind and clearly show the results they can expect to enjoy.

Once your prospect has made a decision to buy they will need to justify the purchase to themselves - and perhaps other people - especially if your product or service has a high-ticket price. You can help them do this by describing the features of your offer and reasons-why they made a decision in your favour.

Having trouble describing or picturing your target prospect? Look at your existing customers; why did they buy from you? What influenced their decision? Is it something you can use to encourage other prospects to make a good buying choice?