The Art Of The Sale Is An Emotional Experience.

By: Dan Kennedy on: July 17th, 2015 5 Comments

What is it a potential customer wants from the products or services you offer?

They are looking for a transformation – something that will cause an improvement or makes their life a little easier.

What you need to do is build the ultimate offer to attract attention. You have to know what that ultimate offer is and then build everything backwards to support that.

Before we identify what the ultimate offer may be for your business, let’s first start off by identifying and classifying who your target audience, or customer, really is.

There are three ways to categorize your customer. The first is demographics. Does your customer fall within a certain age range? How about gender? Does your product or service appeal to mostly men, or mostly women? Is there a location bias? Do your customers come from nearby or a particular area? Does your business have international appeal? What about income level? Are your customers affluent? Do they earn a minimum amount of money?

The second way to categorize your customer is by psychographic information. Is your customer liberal or conservative? Are they free spirited and open minded, or rigid and orderly in their thinking.

The third way to categorize is to identify emotional information. Try to figure out what are their hopes, their dreams, and their fears. You may have to make some assumptions here, but go ahead because you will probably be fairly accurate.

Now that you’ve categorized and identified your customer, it’s time to focus on what their key problem is, the solution they are seeking to this problem and the transformation they desire.

If your customers were to verbalize their feelings, they would be saying “If I could just …”

For instance:

“If I could just be able to pay my bills each month …”

“If I could just trim a few strokes off my golf score …”

“If I could just drop 15-20 pounds …”

“If I could just put away some money now so I could retire down the road …”

Knowing how your customer finishes that sentence is a key insight into their thought process and it allows you to construct an offer that is almost irresistible to them.

Once your customer finishes the sentence “If I could just …” the next step is to identify associated challenges related to it.

For instance if they said, “If I could just be able to pay my bills each month …” some of the associated challenges would be:

“I don’t make enough money.”

“I have too many bills and my credit card minimum payments are too much.”

“There always seems to be an unexpected bill or emergency to take care of.”

“After I pay all the bills there’s nothing left.”

Based on this information, the next step is to identify the ultimate transformation they want to achieve, for example:

“My credit cards are paid off. My savings account is growing each month. Taking care of the monthly bills is no longer a problem. I sleep better now knowing that my financial situation is under control.”

This ultimate transformation involves emotions. The customer is now feeling satisfaction, relief, confidence, optimism, joy.

To convert a prospect to a customer involves emotion. Selling is actually a transfer of emotion. Your customer needs to see, feel, hear, taste and experience the transformation that your product or service is going to give them.

When you apply emotion into the selling process you are gaining a tremendous advantage when it comes to attracting customers and ultimately turning them into regular patrons.

PS: Innovate, don’t invent. The self-made wealthy know that it’s taking good ideas and making them better that creates real wealth. Un-wealthy believe you need an all-new big idea. Our focus at the Marketing & Money-Making SuperConference will be on powerful training about money and wealth. Step-by-step formulas you can instantly implement to make more money.

Reserve Your Spot now at


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

5 Responses

  1. Nelson Coy says:

    I have been associated with Dan Kennedy and GKIC for over 5 years. I attendeded one of his conferences in Atlanta, GA 4 years ago. Had a great time, inspiring. I plan on ordering his marketing system. Take care and God bless, Nelson

  2. David Hunter says:

    When I was selling real estate, I found the Ultimate Offer for real estate is a Home Seller’s Guide.

    The free CMAs were over used, and we all know that the, “Call Me Today To Sell Your Home” isn’t a real offer and has a high-threshold resistance.

  3. Marie Jones says:

    The most important thing to consider is what your customer wants from your products or services you offer. You need to categorize your customer by using these ways and you can gauge about the ultimate offer and build it to attract attention.

  4. ioan pongrat says:

    Yes understand sir Dan Kennedy .. i thank you very much for this explanation in detail .. with all apreciation

  5. You hit the nail on the head, Mr. Kennedy. I will be sharing this article with many people who I have been preaching the Direct Response gospel to. This is a perfect “lead magnet” to introduce the idea of Direct Response.

Leave a Comment