To create email campaigns that get your customers to buy, you need to answer the question:
WHAT’S IN IT FOR ME?
And by me, I mean your customers.
Too many email marketers are pressing send on email campaigns that announce new wine releases or share a special offer and completely forget to answer the question: What’s in it for me?
Every time you press send, you need to be confident you have positioned the BENEFIT to your customer for taking action, otherwise, they probably won’t.
Let’s talk about your customer’s primary motivations. There are 8 main motivators of buyer behavior.
The first is need.
As in, I NEED great wine for Mother’s Day brunch.
And as Vanilla Ice famously rapped: If you got a problem, yo I’ll solve it. If a subscriber has a problem you can solve, they’re inherently motivated to consider your offering. To win with selling based on this motivator, it’s important for your customer to actually know they have a problem. Your subscribers don’t always have a need until you inspire one.
Next: Acceptance
Also known as FOMO – It’s when prospects are interested in buying something from your winery because everyone else around them seems to be buying it and they wanna run with the cool kids.
That’s why banners like “Top Sellers” and “Fan Favorites” work well when suggesting products.
To REALLY capitalize on this motivator, you should not only make it easy for them to make their purchase, you also want to make it easy for them to show off when they do – whether that be by sharing it on social, reppin’ your brand with some great swag, or providing a testimonial right after they get your wine or while they’re at your event.
FEAR
Fear is a powerful catalyst for action, and sales is no exception. Playing on this buyer motive can. be on the smarmy side, especially when selling wine, but it can still be very effective. To sell using fear is similar to selling based on need – sometimes you need to amplify the stakes for your customer if they don’t buy.
HEALTH
Who doesn’t want a more vibrant and healthy existence? MANY customers are motivated to improve their health and overall well-being.
The key to selling based on health is showing and proving – offering compelling evidence that your product actually addresses a relevant health concern for your customers puts you in an excellent position to sell using this motivator.
IMPULSE
People, including ya girl Erica, don’t always think that much before making a purchase.
Impulse buying is all about excitement, and acceptance and impulse can often go hand in hand.
PLEASURE
Let’s be honest, we aren’t all buying exclusively what we need in life. Amiright?
I know I’ve got some wineries reading this right now that lean heavily on this motivator!
People like to enjoy themselves, and drinking an exceptional bottle of wine or experiencing an event that is on the luxe side is a great way to do that.
FINANCIAL GAIN
If you are selling me money, I am all in.
If you are selling me TIME, which I can use to make more money, then I am all in.
With using this motivator to sell wine, you need to show the facts: e.g. Library wine at current release pricing *you’re already winning!
ASPIRATION
Some consumers buy based on aspirations for a next-level version of themselves.
If you’re selling to a subscriber motivated by aspiration, the key is to stress what their transformation is going to look like. Who they become when they buy your wine, join your membership, attend your event.
Self-improvement requires determination. If you want to capitalize on this motive, make sure they can visualize who they become by investing with you.
Those are the motivators, but now what?
In the wine industry we lean HEAVILY on maybe 2 or 3 of these motivators, totally overlooking the others. But when it comes to creating inspiring emails that actually get your customers to pay attention, you need to make better use of ALL of the motivators in your marketing messages.
Watch me sell you wine using all 8 motivators in this week’s YouTube video.
So, what’s YOUR customers’ motivation? The next time you sit down to write email copy or create an offer, get creative and try using more than just the default, impulse and pleasure motivators. Inspire more of your customers to act by leveraging more unique motivators of buyer behavior!
Next week, we’ll show you how to create promotions that speak to all 8 of the main buyer motivators, so your next sales email can be your best sales email.
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And until next week, keep pressing send on your next best email.
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