11-20-2013
?Feel, Felt, Found? is one of the ways salespeople overcome objections when they?re meeting with prospects. Now, the abbreviated sales interaction we call a commercial is slightly different because we don?t hear the person?s objection directly.
But we can anticipate the objection and counter it as part of our broadcast commercial sales call.
The shorthand version of this technique is: ?I know how you feel, I felt the same way, but what I found was??
Technique:
First empathize with your audience members, letting them know that you understand how they feel. Begin your commercial by describing the pain, discomfort, or dissatisfaction they?re experiencing. This one approach will make your commercials stand out because very few advertisers do it.
Then tell them how you or others have had the same experience, and that they?re not alone.
Next, explain that when you did what you want listeners to do, you found that your pain subsided and/or your life was improved.
Examples:
? I understand what you?re going through. Lots of people have felt the same way. And what they?ve found with this solution is that....
? You drive up in front of the big grey warehouse and start to have doubts. You step inside ? concrete floors, naked fluorescent lighting, very few salespeople?hmmm. Then you see the incredible furniture and the unbelievable prices plainly marked on each item and you realize you?ve stumbled into a treasure trove of bargains.
Feel: How do you feel when you think about going to work on Monday morning?
Felt: Yeah, that?s what I thought. Millions of people experience Monday morning sickness when they think about going to that same old job again.
Found: I found a way out of the rat race. It?s called Career Helper?
Feel: I?ll bet you feel stupid when you?ve forgotten a birthday or anniversary.
Felt: You?re not the only one. We all do it. Other than turning back the clock, is there anything we can do?
Found: There may be a solution waiting for you at Arnold?s Florist. It?s called the ?Please Forgive Me? bouquet. It comes in 3 sizes: ?Oops,? ?I Can?t Believe I Did That,? and ?The End of the World As We Know It.? Just come in and tell Arnie you blew it. He?ll know what to recommend.
Feel: I?ll bet you?re like me. I hated starting another exercise program.
Felt: I?d begin with good intentions, but then a few weeks into it, I?d skip a day, then two, and pretty soon?
Found: I found though, when I had a partner to exercise with, it wasn?t so easy to skip. With ?Workout Buddy,? a program sponsored by the City Recreational Department, I have someone keeping me going, and I?m seeing some great results?
How this technique works:
By empathizing with how your target audience feels, you build harmony with them, creating rapport.
When you talk about how others felt, you expand the focus and make the audience member a part of a group so they don?t feel alone.
When they?re attached to that group, you move the whole group by telling how the person in the group changed their mind. Your audience, being attached to the group, should change their mind at the same time.
Jeffrey Hedquist knows you want to create better commercials more easily. Email jeffrey@hedquist.com and Jeffrey will send you a way to use an old Saturday Night Live sketch to create a powerful radio campaign. No charge.
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