I never expected this. My mouth began to salivate with excessive frequency. A constant urge to spit overwhelmed me. I rushed over to the nearest bathroom. I stood there and spat out about once every thirty seconds. After five minutes, the urge subsided.
“I will never do that again!” I said to myself.
This was not some odd medical issue. Nor was it a drug side effect. I tried a new mouthwash. I don’t know what they put in this new and improved mouthwash. Whatever it was, it didn’t sit well with me.
Once upon a time, you took a swig of mouthwash. It burned like hell and you spit it out. That burning sensation made you feel like it did its job. I guess the new mouthwash formula does the same by stimulating the salivary glands. If that’s the purpose of it, they may want to dial it back a notch.
A lot of products create similar after effects. Businesses know these after effects make us feel like the product is working. Some common examples:
– The tingle you get from toothpaste
– Lemon scented cleaners
– Progress bars on software
When we see these demonstrations, we feel the product is doing its job. The lemon scent doesn’t actually clean. The progress bar isn’t really proof that it’s working. How many times have you seen it stuck on 99% for an eternity?
On some level we know this. Still, it gives us a sense of comfort and satisfies our desire for proof.
Creating Your After Effect
Did you know your writing can accomplish the same effect? It’s true, you can create your own after effect just like mouthwash, progress bars and lemon scented dish detergent.
In writing, whether it’s business, personal or otherwise you have one key weapon at your disposal.
How your audience feels after reading your piece is the after effect.
You can create this effect in your own marketing efforts. I’ve come across several strategies that work. One technique remains my go-to strategy most of the time.
It’s a simple three step process.
Step 1 – Create Hope
Let’s assume your audience suffers from a problem that you solve. You offer him hope that his problem is no longer a mystery. It’s explainable. And you know how to solve it. Hope is a powerful tool that stirs emotion and holds the attention of your audience. Be bold when you say you will solve his problem. Timid assurances do not inspire hope.
Step 2 – Give Certainty
Human beings crave certainty. We feel certain in our beliefs. We’re drawn to leaders who exude certainty in their actions and statements. Insurance companies make a living on our craving for certainty. Compare these two statements. Which one gives you more confidence?
“Follow these steps, exactly as outlined, and you’ll land your dream job in three months.”
“Follow these steps exactly as outlined. With a bit of luck, you’ll land your dream job in the near future.”
Step 3 – Desire
You’ve created hope. You’ve given certainty. The stage is set. Now, you fuel desire. The stronger the desire, the more likely your prospect overcomes inertia and takes action. The best way to fuel desire is by focusing on the benefits. The best method of presenting benefits is bullets.
If you haven’t downloaded my free bullet guide, you can find it here.