Long ago in a place far, far away, some medieval marketers articulated their advertising messages with just the facts. Giving shoppers the nuts and bolts of a good or service being sold to them was sufficient.

Imagine a 9th century fairy tale character standing on a box in a crowded square shouting:

Moats for Sale!
We build thee a deep wide trench around thy castle.
It shall be filled with water.
It holds up to 2 dragons.
Inquire to buy it.

In this fairy tale, the advertisement created such a huge demand for moats that the moat builder had to put people on a waiting list. After all, a moat is a moat, and what more would serious moat shoppers want from an ad than just the facts?

Plenty!

Through the centuries, the science of marketing has advanced to cater to a savvy consumer base; one that not only wants to buy a moat, but wants marketers to tell them how a moat will make them feel. Will a moat make them feel safer? Will it give them peace of mind? Will it make them feel like royalty? Moat builders use more sophisticated marketing strategies today. They know that an effective ad clearly explains how their customer will feel once he/she buys the moat.

The 21st century ad might go something like this:

Discover an Amazing New Way to Safeguard Your Castle!
Protect yourself and loved ones from robbers and thieves with a Luxury Moat.
Customize your moat with water and dragons for more peace of mind.
We are the world's largest moat manufacturer and offer a lifetime warranty.
Call today for your free estimate: (800) 555-5555.
LuxuryMoats.com

Network marketers and moat builders, who are successful in promoting their products/services, have something in common. They know that customers want to buy an experience - something that is a solution to their problem; something that helps them achieve their goal; something that gives them pleasure.

Some companies invest millions of dollars selling feelings to consumers. They use feelings to sell everything from burgers to political campaigns. The feelings could be freedom, safety, peace of mind, achievement, confidence, affluence and so on. Think about the last time you bought a new car, a book about MLM or network marketing, or a decaf mocha latte. How did you feel? What experience did you buy?

Whether your customer wants to buy an anti-wrinkle cream, a dental savings plan, unlimited long distance service or a weight loss system, the key principle remains the same: your customer is buying more than your product/service. They're buying the feeling that goes along with it.

Learn what feelings your customers desire and how your product/service fulfills those desires. Then, focus on communicating those feelings (the feelings that you're selling) in your ads.

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