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The reason a prospective customer calls you is the way they hope your product or service will enhance their life. It's the good feelings, happiness, peace of mind, etc. they anticipate experiencing as a result of what you provide to them. Here's an example.

I live in a mountain resort area, so requests for our construction services tend to fall into certain categories at certain times. For a while we were getting many requests to renovate unfinished crawl spaces and make them into finished living space. Now we are getting more requests to renovate garages and make them into living space.

I have noticed lately that many of these requests are coming from grandparents who want more space for their expanded family, when they come up to stay and play. These are obviously emotional decisions. Grandpa and Grandma want their family together in a relaxed, fun environment away from the stresses of everyday living. The amount of money these folks are willing to pay to capture this special time of their life can be astounding. But then again, you can't put a price on the joy families bring when they're together can you?

If you spend much time watching TV, you can't miss the emotional appeals that are presented in every commercial break. Some I remember the most are Kodak capturing "the times of your life", and State Farm letting you know, "like a good neighbor State Farm is there".

Your marketing strategy also needs to include a strong feeling component. What can you use in your advertising, brochures, business cards, newsletters, etc. that will touch the heart strings and capture the emotion behind the request for products or services?

Here are 3 tips to help you get to the heart of the matter.

1. Spend time thinking about the core product or service you provide. Why would someone want it? Your first answer doesn't usually get to the real underlying reason. Each time you think of an answer to the "why" question, keep digging by asking yourself again and again, why would they want . . . ? Here's an example.

In our construction business, we build new homes, additions, and also remodel existing homes. Why would a customer want us to remodel their home? Because they want more space or improved usability. Why would they want more space or improved usability? Because they want to be more comfortable, and maybe add an office or play room. Why would they want to add an office or play room? Because it makes them feel better about their home to have the space they need. Why would they want to feel better? Because life's too short to be uncomfortable and not be as happy as you can be in your home. You get the idea. As you uncover each of these "whys" you are finding the value your product or service is providing to your client, so be sure and use these in your advertising copy.

2. When meeting with prospective clients, focus on and communicate the benefits -- how your product or service will enhance their life, how it will make them feel. Features are fine, in other words what you can do for them, but features don't sell -- benefits, or results, sell. When you can touch your clients at an emotional level, you've found the key to open the door to a successful business.

3. Finally a use for junk mail . . . Look for examples of ads that touch you on an emotional level in your junk mail, newspapers, and TV commercials. Think about what made you feel a particular way, and how you can communicate that feeling in your own marketing. Your customers aren't looking for just your services. They're looking for how their life can be improved and enriched by what you can do for them. So, the next time you sit down with a prospective customer; make sure you communicate to them how much better their life will be because of your products or services.

If you look for the why, the feeling, behind the wants and/or needs of your customers, you can capture their business and also open yourself up to a deeper understanding of the driving force behind your success.