University of Minnesota - UMN Executive Leadership Insights
Motivational Marketing
Book

Motivational Marketing

How to Effectively Motivate Your Prospects to Buy Now, Buy More, and Tell Their Friends Too!

Robert Imbriale
Wiley, 2007
Buy book or audiobook

Read offline

Amazon Kindle

Editorial Rating

7

Qualities

  • Applicable

Recommendation

Pick up any marketing book and you will find a variation on this theme: “People buy based on emotion and justify their decisions with logic.” Internet sales guru Robert Imbriale explores this principle further by identifying the five primary “emotional motivators” that inspire people to make purchases: “fear, love, freebies and bargains, effortless moneymaking and making dreams come true.” He then shows you how to use these emotional triggers in your marketing materials. Imbriale admonishes you not to miss the incredible marketing opportunities outlined in his book. He says everyone will love you when you become a success. Use these motivators correctly and you’ll make more money than you ever dreamed possible, he asserts. He’ll even give you a free e-book or a discount on his CDs to help you! So, yes, the author is a bit heavy-handed with his own marketing tactics. Nevertheless, getAbstract suggests that you can boost your sales by trying his simple, affordable, emotional techniques.

Summary

Marketing 101

What is marketing? “Marketing is doing everything you can to make it easy for people to give you money in exchange for your goods and/or services.” This sounds simple, but many people make it much more complicated than it needs to be. Ironically, many businesses erect barriers that actually inhibit sales. For example, consider the last time you tried to make a purchase with your MasterCard or Visa only to be told that the store wouldn’t accept credit cards.

Your job as a businessperson is to ask yourself constantly what you can do to help someone to buy from you. Begin by realizing what factors motivate your customers to make purchases.

Motivation Moves Mountains

As a marketing professional, you need to understand what your customers think and feel. You want to know which emotions you can “use in your marketing to motivate them to buy now.” People buy things to satisfy emotional needs. This rule applies to everything, even commodities. For instance, why do you choose a particular brand of toothpaste? After all, any toothpaste will clean your teeth. You might want a toothpaste that promises a kissable, minty mouth. That satisfies an emotional...

About the Author

Robert Imbriale is a pioneer in Internet marketing, and president and CEO of a company that teaches people about wealth. He speaks publicly and conducts Internet-marketing seminars.

Comment on this summary