Publishers Clearing House and other direct sales companies figured out this trigger decades ago. So has St. Jude’s Children’s Hospital and scores of other non-profit (and political) organizations. They know, too, that “givers gain.”
Publisher’s Clearing House gets people involved by having recipients of their mailings physically manipulate objects: “Place the gold medal seal over thus-and-so…”
Non-profits often enclose personalized note pads, calendars or return address stickers to give the impression that you’ve become such an integral partner in their success that they want to reciprocate in some small way.
And car salespeople know that if they can just get you to go for a test drive in a shiny new model you’re all-but-sold because once you’ve experienced the thrill and imagined yourself driving around in it from then on the used car that you came in to check out will pale in comparison.
If you can get your prospects to engage and imagine themselves going home with whatever it is you’re offering, you’re in great position to make a sale.
Showing a prospect how to use what you offer (or just to powerfully imagine operating it at home) works, too.
If what you offer is tangible–that is, if they can touch it–make sure they do. Have them hold it in their hands if that’s appropriate. People tend to imagine that they “own” things that they’re allowed to touch. When something is deemed “off-limits” (don’t touch!) it’s a turn-off: tempting, but forbidden. Never forbid your prospect from touching anything that you want them to take home with them.
