Hooking buyers, making sales, with love and grace

What makes people buy a perfume? What would make people buy your perfume? There has to be something about it, or something about you, that makes people want your perfume badly enough to spend the money.

People in general are slow to spend their money unless something makes them jump. A hook is that something that makes a buyer jump.

A good hook captures people on an emotional level. It makes them suddenly forget all the reasons they had for not buying your perfume today and instead feel compelled to make the purchase.

In a face-to-face dialogue between a master salesperson and a casual browser, the hook can be the rapport that salesperson, in a few short words, develops with the soon-to-be buyer. How often have you bought something that you didn't intend to buy (at least not on that particular day!) simply because the salesperson made you feel good and more comfortable making the purchase than by walking away? And how often, later, did you realize it was the salesperson who got you to buy, not your desire for the product, but instead of feeling annoyed, you continue to feel good, and you now feel a bond of friendship with that salesperson and would be delighted to buy from them again?

Just as some salespeople are better than others at closing sales, so too are some promotional messages much better than others at closing sales. They are better because they hook the casual viewer and lead that person to a purchase, even if that person never felt a strong desire for the product up to that point.

Just as the master salesperson gets the prospect started down the road to a purchase with just a few rapport-building words, so too a good promotional message can get the prospect hooked quickly and then lead the way gently but steadily, to the sale.

Notice how that moment of reaching for the wallet and credit card has nothing to do with the product. The selling message has hooked the buyer on an emotional level that compels the purchase. Reason, budget, comparison shopping all go out the window. Something in the promotion has rung the right bell and created a strong emotional bond with the consumer who won't be stopped until he or she has obtained the product. That's what you want for your perfume.

How would you create a hook for your perfume?

Watch face-to-face sellers. Observe how the good ones quickly build rapport with buyers. Listen to their words. Study their approach. Watch how quickly they can take the buyer from indifference to happiness through a purchase. Watch the direct sales ads on TV.

Then work on applying the techniques to your own printed or visual promotion.

Work on it. You can learn. And as you learn, your sales will improve.


archander
Perfume and Flavor Materials of Natural Origin

Steffen Arctander's Perfume and Flavor Materials of Natural Origin was first published in 1960 and is the classic, authoritative reference for natural products used in perfumes, scents, flavorings, foods, and medicine throughout the world. Part One defines and describes processing methods used to extract or refine the products into usable form; Part Two includes more than 500 monographs on the natural raw materials used to produce perfumes, flavorings, etc. Appendices include a classification of important materials by their scent, and worldwide production figures for major products. Fully indexed, the book also includes 62 pages of photographs, making this the standard reference work on natural materials for perfumers and flavor chemists. The preface contains practical descriptions of available materials, their origin, production and processing methods, appearance, odor and flavor type with brief notes on their main constituents, replacements and common adulterants.


Creating Your Own Perfume With A 1700 Percent Markup! (3rd edition)

Perfume is famous for the markup it can achieve, even for a middle market fragrance. While "everybody knows" that perfume costs next to nothing to make (not completely true) the making of it is often considered an esoteric secret. "Creating Your Own Perfume With A 1700 Percent Markup!" details how a 3-person company with no experience created their own fragrance in response to a marketing opportunity that was too good to pass up. The book explains exactly what was done to create a fragrance for that opportunity but it is far more than a history of the author's project. "Creating Your Own Perfume With A 1700 Percent Markup!" lays out every step in the process of creating your own perfume, either as a do-it-yourself project – and without the benefit of automated equipment some compromises and workarounds are required – or full bore professional production under your supervision. Either way you will be producing a quality fragrance at a remarkably low cost. Do you have a marketing opportunity that would be wildly profitable if only you could obtain your fragrance at a ridiculously low cost? "Creating Your Own Perfume With A 1700 Percent Markup!" is the guide you need to do it.


Naming Your Perfume And Protecting Your Name

A really great name, a special name that is just right for a particular perfume or perfume marketer (or entrepreneur with money to invest!) can be worth a ton of money. But few individuals with great ideas ever manage to cash in on those brilliant ideas. Instead they wait while others "discover" their idea, acquire legal rights to it and make all the money while they are left out in the cold without a penny having been earned for what was once THEIR idea.

If you are struggling to name your perfume and are looking for a name that will have real value, "Naming Your Perfume And Protecting Your Name" will help you weed out low value names and point you to names that have better marketing value plus the potential to become valuable assets in themselves.

If you have a great name you want to protect but no fragrance, "Naming Your Perfume And Protecting Your Name" will guide you through the simple steps you must take to acquire a legal right to that name before someone else grabs it! Best of all, "Naming Your Perfume And Protecting Your Name" shows you how to gain strong legal protection for your name without a lawyer and without spending more than pocket change.

Never had an idea for a product name? Never thought much about perfume? "Naming Your Perfume And Protecting Your Name" may stimulate your interest in a whole new game that, when played well, can make you lots of money without your having to leave the comfort of your home office.


How To Launch Your Own Perfume Company: A Simple Business Plan

You can build a perfume business of your own using this business plan as a guide. By following its detailed strategy you learn to identify motivated groups of potential perfume buyers. Members of these groups are near the tipping point of desire for a new perfume. You don't know these people and they don't know you but you know a marketer they trust, one who does not currently sell perfume and might never think of selling perfume were it not for your approach. Here is where you step in with a professional plan, promotion, and perfume to take advantage of this ripe opportunity for mutual profit. Before your first promotion has peaked, you will already be developing a relationship with your next marketing partner. Following this plan, you will gain more and more profit with each new marketing partnership.


Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics

Now when you make your own perfume you can make it fully "commercial" meaning you will be creating a product ready for regular, continuous sales to friends, relatives, and the public! If the fragrance you've made has already won praise, why not share it with others? Some might pay you for it and want it for their web stores or retail boutiques! Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics guides you through steps that can turn your hobby project into a perfume business. Discover how close you are now and how little more you must do to take what you made with essential oils and dropper bottles into a business of your own! For an introduction to this book, watch this video.


How To Create A More Valuable Name For Your Perfume

When you name a perfume you create a valuable asset – the name itself. To sell your perfume you want the most effective name possible. But a good name can have value beyond the edge it gives your sales. In naming your fragrance you are creating a trademark and a trademark can have value independent of the product. The value of that trademark can vary. Much depends on how well, in naming your perfume, you follow the trademark "rules." How To Create A More Valuable Name For Your Perfume first helps you develop a name that will be effective in selling your perfume. It then prods you to make use of certain techniques that can turn a good name into a great trademark, strong and valuable. If you have questions about how to protect a name, How To Create A More Valuable Name For Your Perfume will answer many such as:

  • Can you protect your name yourself or do you need a lawyer?
  • Can you register a trademark without a lawyer?
  • What does it cost to register a trademark?
  • How do I enforce the rights I have established?

How To Create A More Valuable Name For Your Perfume covers both state, federal, and international protection.


For article updates, etc., add your name to Phil's mailing list.

Photo of Phil Goutell
Philip Goutell's Signature

Philip Goutell
Lightyears, Inc.