The Like Economy: How Businesses Make Money With Facebook

7. Selling the Dream: Going Beyond Benefits to Arouse Your Fans’ Desire for What You Offer

This chapter is about how to turn potential customers into buyers. You have gathered potential buyers into a fan base. But how do you move them from liking to buying without turning them off? What I have found is you must extrapolate from fans’ likes to their goals and dreams. Their dream, in my parlance, is what they want their life or business to look like—it’s a highly desirable vision. The better you understand that dream or vision, the better you can discuss it with them, or evoke it. You connect your brand and offering to that dream, letting them know you are on their side in their efforts to achieve it. This creates enthusiasm, ensures you remain ...