Think about a few of the non-essential purchases you’ve made recently… if you consider your reason for buying, it was most likely emotionally driven on some level. Whether we like it or not, a majority of consumer choices are led by emotions. For this reason, we often make purchases that we later regret, and it’s common to spend time after a purchase justifying it, and convincing ourselves that we made a good decision.
Smart marketers, take this knowledge of the emotional consumer, and use it to their advantage. The key to great, effective advertising is to create an experience wherein the customer feels the benefit and emotion linked to the product, before they buy. Once the customer feels rather than just thinks that the product will meet a need, and/or solve a problem then they are more likely to be driven by the need to have it.
Here are a couple of quick pointers that can help you to start thinking about advertising in a way that appeals to the emotion of your customers.
1. Tell a story
Forget about everything other than the purpose of your product, and your customer. Think about the ideal feeling you would like for your customer to experience as a result of having your product. Think about the emotion and experiences that are linked to this emotion, and then use this as a starting point for your advertising strategy. Use your advertising as a means to tell a story that your customers can relate to, can emotionally connect to, and that leaves them with the feeling you intend for them to associate with your product. Remember that it’s not just positive emotions that can prompt buying, but also negative ones. When you entice customers with an emotion, making the sale gets a lot easier.
2. Save them the trouble, include the justification
I don’t know anyone who hasn’t experienced the ‘after-purchase jitters.’ You’ve bought something you thought you needed, and then a day or two later, the questioning and regret sets in. You think about the cost, the product’s purpose and whether you made the right choice.
Your customers will second guess themselves after they make the purchase too… that’s why you need to provide them with all the reasons that the choice was a good one during your advertising, and at purchase.
Include details of the benefit, value for money, testimonials, and price comparisons, and leave them with the emotion and knowledge that they are doing the right thing by purchasing your product.
3. Be truthful
The basics of your advertising should always be based on the facts around the features and benefits of your product, and the rest of your campaign should focus on the emotion that is linked to these benefits and features. You should use this to tell a story that creates an experience which allows for consumers to feel those emotions. By doing this, you’ll be able to create a fantastic campaign that taps into the emotion of your customers without falling prey to untruths for the sake of sales. It’s important to remain honest in your advertising and sales, because in addition to it being an ethical practice, it also minimizes the risks of customers feeling regret after purchasing from you.
A customer who believes in your integrity as a business, enjoys a product and feels good about their purchase, is a satisfied customer who will most likely be open to buying from you again.
(c) 2015, Noleen Mariapppen
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