HOW TO USE EMOTIONS TO SELL
According to Harvard Business School professor Gerald Zaltman, 95% of our purchase decisions are made unconsciously.
In reality, most of the times our brain is busy with automatic processes, not conscious thinking.
Our unconscious decisions to buy are communicated to the conscious mind via an emotion. The conscious mind then finds a rational reason that makes us believe our purchasing decision was logical.
In other words, we justify our emotional signals to buy with logical reasons.
This is why, when creating your marketing message, we need to focus on the emotional selling proposition (ESP) rather than the unique selling proposition (USP).
USP is the range of benefits of your service/product and provides a logic reason why a customer should buy.
ESP represents the emotional levers “beneath the service” and triggers the emotional connection with your customers.
The emotional levers that drive the choice to buy a service/product include:
* Feeling important
* Feeling valued
* Feeling part of a unique group or select band of people
* Feeling whole
* Feeling remembered
* Feeling attractive
* Feeling trendy
* Feeling safe
* Feeling accepted
Lastly, the feeling of superiority, often unconscious, is related to the most important emotion: survival. When people have something more or better than others they feel superior over another in their ability to overcome challenges and survive changes.
Moreover, it’s demonstrated that people are more risk adverse than reward seekers. It’s part of the survival instinct.
Daniel Kanheman, a psychologist and author, has conducted several researches that show how, when people are faced with the choice of losing something in order to gain something, they are most likely to avoid the risk rather thank taking the chance to gain something.
In other words, people will pay a high price to avoid pain and get a risk-free gain.
So how do you use emotional selling to differentiate yourself from the competition?
Developing ESPs vs. USPs is a powerful way to differentiate. When you can assign an emotional value to a non-emotional product, you earn engagement, trust, and a chance to create a loyal relationship with your customers.
- Think about the feelings and the emotions that you want to create in your customers and use those emotions in your marketing message.
- When you try to differentiate yourself from the competition think about:
- What losses your customers could experience if they didn’t buy your service /product.
- How you could deliver on the promise of avoiding the loss in a way that the competition can’t.
- Identify the fears that drives your customers’ choice and address them in your messag
3. Once you have attracted your customers with the right emotional benefits of your service/product, you need to use rational benefits like service guarantees, reliability or any specific features to back up the emotional argument you’ve already made. By this point the emotional decision to buy has been made, and you just need to reinforce the logical reason to commit.
Remember, features and functionalities can be copied, however it’s not easy to replicate the emotional experience and fulfillment you can offer to your clients.
So, next time you are creating a marketing message make sure you think about the ESP of your service/product and how you can appeal to your customer’s emotions.