2010-09-05
The Law of Heart (Emotion)
FACT: Marketing strategies without emotion will not work.
Emotion stimulates the mind 3000 X faster than rational thought. We live in an emotional world.
Many people say we live in a rational world but nothing could be further from the truth. Emotions drive our behavior; our world is driven by emotions. Rational thought drives customers to be interested but it is only emotion that sells. People really aren't too interested in attributes; they want to know if the can have a product that suits their personality. It is all about values.
Emotional marketing is better in many instances than rational marketing that focuses on product attributes. Capturing minds is one thing; capturing hearts is quite another. Build emotions in your marketing strategies; instead of chasing "share of wallet – chase "share of heart". Employ strategies that would generate very emotionally driven and decisions remove the rational questions that might drive the prospect elsewhere. Remember people buy with emotion, but justify their purchases with logic.
Highlight the Emotional Satisfaction Your Clients Will Get
No matter what your business is, if you are serving people, you need to be able to tap into the emotions that truly motivate them.
You need to be able to describe the emotional gratification your clients get from your services.
Example: Your clients feel a sense of "pride" because they have improved skills; "confidence" that they will provide better outcomes for their own customers; "relief" that they will more easily meet some legal requirement, "joy," etc.3
Use the Right Colors in Your Promotional Materials
Its very important to know which emotions or symbolizations will trigger your target audience to buy your product or service. The use of the right kinds of colors in your promotional materials – in your marketing brochures, your product packages, or on your web site – can actually increase your sales. When people see certain colors, it can change their emotions or they can symbolize things related to the colors. e.g. if you're selling a money-making product you should use green and brown colors, as they represent money and strength, and bring out the emotion of greed and comfort respectively.
Case Study: DuPont
A US-based multicultural team at DuPont garnered around US$45 million in additional business by changing the way their decorating materials are developed and marketed. The changes included new colors that team members knew, from their experience within other cultures, were more appealing to their overseas customers.
Selling By Coaching
Treat your prospective customer as a player in the game who wants to achieve extraordinary results. You are there to help this player win. Listen to their words, body language and emotions to better understand each player's conscious and unconscious needs.
Make Your Customers Laugh!
Why would people want buy from you if they don't enjoy doing so? Make what you have sell fun, make it fun to buy, this is simply taking the whole process one step further. "If you can make your customers laugh, and excite them with your vision of what life can be, they are not going to walk into your stores, but run into them. Running a successful business should be fun for you, and there's every reason why you can and should communicate that sense of fun to your customers. Certainly, if you aren't having fun, you probably aren't running a successful business."
Don't be afraid to polarize people. Most companies want to create the holy grail of products that appeals to every demographic, every social-economic background, and every geographic location. To attempt to do so will guarantee mediocrity. Instead, create great DICEE (Deep, Intelligent, Complete, Elegant, Emotive) products that make small segments of people very happy. And don't worry that these products make don't make other segments happy. The worst outcome is when you incite no passionate reactions at all, and that happens when companies try to make everyone happy.
1
FACT: Marketing strategies without emotion will not work.
Emotion stimulates the mind 3000 X faster than rational thought. We live in an emotional world.
Many people say we live in a rational world but nothing could be further from the truth. Emotions drive our behavior; our world is driven by emotions. Rational thought drives customers to be interested but it is only emotion that sells. People really aren't too interested in attributes; they want to know if the can have a product that suits their personality. It is all about values.
Emotional marketing is better in many instances than rational marketing that focuses on product attributes. Capturing minds is one thing; capturing hearts is quite another. Build emotions in your marketing strategies; instead of chasing "share of wallet – chase "share of heart". Employ strategies that would generate very emotionally driven and decisions remove the rational questions that might drive the prospect elsewhere. Remember people buy with emotion, but justify their purchases with logic.
Highlight the Emotional Satisfaction Your Clients Will Get
No matter what your business is, if you are serving people, you need to be able to tap into the emotions that truly motivate them.
You need to be able to describe the emotional gratification your clients get from your services.
Example: Your clients feel a sense of "pride" because they have improved skills; "confidence" that they will provide better outcomes for their own customers; "relief" that they will more easily meet some legal requirement, "joy," etc.3
Use the Right Colors in Your Promotional Materials
Its very important to know which emotions or symbolizations will trigger your target audience to buy your product or service. The use of the right kinds of colors in your promotional materials – in your marketing brochures, your product packages, or on your web site – can actually increase your sales. When people see certain colors, it can change their emotions or they can symbolize things related to the colors. e.g. if you're selling a money-making product you should use green and brown colors, as they represent money and strength, and bring out the emotion of greed and comfort respectively.
Case Study: DuPont
A US-based multicultural team at DuPont garnered around US$45 million in additional business by changing the way their decorating materials are developed and marketed. The changes included new colors that team members knew, from their experience within other cultures, were more appealing to their overseas customers.
Selling By Coaching
Treat your prospective customer as a player in the game who wants to achieve extraordinary results. You are there to help this player win. Listen to their words, body language and emotions to better understand each player's conscious and unconscious needs.
Make Your Customers Laugh!
Why would people want buy from you if they don't enjoy doing so? Make what you have sell fun, make it fun to buy, this is simply taking the whole process one step further. "If you can make your customers laugh, and excite them with your vision of what life can be, they are not going to walk into your stores, but run into them. Running a successful business should be fun for you, and there's every reason why you can and should communicate that sense of fun to your customers. Certainly, if you aren't having fun, you probably aren't running a successful business."
Don't be afraid to polarize people. Most companies want to create the holy grail of products that appeals to every demographic, every social-economic background, and every geographic location. To attempt to do so will guarantee mediocrity. Instead, create great DICEE (Deep, Intelligent, Complete, Elegant, Emotive) products that make small segments of people very happy. And don't worry that these products make don't make other segments happy. The worst outcome is when you incite no passionate reactions at all, and that happens when companies try to make everyone happy.
1
The Law Of Emotional Marketing News
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Business Branding – Law of Attraction
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Machete: Race War Propaganda Under the Cover of a Mexploitation ...
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Technology & Marketing Law Blog: Broadcaster Gets 230 Defense for ...
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The publisher also avoids liability for defamation and negligent emotional distress, but other claims are still pending. Posted by Eric at August 31, 2010 12:56 PM | Content Regulation , Derivative Liability ...Discovering Your Business Sweet Spot
Maximizing Profit, Passion and Product to Hit Your Business Sweet Spot Zone