Best Emotions To Boost Sales
It can be hard to differentiate one product from another, so we choose the brand we trust. The one we feel provides the best value. Trust has both an emotional and a logical dimension.
Even when we don’t engage with another person when we decide to buy, we still engage with our emotions. Although we like to think we are rational, it’s the way humans are programmed. It is often the brand’s personality, rather than a specific utility, that is the key to our buying decision.
If there are 2 key messages in marketing, it is these:
1. Your marketing should appeal to human emotions
2. Your brand should express a personality
The foundation of a personality is emotion, it engages people by acting as a mirror to their own emotions.
So your design needs personality. While your copy must make your customers feel something and propel them to act on those emotions. Segment your target audience to choose what emotional trigger will help you best connect with them.
Here are five ideas (there are others, contact us if you’d like to know more) for making that vital connection:
Trust is a hot one, especially after a decade or more of mis-selling scandals. People buy from trusted brands.
Value is essential. It is not the same as price and doesn’t mean you are the cheapest on the market. You can add value in many ways.
Belonging, people are tribal. Consumers often buy a product to feel part of a specific group. Can you make customers feel part of your family?
Fear is a powerful emotion. It can be used in a wide variety of marketing messages, from cleaning products to insurance.
Guilt, consumers often respond to messages that trigger guilt. Think pester power for children’s toys, or powerful TV campaigns like Comic Relief and Children in Need.