Did you know that according to the latest findings in neuroscience about 80% of buying decisions are based on emotion; and only 20% are based on logic.
Scientist found that decisions are primarily controlled by the limbic system in our brains which is responsible for emotions and behaviour in people.
This is quite interesting, because if science tells us emotions are important for making decisions, then emotions will play a role when people decide if they should work with you or buy your products.
In marketing terms this means that if you want more clients and if you want your marketing message to be effective, it’s absolutely crucial to incorporate emotions into it.
Emotions do not mean you need to make people cry, but you do want them to feel something – you want your marketing to evoke some sort of emotion or reaction within your audience: make them laugh; get them to nod their head; have them agree with what you say, get them to want what you offer….
For me, these emotions are often rooted in something that I call the Know-Like-Trust factor. It starts where people get to KNOW you… or know about you. Then it moves to where they start to LIKE you… and eventually this emotion evolves into trust where they TRUST that what you offer will make a difference in their lives.
Just think about your own personal life: When do you buy something? It’s mostly when you feel there is something in it for you. Right? When it just feels right; when you like it; when you trust that when you buy a product or a service you will benefit from it in some way…and that is how it is for most people.
One company that truly understands how emotions impact on buying decisions is Apple and the i-brand. And to practically demonstrate how this works, I want to show you two videos where Apple masterfully incorporates emotion into their brand. While you watch these videos, evaluate your own emotions – see what you feel and if you agree with what they say.
“ This is it. This is what matters. The experience of a product. How it makes someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things until every idea we touch enhances each life it touches.”
The above video is only a few sentences, but even if you are not a fan of the Apple brand, you will surely agree with what they say in this video, because that is the essence of good business – ensuring that what you do is making a difference in the lives of your clients.
Although the above video has nothing for sale, Apple does a great job at humanizing their message to touch on the emotions of their potential clients. If you agree and believe in the same things they believe in, it automatically strengthens the KLT factor and makes your buying decisions easier.
Here is another short Apple commercial to see how they brilliantly incorporate emotion into their marketing to sell their actual products.
Wasn’t that beautifully done? They use real life situations and emotions we all can relate to. And because we can relate to that, it creates a level of desire. If you like gadgets and cool features, you’ll think: I want that. I want to connect with my friends and family through Facetime. It’s so easy. Perhaps I should get an iPhone… and even if you are not into cool features or into the Apple brand, this commercial will hit a cord or two with you too – just because it is great to be connected to people and to share experiences instantly.
Now, although Apple is a huge company and has lots of marketing guru’s that can prepare their ads, you and I can do the same,
So, what I want you to take away from this article is this:
Be constantly aware that emotions play a big role in how your potential clients perceive your services and products, and it plays a role in their buying decisions.
Think about: How can you incorporate emotion into your own marketing message? How can you get your clients to want to get rid of the pain they currently experience? Or how can you get them to agree with what you offer and create a level of desire for your services / products?
To Your Success
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