28th Oct 2007
It must be true.. the scientists have told us
Yes - it’s true… we buy emotionally.
Mind you that’s something we copywriting and marketing experts have always known; emotions play probably the greatest part in our decision making. And the scientists have proven what we’ve known all along.
That’s why in any sales situation; whether face-to-face, on the web, in an advertisement or through direct response letters painting the picture of the pleasure or satisfaction a purchaser gains or the problem or pain they avoid or cure they find is the most powerful way of persuading people to buy and is frequently used in marketing material, especially direct response material.
Scientific Proof…
Unsurprisingly, that’s what scientific research says too according to the studies carried out by Dr Joe Arvai, who is a professor of judgement and decision making and heads up the Skunkworks Lab at Michigan University.
He and Dr Robyn Wilson ran a study on decision making; they asked 210 participants to judge how much of a budget should be allocated to risk prevention in two areas in a National Park; Mugging and Bag Snatching or Accidents Caused by Wandering Deer within the park. They published their results in March 2006. And even though statistics indicated the deer problem was actually a slightly higher risk the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive problem of mugging.
So how does this impact on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is crucially important to really understand your target prospect.
What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT - rather than need? What colours their world and influences their thoughts?
Remember people take more notice of their emotions than any logical argument.
And of course we see this all the time - why do people buy high-status cars or houses or designer clothing when a cheaper unbranded item does the job just as well? They want to enjoy the status, and maybe even envy, in the eyes of their friends and colleagues.
Before starting to write any sales letter, advert, brochure, email, web page or even a blog post like this, define your ideal customer. Then when you craft your message keep this picture in mind and describe the results they can expect to enjoy.
Once your prospect has made a decision to buy they need to justify the purchase to themselves - and perhaps other people - especially if your product or service has a high-ticket price. You can help them do this by describing the features and reasons why their decision to buy from you is a wise choice to make.
Having trouble describing or picturing your target prospect? Look at your existing customers; why did they buy from you? What influenced their decision? Is it something you can use to encourage other prospects to make a good buying choice in your favour?
~ Carol
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