Last time we talked about people buying when they hurt and want to feel good. Today We are going to have a closer look at emotions and logic in humans buying decisions.
1, Emotional buying decisions
In this section we are going to discuss emotion and how it plays a major role in people’s buying decisions. While technology and data offer plenty of opportunity for marketers, they are causing many to forget they are marketing to humans (not robots).
And, unlike robots, humans are emotional beings that make emotionally-charged buying decisions, especially when the product or service they’re buying falls under the “pleasure” category that we discussed above.
People don’t buy a cherry red Maserati because it’s the logical thing to do –– they buy it because it’s makes them feel something.
The same can be said for a $10,000 speaker system or a $500 pair of Denim Jeans or a $300 plate of caviar or a $1,000/night stay at a luxurious resort.
These decisions aren’t logical, they’re emotionally driven.
So, when selling a product that is pleasurable to your customer, be sure to consider triggering their emotions. Make them feel something.
If you’re looking for some tactical ways to trigger emotions in your customers via email, sales pages or anything else that involves the written word, I recently wrote an article called 100 of the most powerful words in marketing, it offers specific words that evoke these types of emotions.
Also, for more strategies and tactics, here soon I will start sending out emails on this type of stuff to Sticky Notes, my email list. Please, feel free to join!
Now… where were we?
2, Justification with logic
In the previous section we discussed that when people make purchases to move them closer to pleasure they will make their buying decisions based off emotion.
Well, there is an interesting concept to add to this.
When Mark goes out and makes the emotionally charged decision of spending $60,000 on a brand new Maserati, sooner or later he will have to answer the question, “Mark, why the hell did you spend a small fortune on a cherry red Maserati?”
This is where the concept of logic enters into the picture. Generally speaking, while people make emotional buying decisions, they will justify their purchases with logic.
If Mark was giving an honest answer to this question, he would say…
“Well Dave, I bought the cherry red Maserati because I’m going through sort of a weird mid-life crisis having just turned 50… and it makes me feel younger and is an example to my friends and family that I’ve officially made it. And, also, I have always wanted a cherry red sports car.”
But, instead, Mark’s answer would look something more like…
“Great question Dave, this year’s model offers great gas mileage. And, not to mention, it has been relentlessly crash tested and is super safe for the kiddos. Plus, I wanted something nicer than my last vehicle to pick up clients. You know, I want to leave a good impression on them.”
While both Mark and Dave know that Mark’s answer is complete and utter horse shit, this type of logical way of justifying an emotionally fueled buying decision has become the norm.
So, what does this mean for you as a marketer? While you should market your product to your customers by evoking their emotions, you should give them strong and sturdy facts and studies that help them justify their purchase(s) to their friends and family.
from “The psychology of selling” by Cole Schafer