You can trace every single business transaction back to an emotion. If you\u2019re in the non-profit world, but still responsible for fundraising, you especially know what this means. Whether you\u2019re an entrepreneur searching for your next big idea, a business owner trying to grow or a marketer responsible for promoting a product or services \u2013 pay attention.<\/p>\n
My office mates have coined some of the phrases they hear me say often in our strategy sessions. Every few months I introduce a new concept for them to think of as marketers. These apply to any and all media \u2013 tradition, digital, etc.<\/p>\n
Each of these helps us test the effectiveness or increase the effectiveness of a marketing campaign. Well, chasing emotions does the same thing. And my office better prepare to start hearing me say \u2013 Where\u2019s the emotion?<\/p>\n
Think about why people make purchases \u2013 the special egg yoke separator will save me time in the kitchen, this sports car goes fast, this printer\/fax\/scanner combo machine will take up less space, cool magazine cover, attractive label on the bottle of wine. Granted, these are mostly consumer purchases, but who makes the buying decisions for companies? People of course, so this is true in the B2B world, as well.<\/p>\n
Go beyond the physical product world into professional services or intangible technology such as apps and you will still find emotions driving purchasing decisions. Whether it\u2019s the in-person interview with an attorney or downloading a an app for reading news each and every interaction is based in an emotional response. Marketers must realize the vast array of personalities they are dealing with.<\/p>\n
A conversation with a professional coach the other day raised a question regarding the sales process. As a business development person should you try and match the style of the person you are selling in order to win over their trust? Ironically, in my years of training, I quickly said yes. The coach differed. He said that today it\u2019s about being aware of the mix of communication and how to best interact, but that it\u2019s not always mimicking the style. I will agree with that more detailed answer, especially in an age of authenticity and transparency.<\/p>\n
If that\u2019s true, how does an online purchase or app download or product sitting on a retailer\u2019s shelf interact with you to \u2018mix\u2019 with your style?<\/p>\n
It\u2019s important to first note that you will not satisfy or attract everyone so don\u2019t try \u2013 otherwise the old adage of \u201cYou better stand for something, otherwise you\u2019ll fall for anything,\u201d comes true. If you look at the most successful companies you will find their toughest market adversary has a different personality. Think about what these companies represent and then how that compares to their competitors:<\/p>\n
If you go to the heart of these products or services you will find there is an emotion that fits. MySpace was developed for musicians and music enthusiasts. Now, did Facebook steal the audience or provide a new home? MySpace is attempting a comeback and ironically, to many music enthusiasts it never failed. It was simply a different audience.\u00a0 Axe Body Spray is most likely not purchased by the same gents purchasing Old Spice. Not that the latter is seeking a fox hunt in the English countryside, but they certainly aren\u2019t believing a body spray will win them the attention of beautiful woman.<\/p>\n
I felt it was important to put in Google and Yahoo and some of the others to show that the emotional charge doesn\u2019t go away just because a product or service is free. If anything, it\u2019s probably more predominant. Swipe the screen of you smartphone and think about all the app choices you have for each and every app you are using. There are a hundreds of apps for investing, expense management, news consumption, etc. Perhaps it\u2019s features you liked better in one or another, but it could also be that emotionally, you preferred how one app interacted with you \u2013 simplicity, complexity, visual appeal, shared audience, whatever the case may be.<\/p>\n
If you chase the emotion you will find the sale. Just don\u2019t be a paranoid, bi-polar, schizophrenic because then no one wants to hang out with you.<\/p>\n","protected":false},"excerpt":{"rendered":"
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