Emotion Vs. Logic In Sales, Marketing And Advertising
All people make buying decisions based on emotion; therefore marketing should use emotion to sell what people want, not what you think they “need” or want them to need.
Yes, this is really, actually true. Engineers, accountants, executives, attorneys, housewives, and ministers – PhD’s, delivery drivers and farmers – and butchers, bakers and candlestick makers – We all fundamentally make all of our decisions based on emotion not logic.
Logic supports our emotions and is used to justify our decisions after we have made them.
Logic plays a part, but emotion is the core ingredient.
Show me a product that people have little emotion for and I’ll show you a product that’s hard to sell or has very thin profit margins. Show me an ad or brochure that doesn’t provoke any emotion, and I can guarantee you that it isn’t working as well as it should.
Some people think emotion has no place in b2b marketing. Those people are absolutely wrong. You can use them to write instruction manuals and employee handbooks, but keep them out of your sales and marketing department. This sort of thinking is exactly why most business-to-business marketing is so dull.
The world is a busy, cluttered place with advertisements and messages everywhere. If your message is boring, you don’t stand a chance. If you can’t think of anything exciting about your product, then get a different product. But don’t be boring.
But, there’s a difference between emotion and hype. Your message doesn’t need to sound like a fight on Coronation Street in order to provoke emotion. Find out what your customers love, and what they hate, what keeps them awake at night, what gives them ulcers and what catastrophic events they dread. You’ve got to know what aspects of their job they’re emotional about and design your marketing message to address those needs.
All great leaders and managers, all great marketers, all great teachers and all great product designers learn how to harmonize with the emotions of the people they work with and turn them on and off at will. This of all things is the greatest and most profitable art form in marketing, and always will be.
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