We all seek to understand exactly why our customers purchase from us. What makes them tic? Why do they purchase from us or from any for that matter? 100’s of books are written on buyers psychology, or making the perfect pitch in order to get the customer to purchase. It is actually not all that complicated to explain but might be a little more difficult to implement consistently.
The key to getting your customers to buy is getting them to feel the direct link to your product through their emotional. This doesn’t mean you manipulate them but there is no doubt that using emotion to influence is an effective tool to increasing sales.
Of all the emotions used to create sales this is by far the most over used tactic. 2016 was one of the most brutal presidential election the US has seen. There were more fear messages presented to the American People than I can ever recall. The use of the message to create a fear of absolute doom in order to sell the presidency was actually pretty disgusting. All parties involved were incredible passionate and their pleas created splits in the general populations. Why do we bring this up? Simple to prove that the power of Fear as emotion is more intense and last longer than any other. Currently, as of Feb 2017 the messages are still echoing and the passion is still flowing from the political parties. In selling there are multiple ways to use Fear as an emotional tool. For example: Fear of loss, Fear of looking bad, Fear of being left out, Fear of not belonging, etc. To use fear effectively is to build a strong brand, to abuse the fear emotion is the best way to end the life of your product much younger than it should.
This emotion is something that is often coupled with fear. By using this product x you won’t have to worry about this fatal flaw in your life. We often see this in the Home alarm commercials. Some masked villain is about to break in to do harm, scared away by the alarm. Other phrases say that you can rest securely knowing someone else is watching out for you. This works great for some products and not so well for others. It is an emotion that does lead to more sales or closing the sale.
Every year in January and February we have an series of events in the US that draws more excitement than any other event. The weekends leading up can only be expressed in an absolutely frenzy of excitement. Fans of their favorite team anticipate this excitement as their home team advances. The home town of the winner of the Super Bowl is an absolute mad house of excitement.
When selling there are multiple ways to create this excitement. It can come through your ad copy, through others that are purchasing, or something as simple as a once in a lifetime contest. Creating excitement around a product launch can be crafted in to a successful launch but the key is build this excitement in a way that can be satisfied through a superb product. Do this and you will hit those sales goals every time.
Opportunity has become the new ‘scarcity’. You don’t have to look far in the online selling space to see a countdown timer or limited time offer. Whether you call it scarcity or opportunity it triggers the same emotional effect in the buyers mind. “if not now… I will lose.” If the opportunity is real this is great way to trigger the emotional bond with the sale, however, if the opportunity is fake and customer feels like they have been dupped… you lost that customer for life. So be careful, the world is full of ‘buyer beware” and your brand is far too important and valuable to use manipulative practices.
How often have you been in the grocery store and seen the gum and candy right next to the check out? One retailer I know uses his cash register space as a way to increase is sales by 10%. All he does is have stickers setting conveniently at arm’s reach. That 2 square feet of space makes more money per foot than the rest of the 2000 square foot store. So, absolutely, convenience is an emotion.
To use these emotions effectively, you must first know they exist. Then take the next step and start testing your ad copy and sales pitch around the different emotion to see which one will work best with your demographic. Don’t be afraid to layer up some of the emotion. For example, Fear of loss of something dear to your customer’s heart and security are two options that work perfectly together. Layering on top of that a limited time offer creates and opportunity to make a purchase the customer might not have normally made. Test and experiment with the different variation to find what works.