As marketers and business owners, we spend a lot of time trying to appeal to potential customers with logical appeals. We highlight how much they could save through buying from us. We highlight facts about our products and services. However, when it comes to what drives our decisions to buy something, people aren’t rational beings.
According to behavioral economist George Loewenstein, “A major part of our brain is busy with automatic processes, not conscious thinking… Thus, our subconscious explains our consumer behavior better than our conscious. 90 percent of all purchasing decisions are not made consciously… Brands and products that evoke our emotions, like Apple, Coca-Cola, or Nivea, always win.”
3 Marketing Secrets for Creating an Emotional Connection with Potential Customers
Knowing this, how can we apply it to the ways we engage potential customers? Here are three ways you can create emotional connections with potential customers:
- Make the buying experience fun. We all know what it’s like to make an impulse buy in a store. According to a recent Psychology Today study, impulse buys are driven by a desire to experience happiness and see the purchase as a way to elevate their mood. We should seek to provide that same kind of experience for the people who buy from us. When was the last time you took a step back to consider what it’s like for people to buy from you? Are you creating that same kind of positive experience that creates happiness for your potential customers?
- Invite potential customers to join a tribe of peers. If you’ve ever dunked your Oreos in milk or added a lime to your Corona, you know the power that advertising can have on your actions and buying decisions. Both actions are driven by the ways in which the companies have advertised their product over the years. It’s all about appealing to our inner need to belong and to be part of a group. How can you create this same kind of “tribe” mentality with current and potential customers? What can you do to make them think, “people like me buy things like this…”? These are incredibly helpful questions for speaking to or speaking into your potential customers’ need to be part of a group.
- Identify the influencers who can help spread your message. Testimonials from celebrities have been a way to influence potential customers for centuries. But, in today’s world, there are connectors and influencers in our industries that might not be considered “famous” by the rest of the world. If we want to further our marketing messages, we must work closely with these personality types. Once identified, we can build relationships with these influencers by appealing to their underlying sense of pride and accomplishment that comes with influencing others.
If you’ve struggled to convince and convert potential customers because you’ve always relied on appealing to their logic, try a different approach. Consider how you can begin weaving these strategies into your marketing efforts to appeal to their emotions.