Start by understanding the three main emotional triggers that stimulate purchasing behavior.
It’s not exactly rocket science.
We buy with emotions and justify the purchase with logic.
So if you want to grow your business, make sure you connect first to the emotional appeal of your products and services.
Do people only buy what they need?
It’s a mistake to assume that people only buy things they need.
In fact, the research shows that for the most part, people buy what they want, when they want it!
After the emotional decision is made, then people develop justifications to believe that they really need the things they desire.
In other words, wants are driven by emotions.
To grow your sales, appeal to the main emotional triggers.
What are the main emotional triggers?
Wondering what the main emotional triggers are?
The three that you commonly see used by effective marketers are:
- Safety and security
- Status and approval
- Freedom and control
Used individually or together, these three things spark purchasing decisions for a majority of people.
You’ll want to include one or more of these drivers to grow your sales and make your marketing more effective.
For example, include appeals like this in your small business marketing campaign to turn passive lookers into active buyers:
- How are you keeping your family safe?
- Do you want to look good and have others attracted to you?
- Do you want to control your life and have more freedom in the future?
So how do you appeal to their emotional side and get them to fork over some of their hard earned cash?
People hate missing out…
Let’s face it.
We all hate missing out on something special.
For example at Christmas, the latest toys get people chasing all over town for the latest thing.
Nobody asks for the “ever green” toys like Lincoln logs, or blocks!
People buy limited edition of perfumes and clothes because of the prestige of wearing something that many others won’t ever get the chance to!
The more exclusive, the more we want it, so think about how you can build scarcity into your product launches.
And don’t get carried away with the options.
Remember, the confused mind doesn’t buy and too much choice can be a bad thing.
It overwhelms potential buyers, confuses them, and often delays or stops the purchase decision.
Include a sense of urgency in your marketing!
You want sales to happen NOW!
And yet, marketing that doesn’t create a sense of urgency allows the emotional mind “off the hook.”
When a buyer is on the fence about purchasing something, just knowing that it may not be available the next day is enough to nudge that purchasing decision.
So create a sense of urgency, necessity and enthusiasm in your marketing if you want to reinforce your customer’s buying decision.
Make your marketing appeal to your prospects’ emotional triggers, throw in a dash of scarcity and you’ll have the perfect recipe for sales growth.
Lucy M. Morgan, CPA, MBA
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