Emotional marketing is not something you commonly hear about when it comes to online business. Yet, it is one of the most effective ways to sell your products and services to potential customers.
What exactly is emotional marketing?
When potential customers consider buying your product or service, a lot of factors come into play. Their decision on whether to buy or dismiss what you are offering does not just depend on what your product does. Consumers are not entirely objective and calculating machines. They are human beings with emotions that assign significance and meaning to your products. Emotional marketing allows you to appeal to your consumers’ emotions, increasing your chances of convincing them to buy whatever you are offering. By becoming well versed in this type of marketing, you would be able to capitalize on the potential customers’ emotion and make more sales.
Boost your emotional marketing potential
In order to increase your emotional marketing potential, you have to first understand how your customers’ emotions affect their decision in purchasing your product. There are 6 emotional criteria that come into play when consumers evaluate your products or services. They are based on John O’Shaughnessy, and Nicholas Jackson O’Shaughnessy, The Marketing Power of Emotion (New York: Oxford University Press, 2003). Knowing these factors would significantly help you with your marketing.
Emotional marketing criteria #1: Technical Factor
Generally, this involves everything that your product does. Each product has a basic function, but it may also have other additional features. These add-ons may make it easier for people to use or operate your product. Compared to your competitors, does your product perform better and more efficiently? Is it more user-friendly and does it have additional functions that other similar products don’t have? This is probably the first thing that customers would need to know about your offer.
Emotional marketing criteria #2: Economic or sacrifice factor
This criterion is largely tied to the availability and price of your product. The benefits of your services or products will be measured against its selling price and how easy or difficult to buy it. For many customers, the psychological and emotional cost of paying for a certain product lessens their enjoyment of it. When setting a max price for whatever it is you are offering, you have to consider how your potential customers would react to it. How does your product satisfy the needs of the buyer? Based on your product’s uniqueness and the existing market, is your selling price fair enough for your customers? If your asking price is socially acceptable for the buyer and your product would answer to their needs, then your chances of making the sale is higher.
Emotional marketing criteria #3: Legalistic factor
Aside from their own needs, buyers are also guided by the wants and needs of other people. For example, they would feel obliged to take into consideration the demands and desires of their children or spouse. Some customers need to obey legal requirements and it may be frustrating for them if they are not able to comply. Evaluate if your products would help your potential customer obey their legal requirements and find ways to make it more appealing not only to the buyers, but also to their wife, husband, and children.
Emotional marketing criteria #4: Integrative factor
All of your consumers belong to different social groups; each having rules that they need to conform to. While they try to fit in to their respective groups, they also have the need to maintain their personal identity. This is why products or services that increases your buyer’s self esteem while being socially acceptable is more emotionally satisfying.
Emotional marketing criteria #5: Adaptive factor
Every person wants to minimize risks whenever they make a decision like purchasing a certain product or service. Because they don’t want to regret buying something in the future, buyers lower their risk by seeking advice of experts. They look for guarantees by mimicking the buying habits of people who are in the know. In other words, the better your reputation, the more chances that people would buy from you. Is your business being endorsed by experts? Do you have positive feedback and testimonials from happy customers? If you are just starting and has not established a reputation yet, you could try offering a free sample or trial of what you are offering.
Emotional marketing criteria #6: Intrinsic factor
This is basically how your product appeals to the buyer’s senses. Based on its feel, taste, look, sound or smell, is your product likeable? Does it make new customers curious enough to try and buy your product? People are naturally drawn to new and different products, but make sure that you don’t push it too far.
Considering the factors above would help you use emotional marketing more effectively. Do not just focus on the buyers’ rational behavior when trying to sell your products or services. This type of marketing would make your business more appealing to potential consumers. It may take some time and practice but when you do your emotional marketing right, you will surely win over every customer that comes your way.