You are a hero. You solve problems every day for all kinds of people, from all walks of life. You offer something to them that no one else can. For one fleeting moment, you give a person exactly what they want, regardless of whether they need it or not. In a split second, you make an emotional connection with another human being – and you are all they can think of.
Sounds romantic, doesn’t it? Yet it is the most accurate way of understanding what your business means to your customer. The psychology of buying has been documented time and time again. People make purchase decisions with an emotional impulse and never entirely with logic. A customer’s decision to buy centres around their own ego and what they stand to gain.
It’s crucial that you deeply understand your customer. You need to know exactly what they want and how you can trigger that emotional connection between human and product and answer why they should buy it from you.
Products don’t simply solve a problem
When I’m thirsty and I go into a shop to buy a drink, my logical process would make me ask the shopkeeper to fetch me a cup of tap water. It’s free and it solves my thirst problem. However, my emotional response to that situation would kick in as soon as I step foot in the door. It would go something like this:
- I would feel guilty about asking for something for free in a shop
- If there’s a choice of flavoured drinks, I may choose the one that I like the most
- Oh look – this bottle says I’ll experience a refreshing burst of natural flavour…
- …But I’m feeling a little tired so maybe some fizz and sugar will help…
- So, I’ll choose this one and “taste the feeling” of happiness.
Without realising it, in the space of a few seconds, I’ve made the decision to buy a can of sugary, tooth-decaying cola rather than life-fuelling H2O. Where’s the logic? My thirst is quenched, but my emotions drove me to find solutions to more problems. The problem went from thirst to guilt, to seeking satisfaction to needing a pick-me-up.
I didn’t want a drink, I wanted emotional comfort.
Touch your customer’s emotions
Your customer does not trade in money, they trade in value. What value do you bring to your customer? Why will your customer benefit emotionally from your product? What problem do you solve for your customer?
Answer those questions with your heart, not your head. Write the answers down and then think about this: Does my customer know that I am the answer to their prayers?
If your marketing message does not align to the emotional needs of your customer, then perhaps it’s time for a refresh.
We deal in value. The Soapy Group team would love to help your business get closer to your customer with a refreshed strategy and creative ideas. Please get in touch and find out more about our strategic auditing.