Why To Buy? It’s More Than Just Price.
Differentiating is key to growth
Positioning your company in a unique and memorable way is key to growing business. This is often easier said than done and requires a patient and methodical approach to assessing your organizational culture, beliefs and philosophies. It also requires identifying (and leveraging) the emotional appeal of your marketing efforts.
Functional aspects of your product aside, why would customers buy from you? Sure you sell the widgets they need, but what emotional aspect makes them want to engage with you versus a competitor? Perhaps you’re dependable (like Maytag); Maybe you’re exclusive (like Cadillac); or maybe you’re irreverent (like Dollar Shave Club). Regardless of your product, marketing should support memorable differentiation. How can you connect with customers at a deeper level? How do you differentiate your product and demonstrate its superior edge over competitors?
Here are the 3 ways that emotional appeal can benefit your brand.
Emotional Appeal Adds Deeper Value
What makes your organization or product valuable? Before advertising your product, think about the pain points that your buyers experience. Consider addressing those problems that your prospects want to avoid by highlighting your effective solutions. What qualities can buyers affiliate with your brand and appreciate on a personal level?
Then keep these qualities and values consistent across all communication channels. Websites, brochures and even face-to-face conversations should communicate deliberate messages to support your unique brand.
Emotional Appeal Connects With Your Customers
Can you demonstrate that your product has greater value than its sole function? If you provide similar products to that of competitors, the functional features of your product are likely also the same. So in order to differentiate, add an emotional aspect to your appeal. Instead of telling buyers, “The Acme Widget is stuff you need,” consider a warmer approach, like, “A long tradition of durable stuff you need, from the craftsman at Acme Widget.” This paints a deeper picture of who you are and gives them something they actually care about (e.g. proven history, hand-crafted quality, etc.).
Emotional Appeal Highlights your Benefits
While competitors might be able to replicate your product, it’s much more difficult to emulate your culture. So start marketing with what makes your organization unique and then work your way into product benefits. Instead of rattling off technical specifications, communicate your quality focus, customer service, and innovative processes (as examples) to better segue into product benefits. Organizational philosophies and beliefs are also nice attributes that buyers can affiliate with, sometimes tipping the purchasing selection in your favor.
But Keep It Simple
Studies have shown that when flooded with too much information, buyers have a harder time making decisions. It’s why drive-thru menu boards are honed down to an absolute minimum. Using emotional appeals to really highlight a couple of your unique benefits will help “hook” customers with a minimalist approach. Giving them a couple of things that they will remember is far more effective than overwhelming them with everything that you offer or each product’s entire specifications.