It is generally accepted that most people want to believe that they make decisions based on the logical benefits of an argument rather than the emotional component. Head should trump heart, right?
In reality, head does not always win, in fact, anecdotally, there is enough research to suggest that many of our decisions, especially the influential subconscious ones, are based on emotion; this being the case, then there might be enough evidence to believe that this might be an angle worth investigating.
Let’s be up front – this is not about the product. There may be some products that lend themselves better to emotive selling but you should be able to weave an emotional trait into all product decisions.
Bricks and Mortar: It’s not a house, it’s a home – how many times have you heard that?
Tyres: What is your family’s life worth – bang, straight down the guilt road.
Funeral Insurance: Take the worry away – introduce the emotion pitch before you die.
If an emotive story can be woven around generally un-sexy items, then what could you do with products that are absolutely screaming emotion – fashion, food, travel, status symbols, etc.
As a provider in search of customers, one of your jobs might be to find different angles to get your message across. If rational thinking runs second to emotive decision making, then don’t lead with the 2.6% better fuel consumption from the previous model – lead with “It’s red”.