Whether we like it or not, we respond and buy on emotion.

We do this because we are frail creatures with hard-wired insecurities and a desire to improve our lives, our status and our rank in society, or to make life just a little more tolerable. We respond to emotions and as a service provider, you need to remember this!

EMOTIONS ARE FLEXIBLE, LOGIC IS RIGID.

Marketers know this, and therefore corporates spend billions on research to find better ways to tap into our psyche and hack our emotional core. All we can do, as lower-ranking plebs, is to adapt their strategies and resell it as our idea, like pimps.

Try not to sell logic; it hardly sells; tapping into emotions is the key!

People respond and resonate with products, goods, services and even other people through emotions.

Everything is for sale!

If a 10-year-old half-eaten sandwich with the face of the Virgin Mary can be sold on eBay for $28,000 and still make it on the Guinness World Records, you have hope in whatever it is you are trying to sell.

We have no idea about the weight, toasted degree, width, height, or thickness nor if the sandwich was gluten-free rye with vegan-friendly ham or penguin-free-100% pure butter.

All we know is that it had the face of the Virgin Mary toasted over it.

That’s it! The logic is irrelevant but it sold because of the emotional appeal.

Selling the Why taps into emotions!

Emotions sell because it props up the “why” people should use you, buy your product or consider you.

This is no different to a job interview, going on a date, selling crap or even making new friends. We have to “sell” ourselves, which is all down to why.

• Why should I buy from you?
• Why should I hire you?
• Why should I date you?
• Why should I be friends with you?

This is where many companies fail in their marketing campaigns. They turn a simple advert into a documentary by showcasing too much of the product specifications. Instead, they should pitch “why” you want to buy their product.

Hey, if selling the “why” worked for Apple, then there is something to this “why“.

They took a free operating system, made it friendly, and sexy and squeezed it into an aluminium box with pretty design features at a premium price.

They then sold the “why” towards a lifestyle.

So why did so many people want to buy Apple products with their retirement funds?

Because if you don’t use Apple, you will never be a great artist, musician, writer or pain-in-the-ass-marketing guru, nor will you be one of the successful and happy people shown in one of their adverts.

Compare the adverts if you don’t believe me. Notice the brands that riddle their adverts with specifications and technical data while the other companies are only selling the lifestyle?

How do you make clients, people, dates, and friends feel?

No one cares about your statistical metrics on how many bench-presses you can do, or how fast you can swap out a Webber 32 Carburettor, (blindfolded and in 4 inches of snow, of course).

Nor do they care that you can unclog a drain with the latest power-blaster that sports an 800 HP engine, kicking out pressure at 2 million volts per square inch.

Who cares?

I want to know what you have to offer and what you have that makes me feel good!

Will I as the buyer feel confident, secure, accomplished, happy, enlightened, safe, satisfied, and glorified?

Pick one!

People do not necessarily invest in products, pitches or proposals. They invest in you (or your advert).

Create rapport, sell the lifestyle and pitch the confidence.