Boost Your Emotional Marketing Potential

Boost Your Emotional Marketing Potential



Boost Your Emotional Marketing Potential
Why do people buy your product? If you​ stack up enough benefits to​ outweigh the​ costs of​ purchasing it,​ do you​ automatically close the​ deal? It doesn't always happen,​ does it? Consumers are not calculating machines .​
They are soft,​ warm,​ breathing humans with emotions that assign meaning and personal significance to​ your products.
How do potential customers evaluate your products (or services)? How do they trade off various factors before deciding? How are their emotions involved in​ the​ process? Consumers--whether they realize it​ or​ not--use up to​ six categories of​ emotional criteria when they decide to​ purchase your product.
Technical criteria
Technical criteria relate to​ what your product does .​
Every product performs a​ function .​
It may also perform additional functions or​ have features that make it​ easier to​ operate or​ use .​
If your type of​ product has been around for a​ while,​ everyone assumes it​ will perform its basic function .​
Marketing battles are fought on​ the​ ground of​ extra features and ease of​ use.
Does your product perform its core function better,​ faster,​ or​ more smoothly than your competitors' products? Have you​ enriched your product with additional features? is​ your product easier to​ buy and simpler to​ operate?
Economic/sacrifice criteria
Economic/sacrifice criteria relate to​ price .​
Consumers live in​ an​ approach/avoidance world .​
Your product's benefits are in​ a​ tug of​ war with its price and the​ effort it​ takes to​ purchase it .​
For most consumers,​ the​ psychological cost of​ paying for your product reduces their enjoyment of​ it .​
Several emotionally significant factors influence the​ maximum price you​ can charge for your product .​
How closely does your product relate to​ the​ buyer's needs? How unique is​ your product? Do you​ charge a​ fair price? is​ paying the​ asking price socially acceptable for your customers?
Legalistic criteria
Consumers are also guided by what others demand or​ want .​
Some potential buyers must obey legal requirements and this loss of​ control may be frustrating .​
Consumers also feel obliged to​ consider the​ needs and desires of​ others,​ like their spouse or​ children.
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to​ your customer's children or​ spouse?
Integrative criteria
How does your product or​ service fit with your potential customer's social group or​ personal identity? Consumers belong to​ social groups .​
They face potential embarrassment if​ they don't conform .​
So they constantly try to​ strike a​ balance between group membership versus visibility and self-esteem .​
Any product or​ service that increases their self-esteem is​ emotionally satisfying.
Does your product help your customer express their identity? Can your product be described as​ upscale or​ exclusive?
Adaptive criteria
Consumers want to​ minimize any risk that they will regret their purchase later .​
The easiest solution is​ to​ avoid responsibility completely and trust the​ advice of​ others,​ preferably an​ expert .​
Consumers also lower their risk of​ future regret by imitating the​ buying habits of​ others that they assume are in​ the​ know,​ by looking for guarantees,​ or​ by basing their decision on​ your reputation .​
Are you​ able to​ offer endorsements from recognized experts? Do you​ have testimonials from satisfied customers? Do you​ offer a​ strong guarantee? is​ it​ possible to​ offer a​ free trial or​ sample?
Intrinsic criteria
Intrinsic criteria relate to​ your product's basic nature--how much the​ consumer likes your product .​
Appeal to​ your customer's senses .​
How does your product look,​ feel,​ taste,​ smell or​ sound?
Curiosity is​ another intrinsic criterion .​
Consumers are always looking for something new and different .​
Familiar products are reassuring,​ but they are also boring .​
The trick is​ to​ not go too far .​
Every consumer has an​ optimal level of​ novelty and complexity that maximizes their curiosity and their desire to​ satisfy it .​
If you​ push beyond the​ optimal point,​ they will return to​ the​ familiar .​
Is your product refreshing or​ alluring? How about enchanting or​ elegant?
If you​ focus only on​ rational behavior,​ then you​ choose to​ ignore enormously powerful emotional forces that ultimately make your customer's final decision .​
The rational argument should already be won by your product's high quality design .​
Creative innovation,​ savvy pricing,​ and persuasive presentation will win your customer's emotions.
*The six categories of​ emotional criteria were developed by John O'Shaughnessy,​ and Nicholas Jackson O'Shaughnessy,​ the​ Marketing Power of​ Emotion (New York: Oxford University Press,​ 2003).




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