How to make consumers want your product.
What is it that fuels persuasion? What is it in that moment of decision that convinces us to act?
When trying to make the best possible choice, consumers call upon their knowledge, experience and emotions.
· Knowledge provides them with the facts. What do I know about it?
· Experience calls upon the memories they associate with the product. What is my experience with this product? What do I associate this with?
· Emotions reflect the value they attribute to the product. How do I feel about it? What does my gut say?
For over a decade, neuroscientists have studied the impact that emotional content can have in advertising and they have concluded that an emotional response is indeed more powerful than a purely rational or intellectual one.
“A man convinced against his will is of the same opinion still.” – Benjamin Franklin
If your product is truly new, your messaging can remain factual.
No one changes their mind. They use new information to make a new decision. So a truly new product may not need as much emotional impact.
When your product is not new and you have no new information, your messaging should have a more emotional tone. Emotionally-charged messaging makes them “feel” better about what they already know.
Find a balance
The most successful marketers use a blend of both intellectual and emotional aspects in their messaging. They use a combined approach. This helps customers feel like they’ve come to the decision themselves. They do not feel coerced and it just “feels right”.
Neuroscientist Antonio Damasio describes the power of emotional input in the decision-making process. It’s quite interesting.
According to Antonio, to be persuasive, your message has to have an optimal balance between logic and emotion. These are the two essential elements to achieving seemingly effortless persuasion. The trick, however, is finding the right balance for your product and target audience.
Does your messaging have the right blend emotion and intellect?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner