For the sake of simplicity, let’s say that there are only two types of people in the world. Smart people… and dumb people. In reality, we know there is a wide spectrum and varying levels or degrees of both. Just bringing this subject up reminds me of a story I heard several years ago about a landscaper (a professional one at that) who decided to use a push mower as hedge trimmer. He wound up losing several fingers and part of his hand in the process. That wasn’t too bright.
On the other hand (no pun intended), we have people who are very intelligent. Smart people are obviously responsible for bringing us the technological advances we’re enjoying today. The computer that once filled an entire room in the 1960’s now fits in the palm of your hand and does twice as much.
As a business owner, or a business owner in the making, you will be marketing to both extremes and everyone in between. Smart and dumb people will eventually see your ad, stop in your place of business, schedule an appointment with you… etc.
With all this in mind, the bottom line still comes down to this – you have to “sell stuff” to stay in business. So while you deliberate over your pricing, specials, ads, etc., do so knowing that studies over the past 50-years have shown that people (from the highly educated right on down) make the majority of their buying decisions based upon emotion. That’s right. Good old-fashioned emotion. The only difference is, educated people use their intellect to justify their decision afterward. The guy with the low IQ doesn’t give it a second thought.
In my opinion, they didn’t need 50-years worth of data to prove this out. All you have to do is look at the divorce rate to come to the same conclusion. People put their life on the line and make decisions based upon their emotions every day. Ask a “smart person” after their divorce has been finalized. They’ll usually admit (sometimes off the record) that they inwardly knew it wasn’t a compatible match to begin with. Isn’t that true? So why did they do it? Because they based their decision upon their emotions – not logic.
People make decisions and come to conclusions based upon how someone (or something) makes them “feel” at the time. It can happen through ads, videos, in person, etc.
Your partner may be considered an idiot by most, but for some reason, they make you feel good so you convince yourself they’re endearing in some way. When emotion finally takes flight, however, you suddenly realize that all you’re left with is the idiot.
If you’re an intelligent person, you most likely use reason in your marketing and promotions. How’s that working out for you? Trying to convince someone of your point of view is usually an uphill battle all the way. I’m not saying that it can’t be done, but it’s not easy. People hate feeling like they’re being coerced into doing anything. Make them feel good (brilliant, understanding, attractive, interesting, etc.) and you’ll have their attention.
The same thing that hold true with “relationship marketing” holds true with product or marketing.
You don’t motivate an overweight person to buy into a weight loss program by telling them, “I hate to say this, but, you look like hell.”
No, you motivate them by helping them remember what it was like before they got to the point they’re at today. And by getting them to picture how much things might change once they started heading back in that direction again – even if they just take baby steps.
Help people see the benefits of buying your “stuff” instead of someone else’s. Once they “see it,” they will naturally “feel it,” even if it’s just on a subconscious level. The emotional undercurrent that’s triggered as a result will begin to challenge reason as the dominant voice. Let’s face it, people make money selling crappy products every day because they understand how to use this principle on some level. PT Barnum used this technique to build an empire. He understood human nature. People will line up and pay to see something strange, unique or unusual. Being part of a “special viewing” makes them feel special.
At the end of the day, most people laughed at the ridiculousness of the show, but guess what? They didn’t storm the gates shouting for refunds. Not at all. Why? Because the whole experience was fun and pleasurable. Make people feel good and they’ll be back for more. That was Barnum’s secret. Now, it’s yours.
With a genuinely good product or service… the possibilities of how far you could go are endless.
Painting “Up On The Roof” By Frary (Sarasota’s Top Rated Contemporary Art Gallery – www.frarygallery.com)
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