Smart marketing means selling emotion

happyteendriverThe new BMW commercial showing in the cinemas talks about the ‘joy’ their cars bring. According to the ad, “what you make people feel is as important as what you make.” This underlines a central theme in marketing – that we buy on emotion rather than logic. It’s the key motivation for customers to purchase, a critical sales driver.

It’s an important consideration when you’re looking to generate sales for your product or service. If you get close to your customers you begin to understand how they FEEL as a result of having used your company. They might feel safer, calmer, exhilarated, more confident – all of which makes them happier.

If you know how people respond emotionally to what you do, you can pitch your proposition in these terms – like BMW. It’s powerful and persuasive marketing.

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