John Melanson

Use Emotions To Make More Effective Sales

Many marketers, myself included, can become detached from our audience at times. Our need for sales gets overwhelming and we can end up putting out some sub-par products on our shelves. 

We never think about who we’re really selling for, is it for ourselves or are we in business to help make someone’s life better by knowing us or using our service or product. 

Purchase a particular brand of cereal and your children will think you’re the
best parent ever. Use a specific shaving product and you’ll exude sex appeal. Shop at a certain store and you’ll enjoy the lifestyle of your dreams. 

Logic dictates that these things simply are not true, but marketing campaigns that work are built around these concepts. People buy into them and prove it with their expenditures of choice all the time. 

Why is it that these marketing campaigns work even for average products
when more reasonable, straightforward and traditional methods might fall
short? 

The simple fact of the matter is that marketing campaigns that appeal to
people on an emotional, or subconscious level can have a huge impact.

When they are successful, logic may tell consumers one thing, but their
emotions will drive them forward to act any way. 

People are simply wired to respond to certain cues. When the triggers for
these cues are tripped through marketing campaigns or other efforts, people will act. 

The secrets of marketing successfully in this manner are not necessarily easy to learn. If they were, every product out there would be a top seller. When the right lessons are studied, however, marketing campaigns can bowl over the competition thanks to the power of emotional appeals. 

Before you can begin to truly know your customers, you need to know
yourself. What is your “WHY?” Are you in it for the money or to make a
difference in people’s lives?