Before buying, do consumers ask themselves, “Was this an excellent piece of marketing?”
Probably not. Instead they feel.
Marc Nashaat, one of our marketing consultants at Powered by Search, talks about the importance of emotions in marketing. He shows the difference between heart share and market share; and in so doing he shares some great actionable insights.
Emotional Marketing Transcript:
Good morning. Welcome to the third addition of Inbound Tuesdays. My name is Marc Nashaat. I’m a marketing consultant here at Powered by Search. I want to talk today about an important topic in marketing, and that’s the concept of emotional marketing. Traditional marketing has been rational or logic-based, in which brands or companies are trying to identify the features of their product or what makes them standout against competitors. This sort of thinking has been outdated in that we know now that the consumers, that people in general, make decisions based on emotion. If you can think to any decision you’ve ever made, there’s always some component of emotion there. Often, it’s those emotional triggers that end up leading us to make that purchase or convert on that transaction.
This transcends pretty much any industry. Thinking to SEO tools, for instance, you don’t go and buy an SEO tool; the latest site crawler or your link profile analyzer because you think that you need it, you buy it because you want it, because it will make your job easier, because that will lead to more free time for you. This sort of thinking is present in any vertical, with any product, with any service.
There is an important point that Lee Burnett said here, when speaking about advertising. He said that advertising tells us, here’s what we have, here’s what it will do for you and here’s how to get it. Emotional-based marketing takes a different approach. What emotional marketing says is, “Here’s what you want, here’s why it’s important, and here’s how we can help.” Emotional marketing take the approach of having the customer feel that they want to be a part of your brand, that they would be willing to be an ambassador for your brand; to promote your brand, to share your brand.
Take Apple for instance, they brand their products or the Apple brand as this hip, modern, cool new thing for young and professional people. This sort of branding, this brand loyalty that they’ve created, had resulted in physical fistfights between Android fans and Apple fans over disparities between what they feel to be the superior operating system. Apple’s done a remarkably successful job at emotional marketing because they take the reverse approach to rational marketing. They don’t try to convince you that you need their product, they try to convey you the lifestyle that their product brings. They make you think about how you could feel if you owned an Apple product. That’s what everyone needs to be doing in their marketing efforts. They need to stop considering the features that make them feel superior to their competitors, and they need to start looking more closely at how their customers feel, putting themselves in the shoes of their customers and trying to determine what it is that their customers really want.
This is the crux that we’re right now, and it’s this new way of thinking that a lot of people are hesitant to take on, but there are tons of reasons to support this, besides the multitude of professional speakers that have spoken on the topic. Things like neuroscience, where researchers are using EEGs to track brain patterns and they can see very clearly and very consistently that customers, right before making a transaction, have elicit emotional responses or triggers that led them to make that transaction. It’s an important point for us to remember. On the scale of decision making, the heart weighs a lit heavier than the mind. This is this notion of share of heart, and this is what brands should be going after. You should be going after heart share and not market share.
To finish it off, I just want to leave you with a quote by Orwell Ray Wilson. What he says is that customers buy for their reasons, not yours. Keep that in mind when you’re marketing your products or your services. It’s definitely something that will help you close more leads, build that relationship with your audiences, and attract more customers.