Even when you’re marketing products to engineers, you cannot assume that the purchase decision will be based on a rational analysis of features and costs. All buyers are influenced by their emotions, and a huge component of purchase decisions are based on emotions and “gut.” To increase your sales, it’s a good idea to pay attention to how you make your prospective customers feel.
Need help upping the emotional content of your marketing materials? Give me a call. As your marketing writer, I’m here for you.
|MAKE AN EMOTIONAL CONNECTION
People are very emotional beings. Which is why if you want to get people excited about the prospect of buying your products and services, your marketing materials need to connect with them on an emotional level. Luckily, there are many different ways through which you can do this. For example, you can:
- Choose appropriate visual images – Sometimes all it takes to make an emotional connection is a photo. If you’re selling wedding photography, Hawaiian vacations, landscape design or some other highly visual products or service, the choice can be easy. But just about any other category can benefit from the right images as well.
- Help prospects “taste and feel” your product – The right words can help people connect with the satisfying crunch of your snack chip, the luxurious feel of your plush armchair, or the amazingly lifelike images on your gadget’s screen.
- Give prospects status – What will be the social implications of this purchase? Will buying
“free range” eggs enable buyers to put their values into action? Will their landscaping project make them the envy of the neighborhood? Will your software help them improve their performance so they can build their reputation among their colleagues?
- Speak directly to prospects – Keep in mind that nobody cares about you. All they care about is what you can do for them. To make an emotional connection, your text should be more focused on “you” than on “we” and “us.” Not sure where you stand here? Try entering your url at this handy “customer focus calculator”.
The reality is, people will remember how you made them feel even if they don’t remember exactly what you did for them. Take care to ensure that your website, brochures and other marketing materials make them feel good right from the start.
CUSTOMER SPOTLIGHT: EVOLUTION MECHANICAL
Evolution Mechanical provides comprehensive commercial HVAC (Heating, Ventilation and Air Conditioning) and refrigeration services to clients throughout L.A., Orange County and the Inland Empire. In addition, they are also highly knowledgeable energy consultants that offer a full range of energy management services.
Take a look at the website I wrote for them to see what I did to make that emotional connection with the reader – including speaking directly to prospects and playing into the implied social implications of the hiring decision (since, after all, if the facilities manager does not keep the HVAC systems operating properly, he or she will have a lot of unhappy people to deal with).