Okay, speak up.
Who else likes to think we all make smart, logical buying decisions, based on facts and research and not on emotion?
Like most of the successful entrepreneurs – we often give ourselves too much credit.
No. I’m not saying we’re a bunch of suckers – but there’s irrefutable proof that the real reason why we make a purchase is almost always not the reason we give ourselves.
We buy on emotion and rationalize with logic.
Look at this ad from NetJets:
You can argue all you want about how owning your own private plane is a good business decision (convenience, time-saving, etc.) – but the reality is that private jet ownership is a status symbol, and by some circles, a measure of accomplishment.
Jet ownership is one of the best things you can do for your ego – to look smarter and richer than others (and I’m okay with that).
What about this ad from Ernst & Young:
Notice in the copy, they’re not trying to sell you on all the reasons why they might be the best, brightest, or most cost effective in the industry – the focus is on appealing to the emotional response of prestige, confidence, and the promise for advancement.
On Wordstream’s blog, a 2007 study conducted by Carnegie Mellon University tested the impact between emotions and cold, hard statistics.
In their example, they used an appeal asking for aid to people living in dire situations in Africa.
The first appeal offered elaborate statistics on the food shortages and travesties in the area.
The second appeal was a simple story about a girl who was starving in Zambia – including a picture.
The third appeal was a combination of both.
Here’s a photo of the results:
The second appeal (story only), earned an average of 66% more in donations than the next highest appeal.
So whether we’re talking about donations or selling someone a million dollar jet, try appealing to their emotions to dig deep on the real reasons why someone is buying from you, and notice the difference in response.
In your corner,
P.S. If you thought this tip was insightful, imagine what kind of a competitive edge you would get as a member of The Predictable Profits Insiders’ Club!