by Silvia Pellegrini
The most difficult things to sell ALWAYS end up being products and services people actually need–the kinds of products and services they feel are almost forced upon them.
When we have to make a logical purchase, like car insurance to protect ourselves and our financial future, for example, we aren’t at all excited about having to do so–even when we know, deep down on a logical level, that it’s the smartest thing for us to do.
There’s just no real appeal in logic, and that’s why the world’s most successful marketing campaigns appeal to our emotions, as opposed to laying out a clear-cut and concise view of why we “need” to buy whatever it is we’re peddling.
Emotions ALWAYS trump logic
When you get right down to it, human beings are tremendously emotional creatures, and the emotional part of our brains–our “lizard brain”–is much older and much more powerful than the logical part.
It’s our emotions that have us diving deep into salty, fatty, sugary foods and popping another notch in our belts, when logic tells us we should be eating nothing but salad.
It’s our emotions that have us feeling absolutely outraged when our favorite sports team loses against its biggest rival, when logic tells us, in the grand scheme of things, it’s really not that big a deal.
And it’s our emotions that have us purchasing that red sports car to capture a little bit of our forgotten youth, when logic tells us a midsize sedan or minivan would make much more sense for our growing family.
Combine emotions AND logic and you supercharge your marketing
This isn’t to say logic has no place in sales and marketing. Nothing could be farther from the truth.
In fact, truly successful entrepreneurs, salespeople, and marketers the world over (and throughout history) have been able to create amazing fortunes and real wealth by combining emotions and logic to create watertight sales messages.
When you are able to drum up the most powerful emotions in your prospects, and then tie and rationalize those emotions with logic, the sale becomes a no-brainer–and absolutely magnetizing.
Want perfect marketing? Use emotions to get prospects so hot for your products and services they teeter on the edge of purchasing, then add that little push of reassurance with an ironclad logical argument for buying.
That’s when the switch flips!
Silvia Pellegrini is Managing Director of Events Uncovered TV. Opinions are her own. She can be reached at silvia@eventsuncovered.tv.
