Emotional engagement has always been a major factor in selling. Persuasion is much more powerful when it gets people feeling something that means something to them, rather than just thinking about it.
Back in the days when there was only face to face selling, customer engagement was about physical touches, facial expressions, gestures, tone of voice, and engaging conversation. Online, there are ways to use words and pictures, layout and design, to create the same powerful eCommerce attraction to your product and your brand. Let’s look at some ideas, and also end on a thought that might sound counter-intuitive.
The first way is to have a real story to your brand that people can get interested in. If you have a rags to riches narrative that demonstrates the development of your brand and the values and drives that have brought it to this moment, then customers have something to latch onto and relate to. Use storytelling to grab their emotions.
Another emotional trigger is the aspirational sense of what it means to use your product. For this, you can use graphics and design as well as words, to show that owning your product or using your services means life becomes freer, more successful, enhanced. Use images that indicate that the people who are loyal to your brand have the kind of lifestyle others would want too.
If you want to use campaigns and deadlines and limited stock messages, you can make use of the FOMO (fear of missing out) to promote sales. If the bargain is only available until Tuesday afternoon at 5pm, those who were casually browsing, possibly considering a purchase towards the end of the week, might find they have an urge to seize the moment and buy now before it’s too late!
There are other ways to use emotional triggers – instilling fear and motivating greed – and they’ll probably be successful. But – and here’s the counter intuitive thought – in a day and age where media manipulation can be exhausting, some customers are welcoming honesty and down-to-earth messages that don’t look to control or manipulate them.
Advertising good products that are worth promoting, and shining a light on emotions that will actually be conducive to the kind of lifestyles that are good for everyone – these are always powerful motivators. Just a thought.