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Logic Vs Emotion the need for balanced sales messages

Written by: James Yuille

Article Overview: Ever wondered why a marketing message doesn’t work?

Logic Vs Emotion the need for balanced sales messages

Ever wondered why a marketing message doesn’t work?

Chances are that the message was completely logical. This especially holds true when the product or service is technical, and even more relevant when the person making the sale has a technical background.

Technical types are typically trades people or engineers. They're into hands on, logical, factual discussion. They're kinaesthetic people who use phrases such as "let me get a handle on this" or "let's roll up our sleeves and get down to it"

They're not used to talking in emotive, benefit rich terms, and therein lays the secret...

People make decisions emotionally and support them with logic. Both elements are necessary for the sale to be made.

Unconvinced?

OK, how many pairs of shoes do you own? Logically, you probably only need three or four pairs; black, brown, a pair of joggers and maybe some boots. Invariably the joggers aren't the $29.95 home brand at the local dime store. They carry a brand name. You know that they cost only a fraction of the retail price to make but you buy 'em anyway.

Your car. You probably spent over $500 on it, yet a $500 clunker will get you from A to B. Buy it cheap, drive it until it falls apart, get another one. That's logical.

Your watch. You can get a $10 watch at any nickel and dime store. It tells the time and maybe the date. That's all you need.

However, our emotions get in the way. We convince ourselves that we need the better shoe; the better car the brand-name watch because it makes us look important, it makes us feel better or whatever.

We associate ourselves with image and feelings all the time. Image and feelings are emotional.

You must look for the emotional hook your product / service offers. People make decisions either to gain pleasure or avoid pain; to move towards something or move away from something. In the business world we see this interpreted as make or save money.

It's not always as simple as money. Less than 20% of buying decisions are purely money based. If all buying decisions were money based, all credit card balances would be cleared every month because you'd only buy what you could pay for.

By identifying the emotional reasons why your product / service is a good idea for your prospect, and by backing those emotional reasons with logic, you'll make more sales.
A simple theory that’s highly effective when used.

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