What a feeling!
Have you ever thought of why you purchased something? Let’s take the ‘need’ and ‘want’ reasons out of the equation, which most would start listing. But, why THAT car? Why THAT brand? Why THAT service provider? Did you know the 95% of our decisions to purchase something is made subconsciously? Wait, what?! Yes! Now the saying ‘people buy with emotion and justify with logic’ starts to make sense.
In an article on Medium, Insight Demand CEO Michael Harris writes:
“People do not decide emotionally. The decision to buy is made subconsciously, and these subconscious decisions are based on a deeply empirical mental processing system that follows a logic of its own.”
“Our subconscious/intuitive decision to buy is then communicated to the conscious mind via an emotion. The conscious mind then searches for rational reasons, and that’s how we complete the circle: We justify our emotional signals to buy with logical reasons. Phew, the illusion is now complete that the conscious mind that we identify with is in control so we can feel safe and secure.”
To paraphrase: to move our unconscious decision to purchase something into our conscious mind, it needs to first be coupled with an emotion and then logical information to follow so we can rationalize our purchases.
As a business owner, this becomes interesting as you consider what you are providing your current and prospective client about your service or products. Facts? Figures? A list of tangible benefits? Well, that might not be the best approach… at first. Perhaps, presenting your proposition as a story, idea or an emotion can help stimulate a prospective client’s unconscious mind to start converting.
Let’s take a look at the sales funnel and how we can influence with the emotional and logical messages that are required to convert your clients:
Tapping into that unconscious mind with an emotional message to help your client ‘buy in’ to your idea.
Here’s where logical information is needed. We need to convince ourselves that this is a good purchase and rationalize our emotions.
Bookending your clients decision to purchase with a good feeling creates loyalty and advocacy. An emotional message will help to curb cognitive dissonance many consumers feel after a purchase.
We’ve all been there. An unexplainable compulsion to purchase a specific brand or product. Chances are it was because you had an emotional attachment to it. How does knowing that your emotions are driving your purchases make you feel?