Emotion trumps logic

Heart coffeeby Tony Fannin, Partner, BE Branded  |

We are often asked, “Do people buy from logic first or emotions?” Most marketers want to believe logic is how everyone makes purchase decisions – the best product, the best price, the best quality, wins. For those who like to make their advertising and marketing pitch, they feel conformable in this arena. Unfortunately for them, they are on the losing side.

The vast majority of people make decisions on emotional factors much more often than pure logical ones. Logic comes in after the fact to justify what they just bought. It seems, this type of information requests typically comes from “left-brain” businesses such as physician groups and hospitals, law firms and tech companies. (side comment: When I ask them about some of their purchases, it ends up being emotional first, logic second, especially when it comes to such items as cars, cigars and alcohol.)

The buzz of “big data” is appealing and provides a ton of information, but many businesses don’t know what they are looking for in the first place. There are only a few key indicators that are important to success and they are different for everyone. As business guru, Tom Peters, has said, “Gather the data, yes. Depend on data, never.” He realizes people are not machines, but illogical and imperfect beings who are driven by their emotion and psyche. Just in case you don’t already know, Tom Peters is an engineer by trade, a McKinsey alumni and a retired Marine. Talk about being left-brain driven.

When it comes to marketing to women, this is even more true (guys, we are as emotional driven as women, but we just don’t admit it publicly. Ego, pride, independence are often our emotional drivers.) Winning her over is the key to business success, B2C and B2B. Hint, you don’t win her with dry, unemotional facts and figures. If that was true, then you should be able to sell millions with only a PDF data sheet. Data is important to her, but not at the expense of the experience and the emotional reason to buy from you. This trend will be growing over the next coming decades. Just look at the predicted make-up of those who are graduating with college degrees. In 2014, there were more women graduating with college degrees than men for the first time in (our) history and the gap will continue to grow even wider. This means, in a few years, the decision maker in business and the family purchase power will be with women.

This year, market with your heart first and win over loyal fans, not bargain hunters who will leave you for a nickel. The rest will come along.

If you are interested in a short 2-page info sheet on this subject, send me an email and I’ll be glad to get it to you. tfannin@bebranded.net



About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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