Every decision people make is emotional.
Mathematicians, engineers, even moguls may say they make business decisions on data – but even these disciplined thinkers can’t stop their emotions interfering with their decision making.
Data gathering and deciphering can help us explain our decision but they really only prop up the emotional decision we are making.
Some researchers even say humans make a decision unconsciously 7 seconds before we even know we have made a choice. So, what is making our decisions? Our unconscious and emotions. Which means they are running your prospects decision making too.
This is why although many industrial businesses present facts, figures and technical specs as a reason to choose them, they often discount or don’t include messaging that addresses the emotional side of decision making. The feeling of ‘they get me’ or ‘they feel my pain’.
Like all humans your customers fear they could make a wrong decision about a product investment. Addressing how they feel (not think) about your product/company gives them confidence they are making the best decision for them and their team.
It doesn’t mean we all have to sit around the bonfire and spill our guts, it just means try to understand who you are speaking to and what they need from you. What are their concerns and how can you solve them – as well as some facts and figures so they can feel like they are making a choice based on logic even if the research says they are not!
For help creating robust messages for your products please contact Annabel Huskinson 021 745 663 annabel@oncallmarketing.co.nz
