There is one indisputable fact, one “Marketing Secret” that transcends gender, income, white-collar, blue-collar, Millennials, Baby Boomers, race, Liberal, Conservative…
So why the heck are we marketing based on price, convenience and features?!?!
A few years ago, Jeep recrafted the Cherokee. They updated the body, made it sportier and turned it into a rolling entertainment center. Within 3 weeks of seeing the first one on the road, this marvelous little marketer had his fanny planted snuggly in my very own.
You see, I’m a “Jeep guy.” I traded my old Grand Cherokee to get the new model. And, as a masterful marketer and contentious consumer, I read all the reviews. I learned about the 9-speed transmission and it’s trail rating. But the truth is, that was all a way to justify the purchase to my wife … I made my decision when I saw the first one rolling down the road!
Don’t judge! I’m no different than any of you, my dear readers …
We make DECISIONS based on emotion and JUSTIFY them with logic.
A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides—shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision.
~ Jim Camp; Decisions Are Emotional, not Logical: The Neuroscience behind Decision Making
There is one indisputable fact, one “Marketing Secret” that transcends gender, income, white-collar, blue-collar, Millennials, Baby Boomers, race, Liberal, Conservative…
We are all just people! And people are ruled by emotion.
Do you want to appeal to more Millennials? Appeal to their human emotion … it ‘aint rocket science (unless you are, in fact, selling rockets).
So why the heck are we marketing based on price, convenience and features?!?!
Don’t try to tell your whole story in each ad
Emotional decisions are built on micro-content and logical justification is built on macro.
If we can all agree that emotion drives logic, focus on your short “pick-up lines” and provide access to more info – usually on your website.
Sorry, you ARE a commodity
Even if you have the only branch in town, people have several great online options for banking. But most people walking into your branch drove by a few Huntingtons, Well Fargos, Bank of Americas or Chases to get to you. They can get checking, savings and loans literally anywhere.
So, turn the table on your traditional message. Don’t talk about what you do – everyone does it … talk about WHY you do it!
Life Milestones
Emotions with the most impact are fear, pride, excitement, hope, devastation and elation. You know, those times when your world is spinning: Marriage, babies, moves, new jobs, loss … life’s milestones. And EVERY milestone has financial implications. Sell to them!
“When daddy’s ‘little girl’ had a little girl of her own…”
“When a ring wasn’t jewelry, but a bond…”
“When that ‘Welcome Mat’ was the most welcoming site I ever saw…”
“When my little boy took his very first breath, so did I…”
That is emotion! That is when people need you most! That will differentiate you from banks too lazy to SHOW that they care.
For another article about Life Stages (From our old blog site)
8 Life Stages You Should Market To
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