So it is true that I’ve gotten push back on my assertion that people buy their emotions. Usually people say well know what they wanna do is buy a car.
And I say yes but even before their decision to buy a car has been formed I again propose that their emotions are at work.
Maybe something is missing from their life. They want to fill that gap with some thing that eases their emotional angst.
Or maybe they’ve come into some money and they want to demonstrate their wealth.
These are the kind of emotions that drive consumer behavior.
So let me give you an example of something that people do every day that is pure emotion and see if you agree with me.
I am talking about media consumption. People interact with media from anywhere from 2 to 12 hours a day. Every single day. They do so based on their emotional triggers. Maybe they’re just plain lazy. And they make a choice to fulfill that emotion by doing nothing except possibly being programmed.
Maybe they want to fulfill their fantasy and watch a comedy a romance or a violent piece of content. All these choices are based on emotional triggers that are in the audience.
That is why the streaming companies can produce constant faster than people can consume it. Because they have got emotional triggers figured out.
Now of course I do it just like everyone else so this is not judgmental. At this point I am usually aware that I am interacting with content based on my emotions. My real point here is that media consumption is a choice. Media consumption is a purchase. You are willingly exchanging your time to have your emotions satisfied.
Now if people were more aware of their emotional triggers or were better able to discipline them they would consume less media.
For marketers that kind of question really doesn’t matter. We do need to recognize that people consume their emotions. It has come to the point where that is essentially they’re driving force on a daily basis. They eat their emotional triggers they dress according to their emotional triggers they consume media according to their emotional triggers.
It is our job to understand the emotional triggers They are in our customers and deploy them in front of them so that they decide to spend their time or money with us.
That are in our customers and deploy them in front of them so that they decide to spend their time or money with us.
Again this is not judgmental. I came to this conclusion after not only studying marketing but my own consumption habits and the consumption habits of those around me. It is an epiphany moment when you understand that people buy their own emotional triggers.
Again, our job as marketers is to think about the emotions that are in the customer. What do they want? Not in terms of the product but in terms of the emotional triggers wrapped around the product or associated with the product. It will make your marketing task easier and more in sync with the customers actual needs.
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