Emotional Selling

emotional-sellingEmotions drive most of our decisions, and that includes what we purchase. Nearly a third of advertisers report success from emotional campaigns, double the amount of those who report success from rational campaigns. From the smell of freshly baked cookies triggering memories of hanging out at grandma’s house to a hysterical blog post making a reader like a brand even more, when an emotion is triggered, it nudges someone closer to or farther from the direction of a brand.

Being in tune with your customer’s wants and needs afford business owners the opportunity to bundle products. For example – buy a backpack and get a lunchbox at half price or grouping a free dessert with the purchase of an entrée and a beverage. We see it all the time, but as a business owner, we need to be careful we’re not giving away the store to win the sale.

Considering content marketing’s purposes include forming a connection with consumers that inspires trust, turns them into a lead, and might even spark a sale, the more brands can humanize their content, the more likely they are to incite an emotion that fosters a relationship between consumer and brand. If you’re not connecting with your customers how do you know what they want?

With Bissell Eye Care, the practice gives away a free book to children 7 and under who get glasses for the first time. They understand the how a child feels the first time they receive glasses and have partnered with a local author to supply a resource to the child and their parent.

A professional consultant often will provide a free phone consultation or an initial assessment at no charge. The consultant is willing to offer time to a potential customer in order to establish trust and begin developing a business relationship. Sometimes consultants provide a good better best program – offering tiered services with each service level.

Service bundling can also be offered through multiple businesses. For example – a chiropractic group can partner with a fitness facility each offering a package to their prospective members. Be certain of the business partner’s reputation and service capabilities before opening up your own customer list.

Bundle business for higher revenue. Keep close attention to your financials when bundling to be certain you aren’t giving away the profits. When partnering with a complimenting business, be sure they have as solid of a reputation as you do! Get creative, bundle your services and grow your business!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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