Sell Wants, But Deliver Needs
Consumers buy on emotion. Women buy beauty products to look like the models in advertisements. Men buy fast, expensive sports cars because of how they think they’ll look driving them. While people buy on emotion, they also justify with reason. Purchases are usually rationalized after buying decisions have already been made. To sell successfully, you need to understand your customer’s mindset—both emotional and rational. First, ask what their emotional triggers are. What gets them motivated, and what scares them? Then think about how your product delivers long-term value.
Marketing that leads with emotion and justifies with reason drives sales. Emotions can be tricky because they are short-lived, so make sure that you deliver real value. The way to do this is to sell them what they want, and deliver what they need. If you’re marketing a fitness program, sell six-pack abs or a sexy beach body. These emotionally charged ads will get people to buy. But then deliver a comprehensive fitness program that delivers immediate value. Eventually customers will get a six-pack, but in the meantime they’re happy with the value of the program. Sell wants, but deliver needs.
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