With the abundance of information consumers are more rational than ever when they’re deciding on a product. They can skip the emotional ambiance a brand tries to display through advertising because they can listen to what other people (like them) are saying about a product.
Spec comparisons, technical filters, and, most importantly, product reviews are changing the purchasing habits of consumers.
In the past, a brand like Dell could speak to the emotional sensors of their audience. Now it’s difficult to persuade with emotion when all the facts about processing power, memory and graphics are a click or two away.
We’re in an age when consumers trust strangers more than brands.
What we as marketers can do instead of producing more emotional commercials, more emotional ads, we can teach consumers to write reviews from their heart, we can teach them to speak emotionally when they comment on the specs of a brand.
Bold. I know. But the brand that learns how to teach customers to speak like marketers is sure to lead their industry while the others play catch up.
Stay Positive & Teach Customers To Speak Emotionally, Not Just Rationally
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