In my previous post, I highlighted the importance of small business owners identifying their ideal clients. Today, let’s dive into another fundamental aspect that can transform your business – understanding your prospect’s decision-making process.
Here’s the key insight: We buy based on emotion and use logic to justify our purchases. When someone buys a new car, they’re not just after transportation; they’re seeking a specific feeling that resonates with them. That purchase symbolizes a part of their identity. The surprising truth is that most of us use facts to back the choices we’ve already emotionally made.
In our daily lives, we rely heavily on our senses and past experiences to guide us. We choose neighborhoods that align with our values, play music that stirs up memories, and even reach for that volume control when a beloved song from our past graces the radio. These actions are rooted in our instinctual decision-making process, developed over thousands of years of human evolution.
This is where it gets fascinating for business owners: Traditional logic-based approaches like consumer surveys and focus groups often miss the mark, with 90% of new product advertising falling short. Why? Because they focus on what people need, not what they want – the emotional connection.
The key takeaway is clear – to connect with your audience, tap into their emotions, and let your product or service represent what they desire, not just what they need. 🚀
Are you ready to unlock the power of emotion in your business?
