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Are you aware of the powerful emotional triggers that influence customer buying decisions? If not, check out this blog today!
To choose a product, a customer must make a conscious buying decision. This buying decision is based on subconscious emotions and triggers. While looking for influencer buyers, you must consider their emotional mindset. Understanding human psychology and behavior is necessary to create aspects that drive required action. You need to craft better messages to position the customers better. Emotional triggers make it easy for companies to capture customers’ attention if used well.
You can use these emotional triggers to improve the buying process and customer relationships.
Fear is an important emotional trigger, such as FOMO. Fear of missing out or FOMO is an emotional trigger that helps customers buy without conscious thought. Fear is an emotional trigger that can escalate how one thinks and reacts. The entire thought process and conscious thought are reduced when one is grappled with fear. Sellers take advantage of this emotion to ensure the sale comes through. This is possible when you use highly effective practices that drive fear and eventual results.
Example: “ This is the last chance to grab tickets for this event.”
Trust is what you want to do to gain customer loyalty. Emotional triggers like trust help you gain more audience and align marketing activities accordingly. You will buy from customers you trust over others. You need to be transparent in your information and marketing to gain trust. Reviews, customer testimonials, and customer feedback are great ways to ensure you get customer trust. Trust is a great emotional trigger that helps customers stay invested in your brand. Gaining trust is hard and difficult. Being transparent and clear is important to ensure customer trust is intact.
Example: “We want to deliver the best experience to you. By filling out this survey, you can let us improve our service to meet your expectations.”
Time is an emotional trigger you can’t ignore. You can instill FOMO in a customer by keeping a time limit. You can set a time limit for the purchase and set the response you want. This will speed up the decision to buy. You can influence customer decisions in a way like never before. Promise your customer that if they buy within X time, they will get the delivery in Y time. This will ensure they purchase their product in a fast manner. Time is a great trigger that helps you make quick decisions and commitments.
Example: “Buy within 24 hours to get 200 worth of products for free.”
Values are crucial for any company. In most cases, values are the driving force. Another value is the outcome we can expect from a product. Many customers (more than half), make important buying decisions based on value. What is the value they are getting? Is it more or less in the long run? This ties in with the concept of customer value and how they expect it to be a driving force. Decisions are based on value and overall outcomes over anything else.
Example: This is the product’s value – your customer journey is 100x times better.
Guilt is a great driver of emotions. Everyone experiences guilt. Guilt can take different forms – it could mean buying expensive items, choosing something over others, or being late for work every day. Guilt is a dominant emotion. A powerful tactic used by marketers and sellers is making customers feel guilty. For example: If you want to sell healthy food, you can drive guilt with unhealthy food packaging. Guilt in marketing can also be very off-putting. It could range from choosing organic food despite the higher prices or splurging on cosmetics and beauty products to other impactful things such as lack of product-market fit and more.
Example: “With the money you spend on a Pizza, we can provide a child with textbooks.”
Everyone wants to belong to a community. It is important for everyone to feel like they belong to something. If one belongs to a place, they feel good. For example, I am from India. This identifies us with a common group of people with the same roots.
This ties in with customer marketing since belonging can be used as an emotional trigger to make the product more accepted in the community. We join an art class to learn and also make new friends. You want to be part of a certain branded gym to identify with the partners and other members. This impacts the social skills, intellectual connection, and health of customers.
Example: “Become a member for a lifetime of friendship”
When you think your product needs a segment of customers, you need to involve a leader. Leadership needs to be involved in selling. Your marketing team also needs to improve customer value. You need to find products and people that match each other’s interests. This will let you be involved with customers in their best interest. You need to use thought leadership to drive better sales outcomes and results.
Example: “We have with us a reputed leader who seconds the importance of the product in your success journey.”21
Emotional triggers help give the final push to improve the product and further the sale. You can improve conversions with emotional triggers. You can include an emotional trigger at the sales funnel and communications journey step. Know the reason behind the brand identity and build your case around it.
Stanley Deepak is an accomplished sales and marketing professional with 15+ years of experience. He loves tech products and book reading. He writes on philosophy and culture on LinkedIn.
Published July 11, 2022, Updated March 02, 2023
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