Over 90% of our purchasing decisions are sub-conscious. We are less logical than we would like to think. Many of us read reviews, we compare prices, quality, durability and many other factors before making a purchase. But at the end of the day, there is one subconscious factor that determines whether or not we buy something…how does the experience of the product (or service) make us feel?
Tony Robbins says, “People don’t buy products, they buy feelings.” As it turns out, he is right.
The major ad companies have known for years that people buy feelings. Coca-cola doesn’t sell drinks, they sell happiness. Keller-Williams doesn’t sell homes, they sell comfort and togetherness. State Farm doesn’t sell insurance, they sell peace of mind. Lexus doesn’t sell cars, they sell luxury.
I think you get the point…
If you want people to buy your product or use your service, you should ask yourselves, “What are we trying to make them feel?”
Figuring out what you are trying to make people feel is the easy part. The more difficult part is figuring out how.
Video is the most powerful marketing tool on earth (and is arguably the most effective way to influence purchasing decisions). If you are trying to figure out how to make people feel something, video is your best option. TV, movies and even commercials can tap into our emotions in a way that really no other medium can. Video enables you to use a powerful musicbed with breathtaking visuals to draw the viewer into a narrative. Stories keep us engaged and influence us in a powerful way.
If you want to understand the psychology of marketing and truly drive the purchasing decisions of your customers, you have to master the art of selling feelings.