Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Rationale v Emotion

You’ve probably read about the need to emphasize benefits rather than features in your advertising.

Another way of viewing that contrast is rationale v emotion.

Nearly everyone wants to think they make decisions rationally.  Just give me the facts.  I can assess them and come to the best decision for me, my family or my business.

The truth is not so black & white.

Sure everyone needs some facts.  But we look at those facts, so differently, from such different points of view, it’s almost impossible to predict, with accuracy, what the important facts are for every buyer.

You need to present enough facts so the prospective buyer can rationalize their decision.  But their decision is far more likely to be emotional — based upon perceptions, which you do not control.

So advertise using different themes to different markets.  Focus on different emotions.

You may even need to engage different members of your staff to lead these efforts, because even they are constrained by these different emotions and different perspectives.

Sometimes, marketers conclude they must select the single most effective strategy.

Maybe we need to select any, and every, marketing strategy that is profitable.

Filed under: Direct Commerce, Ideas, Opinion, , , , ,

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