Ditch the logical explanation, and go straight for the heart of it all
Whether you are an advertising professional or a business owner you must immerse yourself in your product to give it the advertising it deserves. Learn what it is that makes your products emotionally appealing to your various target markets and find yourself making the profits you never knew were possible.
If you are looking at your products and taking them for face value then it’s time for you to leave creative advertising to the pros and get back to your extremely important administrative work.
You can’t sell people on just straight-forward logical explanations of product benefits. The late sales guru Zig Ziglar said it best, “People don’t buy for logical reasons. They buy for emotional reasons.”
Keep that in mind as you go over your product and try to find a pitch.
Science and advertising: Don’t take it from Me. Take it from the Ventromedial Prefrontal Cortex!
What motivates clients to get up from in front of the TV, magazine etc. and to go buy your products?
Sure, you can tell your target market that your broom cleans things quickly. But if you demonstrate that the side effect of this quickness will be the extra time they’ll get to spend with their family… simply because they bought your broom, then you’ve stepped into their emotional zone.
As presented in this article by Jonah Lehrer, emotional ties in our advertising actually has an affect on the way people perceive your products. So much so, in fact, that it makes things taste better. Lehrer sites a study by Read Montague comparing Coke and Pepsi, where people actually liked Pepsi better when it was labeled as Coke.
Now I’m not saying you shouldn’t present logical information or that you must come up with completely hair-brained advertising schemes. Not at all.
Just make sure you give the people true emotional reasons to buy from you and that will be the edge you need to win the fierce competition in the marketplace!
Author bio: Sam Zargari is head copywriter at Zed Collective, and has over 15 years in sales and advertising experience.