It used to be that using FAB’s (features, advantages and benefits) was the way to effectively promote to achieve sales. Today, things have changed. Psychology has upped the game by identifying how Emotional Intelligence also has a role to play too.
It’s all about the emotion that is associated with a customer’s needs.
Take these cakes.
They look pretty and attractive and probably aren’t that nutritious or healthy to eat, yet they sell well because when they are seen, they raise strong emotions in many people.
It’s this emotional reaction that makes them attractive and what makes them sell and in demand; nothing to do with food at all.
So, when it comes to working out why people buy from you, it’s not just about the benefits your product or service provides, it’s also about establishing the key emotional triggers that are most motivational to your customers and prospects.
Get this right and you will create your most powerful marketing ever.
So, remember to take Emotional Intelligence into account when researching why your customers buy.
Make sure that you identify their ‘Wants and Worries’ and then make sure that the benefits that your product or service provides supports these emotional needs.
If they don’t, you could lose out to your competitors, even though you might clearly provide a better service on paper.
Apple is the master of taking this approach, that’s why Apple users are so passionate about the company and its products.
Take a leaf out of Apple’s book. When you do, and use Emotional Intelligence to market your products, you will find out that you really can have your cake and eat it.
Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.
Posted by jdw 
FCG, Ely - in the heart of East Anglia 