Why do people buy your product? If you pile up enough benefits to outweigh the prices of buying it, does one automatically close the deal? It doesn’t always happen, does it? Consumers aren’t calculating machines. they’re soft, warm, breathing humans with emotions that assign meaning and private significance to your products.
How do potential customers evaluate your products (or services)? How do they trade off various factors before deciding? How are their emotions involved within the process? Consumers–whether they know it or not–use up to 6 categories of emotional criteria once they plan to purchase your product.
Technical criteria relate to what your product does. Every product performs a function. it’s going to also perform additional functions or have features that make it easier to work or use. If your sort of product has been around for a short time , everyone assumes it’ll perform its basic function. Marketing battles are fought on the bottom of additional features and simple use.
Does your product perform its core function better, faster, or more smoothly than your competitors’ products? have you ever enriched your product with additional features? Is your product easier to shop for and simpler to operate?
Economic/sacrifice criteria relate to cost . Consumers sleep in an approach/avoidance world. Your product’s benefits are during a tug of war with its price and therefore the effort it takes to get it. for many consumers, the psychological cost of paying for your product reduces their enjoyment of it. Several emotionally significant factors influence the utmost price you’ll charge for your product.
How closely does your product relate to the buyer’s needs? How unique is your product? does one charge a “fair” price? Is paying the selling price socially acceptable for your customers?
Consumers also are guided by what others demand or want. Some potential buyers must obey legal requirements and this loss of control could also be frustrating. Consumers also feel obliged to think about the requirements and desires of others, like their spouse or children.
Does your product help your customer suits any legal requirements? Can your product be made more appealing to your customer’s children or spouse?
How does your product or service fit together with your potential customer’s group or personal identity? Consumers belong to social groups. They face potential embarrassment if they do not conform. in order that they constantly attempt to strike a balance between group membership versus visibility and self-esteem. Any product or service that increases their self-esteem is emotionally satisfying.
Does your product help your customer express their identity? Can your product be described as “upscale” or “exclusive”?
Consumers want to attenuate any risk that they’re going to regret their purchase later. the simplest solution is to avoid responsibility completely and trust the recommendation of others, preferably an expert. Consumers also lower their risk of future regret by imitating the buying habits of others that they assume are “in the know,” by trying to find guarantees, or by basing their decision on your reputation.
Are you ready to offer endorsements from recognized experts? does one have testimonials from satisfied customers? does one offer a robust guarantee? Is it possible to supply a free trial or sample?
Intrinsic criteria relate to your product’s basic nature–how much the buyer “likes” your product. Appeal to your customer’s senses. How does your product look, feel, taste, smell or sound?
Curiosity is another intrinsic criterion. Consumers are always trying to find something new and different. Familiar products are reassuring, but they’re also boring. The trick is to not go too far. Every consumer has an optimal level of novelty and complexity that maximizes their curiosity and their desire to satisfy it. If you push beyond the optimal point, they’re going to return to the familiar.
Is your product “refreshing” or “alluring”? How about “enchanting” or “elegant”?
If you focus only on rational behavior, then you select to ignore enormously powerful emotional forces that ultimately make your customer’s final judgment . The rational argument should already be won by your product’s top quality design. Creative innovation, savvy pricing, and persuasive presentation will win your customer’s emotions.
*The six categories of emotional criteria were developed by John O’Shaughnessy, and Nicholas Jackson O’Shaughnessy, The Marketing Power of Emotion (New York: Oxford University Press, 2003).