Is logic ruining your marketing results?
And here’s why.
Your prospective customers make purchasing decisions based on feelings. Not on logic. Understanding this principle is essential if you’re serious about growing your business.
Here’s a very quick example of what I mean.
- People don’t visit coffee shops for the coffee.
- They already have coffee at home.
- They pay between 300% and 500% more for coffee at the coffee shop, because of how the experience makes them feel.
Logically, they’d save a ton of money by drinking their coffee at home, sitting in their favourite, comfortable chair. But people, including your prospective customers, don’t make purchasing decisions based on logic. They make them based on feelings. (I explain how emotions drive decisions, here).
If your marketing message is based around a list of benefits, that’s way too logical. And it’s losing you a ton of money. Your service or product may be less expensive, more premium, faster or whatever. But are you explaining how it will make your prospective customers feel?
In short: Logic tells. Feeling sells.