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Does your marketing pass the coffee shop test?

By Jim Connolly | May 10, 2021

Coffee shop marketing

Last month, I shared an important idea with you about logic, and how it can absolutely ruin your marketing and sales results. You can read it here.

The article was popular and attracted a lot of feedback. This included a request from a number of readers, for an example of the idea in action. And I remembered this one. It’s extremely short but makes the point with absolute clarity. It comes from one of the industries that really nails the concept.

I’m talking about coffee shops. Consider the following.

  • 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 own super-comfortable chair.

But people, including your prospective clients or 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 possibly losing you a lot of money, too. Your service or product may be less expensive, more premium, faster, or better designed. All those things are valid reasons why you should gain a huge chunk of your marketplace.

However, are you explaining how your service or product will make your prospective customers feel?

If not. Then start.

Because logic tells. But feeling sells.

The switch from selling based on logic to selling based on feelings is not just important. It’s essential. I hope this short post has caused you to think about a more feelings based approach to your marketing message. More importantly, I hope it motivates you to at least test it and compare the results.

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