There is rational buying and emotional buying. Rational buying is the planned purchase, when the customer leaves home or accesses an e-commerce site to buy something they need.
However, emotional buying is different. Through it, the customer buys on impulse, following their emotions. They leave home to buy dinner, but other things attract them, and they take those along as well. See how you can influence this in your customers.
Strategies
1. Use the word you!
Direct your marketing directly to the consumer. First, because the brain understands that they are the most important person. Second, because they will envision themselves using your product again.
2. Comparisons
Allow the customer to perceive the value of your product/service by making associations, like before and after, for example. This is a way for them to realize your
3. Use examples
Theories and explanations are not attractive. The brain prefers things that are concrete. That's why many commercials feature images of people using the products or services.
This closeness to the ideal functions like a mirror for the customer. Thus, their attraction to the product increases, and the purchase becomes more enjoyable.
4. Follow a logic
The customer needs to familiarize themselves with the product before desiring and seeking information. Therefore, marketing needs to follow a logic to educate the customer about the purchase.
Start by making the product visible at more than one point where the customer will pass by. This way, they start to familiarize. After that, provide basic information about the product written in a few words, especially pointing out the benefits.
To finalize the purchase, provide information about the application or details of its action. With these steps, the customer will be ready to buy.
5. Visual elements
Never forget images! Photos, animations, and others that grab the customer's attention are what create the first impression and determine if they will continue accepting the product information.
6. Emotions
Do your best to evoke emotions like sensation of scarcity, urgency, novelty, or authority. These triggers are used in large volumes in digital marketing and can be applied to your business.
7. Right height
Place the product or advertisement right at the eye level of the public. In this way, even if they don't stop to look, it will be impossible to ignore. The brain will remember.
In e-commerce
The customer looking for something in e-commerce has already bought the product in their mind. They already desire it, they're just seeking more information about it to confirm the purchase.
They need to know all the product's characteristics. Thus, they will confirm they made a good choice. At this stage, the offer is also analyzed.
Try to convince your customer to fall in love with the product, valuing emotions and showing how the product will be useful to them. At this moment, it's crucial to employ a language that is clear, simple, and exciting.
Making the purchasing customer feel important, beautiful, and cool are selling tools. Furthermore, feelings of belonging can be a trigger that, in addition to selling, builds loyalty.