Marketing gurus tell us that people buy for emotional reasons, then find facts to support their decision.
I saw a great commercial on TV last night which can clearly show you how to market to people’s emotions. The scene opens with two men at a checkout counter in a supermarket. The first man is buying “good for you” food, like tofu. He looks uncomfortable and embarassed as the clerk continually tries to price-scan the tofu and it won’t pick up the price. He glances to the second man, then down at what the second man is buying: He-Man food, like pork ribs for his barbeque.
Obviously, the first man has had enough of being a wimp! He leaves the supermarket, goes directly to a Hummer dealership, and buys one of the huge trucks.
As the ad closes, the tagline reads, “Restore Your Manhood.”
Can a truck really, really make you feel more like a man??? I guess so, according to Hummer.
Hummer is in a difficult position right now, with gasoline prices rising. It will be fascinating to watch how they play on people’s emotions to “spin” the story of Hummer, desperately trying to sell more of the gas-guzzling vehicles.
For all you small business owners out there, take some time to watch TV commercials, and for each one, ask yourself, “What emotion, what promise, are they really selling?” It gives you something to do while you watching all those annoying ads. After all, advertisers spend millions of dollars to produce those ads; you might as well learn marketing theory from them, eh?