The Customer’s Emotion and Its Importance
When we have ourselves in a serious sit down with our business partners to discuss why our business isn’t selling, we often blame it to the logical side of our products and services.
When we say logical side, these are the technical details we put into our products—taste, color, packaging, texture, and other physical details.
The next thing we do is find ways on tweaking these details according to what we think is wrong about our product, perhaps a slight change in packaging design, a half-step back of wrapper color, or maybe, a change of ingredients.
There is nothing wrong with it. Tackling the logical side of business (of our products and services) is part of every marketing strategy.
However, what I am trying to say is, most marketers often ignore—or take for granted—the idea and existence of customer’s emotion in the buying equation.
Customer’s buying emotion fall into six categories. These are security, pride, satisfaction, desire, fear, and comfort.
Some expert also considers lust and obsession in the category list, but to me, and to most people, these two belong to desire.
First off, this is not written to obliterate and disregard the idea of tackling logic when it comes to scrutinizing your sales problem.
It is written to remind business owners that customer emotion is the real buying factor in business and not logic.
Most people buy because they feel like buying for a reason. People don’t buy because they fall in love with the packaging.
Or they love the texture of a certain candy wrapper. We don’t purchase because the product has a wonderful typography in its box.
We don’t buy a certain sterilized milk over cereal because we love the hue and saturation of the latter’s packaging compared with the former’s.
Google doesn’t buy an emerging small business because its owners are cute or because they have an angelic face. People buy because of reasons, of personal reasons.
Why do we buy? We choose chocolate cake over a French pudding because it’s more appropriate for a birthday celebration, while the latter is for a typical afternoon snack.
You don’t want to be the office’s laughing material if you bring a piece of unpalatable pudding for her birthday, right?
That is pride. If you were one of those million people who fell on-line, set-up a tent, and spent four cold nights outside the Apple Store in New York, then you felt the fear of not being one of the first people to have the newest iPad.
You buy all John Lennon’s CD releases even though you already have his entire song and album in your iPod; that is because, you feel a pang of satisfaction inside you every time you do so.
You buy a bottle Yakult for comfort, because forgetting to drink one after every meal makes your stomach irritable, and because you are kind of obsessed with the idea of having lactobacilli warriors on your stomach as portrayed on TV.
You buy because you like it because you desire it because having that desired product gives you emotional fulfilment, or perhaps, security.
Therefore, the reasons for our purchases lie on emotions, on what we feel, on what our internal senses believe.
So when you design a product, or when you come up with a service, always think of your customer’s emotion, because they are buying with their emotion.
If you’re a skin whitening soap inventor, you shouldn’t be focusing only on your products capacity to make people’s skin whiter, but you should understand why people desire to be a bit fairer and whiter.
Now, with that understanding, you will be able to put logical details in your product that aims to target your customer’s emotion.
So with this whitening soap, your target market is the Asian women. We can say that Asian women desire to be whiter because of the Western figures they idolize.
Perhaps putting a Caucasian model on your packaging or putting an Asian model with white skin on its box can get your market’s attention. Well, that is only an example, one that is very common with whitening products in the market.
That also translates to all your marketing strategy
Yes. Prioritizing customer emotion doesn’t only translate into packaging or the physical attributes of your product; it covers the entire marketing strategy for your business.
Always remember that emotion is the subconscious factor that makes people buy. If you are promoting your service on social media—social networking sites, blog, or in your personal website—don’t take your customer’s emotion for granted. Don’t be insensitive to your target market’s emotion.