People buy with emotions. The logic often comes afterward.

Keep this in mind when crafting your marketing. If you focus on logic, your message will inevitably get stuck. But when you tap into emotions, watch out… you’ll hit a powder keg.

Zig Ziglar put it best, “People don’t buy for logical reasons. They buy for emotional reasons.”

Guess who understands this? The big-time marketers:

• PETA uses shock in their print ads

• Budweiser uses love in their Clydesdale/Puppy commercials

• The American Cancer Society uses fear in their anti-smoking commercials

Emotion cuts through the clutter.

So, instead of saying:

20% Sale Now Through The End of The Month

How about:

Hurry! Our 20% Sale Is About To End!

Instead of:

Manufactured With Care

How about:

Proudly Made in the USA

Experts say there are five motivators of human behavior:

Fear

Love

Greed

Guilt

Pride

Ask yourself: Is my marketing tapping into one or more of these emotions?

If it’s not, your message is probably timid and watered-down.

Emotions speak the everyday language of people. And people don’t buy what they need as much as they buy what they want.

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