For all small business owners out there, I’d like to pose a primary question, “Is your product sold with emotion or intellect?” Now some of you will think this a silly question and immediately answer, “Both!”. It’s not so silly.
A cruise line needs you to imagine yourself having the time of your life on their cruise. Everything they say and do uses an emotional (experience-based) appeal. They show images of exotic ports of call, elegant dining, well-dressed, good-looking people dancing and families having a grand old time. Other than price, which is downplayed, is anything mentioned to get you to make your decision on an intellectual basis. All copy is directed to describing wonderful experiences, new friends, and everlasting memories.
Tools, on the other hand, are sold using a strictly intellectual (fact-based) approach. You’ll read about the fine workmanship, excellent materials, lifetime “replace it if it breaks” guarantees, and testimonials from professionals and “do-it-yourselfers”. You make your decision based on facts and how the tool fits the your needs. No “imagining” necessary.
Let’s get a head start. Below I list, as a guide, products that most often use emotional approaches and those that use intellectual approaches.
Does Your Product Fit The Emotional Or Intellectual Model?
- Beauty products
- Wine and Spirits
- Candy and Snacks
- Soft Drinks
- Books & Magazines
- Home repair
- Financial Services
- Auto Repair
- High-ticket technology
- Professional Services
- Work Tools
P.S. – There are notable products like automobiles or new homes that do use a two-tier approach. First they use emotion to get people imagining themselves driving the car or living in the home, then use facts and figures to close the sale.
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