EMOTION & DESIRE
How many times have you heard the phrase, “People buy based on emotion”? If you’re trying to educate yourself on the road to being successful, then the answer probably is, “A lot”. The reason for that is that it’s true!
As in so many other things, it was Apple that pioneered the art of emotional branding. Google has followed suit, and so has just about every other successful company. People buy based on emotions, people buy brands, and good branding is based on leveraging emotions. If you’re an author, a speaker or a coach, your name, your books, or your platform are your brand
Here’s a list of emotions used in brand strategies, developed by a top marketing research company:
Love and a sense of belonging
The same company published a list of desires rooted in emotion and included desire:
For freedom and independence
To be leader or first
For instant gratification
To be trendy or cool
To get a good deal or value for your money
For more free time
The common factor to these two lists is that they are egocentric. The consumer does not really care about you. If I’m a consumer, I don’t care about you.
When it comes to writing your bio, or writing descriptions of what you offer, keep this to heart. Don’t write all about yourself, write about what you have to offer that will benefit your potential customer. Don’t describe everything that you will do for someone. Of course that’s interesting to you – but what interests the person reading the copy on your website is how what you offer can solve their pain or give them what they are looking for.
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