The Emotional Appeal of Your Business

16 06 2010

When we try to change the behavior of other people, the authors of Switch: How to Change Things When Change is Hard point out that our first instinct is to teach them something—give them lots of facts and figures. But the most effective change comes when we appeal to other’s emotions rather than their intellect.

Take for example Silpada Jewelry’s recent magazine advertisement, appealing to women who want to start a business and depicting that woman with her family. Large photos and the following text:

“I never run out of vacation days.” When you control your time, there is no need to ration vacation days. “I spend more time with my family, earn a great income, and grow in ways I never thought possible. I truly love my life.”

Those are powerful words that appeal to our emotions. Who doesn’t want to spend more time with their family? Who doesn’t want to control their own time?  Who doesn’t want to earn a great income? Who doesn’t want to love their life?

In Boom Start: Super Laws of Successful Entrepreneurs, they state that a product (or service) is made up of three components: core, tangible, and augmented. The core of your product is its emotional essence. For example, the core of McDonalds’s restaurants is Family, Fun, and Friends. Sure they are selling great hamburgers, fries, and a drink—the tangible product—but more importantly they are appealing to us at an emotional level. And then just in case we become bored with the “same old,” they augment with upbeat advertising, Ronald McDonald and his friends, and the world famous Golden Arches.

As you think about your business, first focus on the heart of your business, the core that stirs emotions. Start there as you prepare marketing material for your business. In order to convince people to buy your product and/or service, pay more attention to the emotional appeal and less to filling the space with facts and information.

Bev McCrostie, M.Ed.
Coaching Small Business Startups


Love, Swing, Hate

26 04 2010

Do you spend most of your time trying to convince people that they should love your product or service? 

My youngest sister April shared with me the advice she received for presenting at seminars: “1/3 of your audience will instantly like you, 1/3 will instantly dislike you, and the last 1/3 haven’t yet made of their minds. Don’t waste your time trying to cater to the 1/3 that dislikes you.”

What is it about human nature that won’t allow us to accept that some people just won’t like us? Rather than spend time and effort trying to coax people into loving our product or service, focus on those who already love us or those who haven’t made up their minds yet.

The advice Dr. Gary Rhoads gives in Boom Start: Super Laws of Successful Entrepreneurs is to focus on the Love Group – your loyal customers. Discover first what your loyal customers love about your product or service and then take that message to the undecided and the uninformed – the Swing Group. Build your energy around comments from the Love Group and then use that energy to sell to the Swing Group. Let the Swing Group see your product through the eyes of your Love Group.

This week discover what your Love Group loves about your product or service. Then share that message the next time you are networking with potential customers.

Bev McCrostie, M.Ed.
Your Unlimited Potential
Coaching Small Business Startups