Don’t turn your customer into a Vulcan
How is your brain wired?
Unless you are a functioning psychopath the following is true.
Looking at rationale versus emotion in creating an online decision you need to be careful about how you direct the conversation or push the sale. As the title suggests if you lead with price you immediately run into trouble.
How many social media posts do you see that lead with price? A lot. What’s more, they are competing on a global scale – is it really the best price in the world? So how about those price comparison websites that offer cuddly toys; here’s someone that’s done their research. “Toying” with your emotional state – you start believing they will provide the most logical solution.
In a previous blog post I talked about entertaining your audience before pushing the sale (Stop pushing the SALE). The same is true here. What you also need to be aware of, if a decision has both positive and negative associations the negative nearly always wins, why? Because we are wired to believe it is an easier, safer decision.
If you lead with price you turn your audience into a Vulcan, an unemotional being who is much, much harder to convince.
I have to thank Baba Shiv for pointing this out to me, he’s the Professor of Marketing at Stanford University and researches human decision making.