Marketing: Emotional Anchors

By Christopher Zoukis

What does this information mean to the seller of luxury goods and services who wants to market to baby boomers? For one, it means not neglecting this important and wealthy segment of affluent customers. Websites, marketing, and advertising must target baby boomers. Design websites that appeal to and attract affluent baby boomers. For two, it means the websites must be consistently easy to use, so baby boomers will stay on the site. This calls for simplicity of design, more color contrast and larger fonts, which boomers can see and read, because many of them utilize reading glasses.  Image courtesy workhappynow.com

According to the website design engineers at Mix-UnitX, the content of websites needs to be created to target the primary interests of specific age groups. The experts at Mix-UnitX offer the following guidelines:

18-35 Age Group:

            45% of gen-Xers go online for entertainment information

            40% of gen-Xers go online for local and national news

            38% of gen-Xers go online to play games

            36% of gen-Xers go online for information about shopping and products

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A Feel for the Deal

By Christopher Zoukis

From effective language, the book segues logically to evoking emotions.  Sellers are advised to “create not simply a logical but a gut response” from buyers.  Research proves that most people make decisions to buy based on emotion first, followed by logical reasoning.  The illustration provided is BMW’s automobile commercial that declares:  “We don’t just make cars, we make joy!”  The seller’s job is to develop and ask questions that generate emotions appropriate to the buyer’s decision-making process.  Doing so, allows the seller to bond with the buyer during the sales process.   Image courtesy www.cartoonstock.com

Seidman supplies a number of sample questions designed to evoke emotions in each stage of the selling process.  The author advises sellers to remember that gestures, tone of voice, and facial expressions “must support the emotion you are emphasizing.”  In addition, two primary points about evoking emotions are related and re-emphasized:  first, since buying decisions are based on emotions, word choices are important; second, sellers need to “find their voice” by making certain to use their own vocabulary and personality. 

Another powerful selling tool is the power of storytelling.  A specific methodology for using and applying the persuasive power of storytelling is explained in detail.  Seidman’s model is called PET:  P is for personal.  E is for emotional.  And T is for teachable or trainable. 

The stories should be personal, linking experiences common to most people.  First experiences, such as school, kissing, jobs, paychecks, and bad blunders, such as foot-in-mouth comments and accidents or funny mistakes are good sources for story content.

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