Marketing With Logic and Emotion

A couple of days ago our refrigerator conked out.

A repairman showed up today to take a look. The verdict? We’d need a new freezer coil. The cost was close to $1,000 and would take almost a week to get the parts.

A new refrigerator was about $2K. And that’s the option I chose. It will arrive tomorrow. Logically, I could have saved more than $1K if I’d chosen to get it fixed. But emotionally, I didn’t want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $1,000 more.

All buying decisions are emotional, not logical

When a client decides to work with you, they may justify it logically, but ultimately, they chose to get your help because of how they feel about you and their situation.

They will choose the option that feels the best to them

In most cases, people buy professional services because something isn’t working for them.

And that decision is always emotional.

And they also want things to work better for them … Read the rest