Best day of my life

I hope you will not be dissapointed, but the title of this post is only a test!

I was wondering if a post with this title would trigger lots of visits… if it doesn’t, do you think the title “worst day of my life” would have been better? How a about a more “spicy” title? Does sex really sell?

The real purpose of this post is to gather some toughts about communication and human emotions.

Take a look at cars. A car might be a great piece of engineering, with great horse power and the latest technologies -BMW is a driving machine, isn’t it?, but without an emotional side it’s only a car - BMW is about the pleasure of driving!. In a similar way, oder car manufacturers use emotions like Volvo using family and security or Toyota using clean energy and sustainability.

But, why is that? Why are emotions so important?

Imagine "the human mind" as a rider atop an elephant, or an alligator hunter wrestling an alligator. In both metaphors the person (the rider or the alligator hunter) represents

your conscious, rational side of the mind and the elephant or alligator represent

your unconscious, primal, emotional, automatic side of the mind. You see how the person, the rational side is at first under control, but also, how emotions can suddently pounce without warning! Emotions are difficult to control and can easily take over the situation!

In this sense, during the “purchase process”, the rational (rider and wrestler) gives the OK signal for a purchase, and it is the elephant or alligator that takes care of the rest. Rational thought leads customers to be interested but it is emotion that sells! It is emotions that engage and trigger action, with all their power and innertia!

As a marketer, you will have to build communication strategies and brand values that help you capitalize on emotions. Don't always chase "share of wallet – chase "share of heart". Always reassure on the rational, on the product features and quality, but, try to involve as much emotions on the final purchase decision proces! 

On the coming days I will gather some toughts about SEX and advertisement! I suspect SEX doesn’t sell as well as we tend to believe. By the way, the new Mercedes S class has 8 AIRBAGS! More to come!



Posted by Ignacio Molins