Heart & Sold
Want consumers to open their wallets? Start by getting them to open their hearts.
Win the hearts of consumers, and their minds will follow.
Marketing success starts with the heart. The supreme challenge
is not merely to market a better product but to build into your
marketing plan a message that speaks to consumers on a personal,
emotional level.
You're not sure how strong the pull of emotion is? Then
flash back to a memory you have of an important moment in your
past. You're probably flashing back to an emotional moment. You
might have laughed. You might have cried. But you remember that
moment because it triggered an emotion.
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The pull of emotion. The power of the heart. It's a power
that we as marketers can harness.
Consumers won't admit it, and most often they don't even
realize it, but the heart overrules the head in almost every
purchase decision almost every time.