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Apr 11, 2019 16:52:56

[Copywriting] Buying decisions are emotional

by @juliasaxena PATRON | 227 words | 🐣 | 248💌

Julia Saxena

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Total posts: 248💌
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It happens to us over and over again. We are faced with a buying decision. We bury ourselves in research, read review after review, make pro and con lists, and in the end still buy the product we felt like buying in the first place. 

How does this happen? Are we incapable of making rational decisions? 

Kind of. 

Emotions are always driving our purchasing behavior, if we want to admit it or not. Apparently, as much as 95% of our buying decision are subconscious. 

We are influenced by brand names (think about how Apple polarizes and attracts customers even though their products might be technically inferior), images, words, packaging, and much more. 

We can't escape it. Once we've made an emotional decision, we'll try to rationalize it to ourselves. 

Ever bought something a little over the top (expensive handbag, the latest tech stuff)? You likely made the purchase because that item would make you feel a certain way. For example, carrying something from a particular brand would give you social status. You might have rationalized it to yourself later by saying that you were after the best quality. 

How can marketers and copywriters use this to their advantage? 

It means that we are not selling a product or service. We are selling a lifestyle and feeling that is associated with having the product. 

Sell the sizzle, not the steak!   

From Julia Saxena's collection:

  • 1

    @juliasaxena Wait wait what's this about Apple products being technically inferior????

    Brandon Wilson avatar Brandon Wilson | Apr 11, 2019 08:56:46
    • 1

      @brandonwilson I'm using a MacBook Pro myself ;) But if I were to only look for the technical features than I probably should have chosen one of the other Ultrabooks out there. But the design and software component is huge for me.

      Julia Saxena avatar Julia Saxena | Apr 12, 2019 10:41:01
    • 1

      @juliasaxena Okay good you almost went on the naughty list for that one.....

      Brandon Wilson avatar Brandon Wilson | Apr 11, 2019 19:47:32
  • 1

    @juliasaxena Sell the sizzle, that's a great line. But yes, it takes me month of research to buy something new because I insist on remaining rational...what happens is I get set on one thing, read tons of reviews to confirm why I might want that particular item only to find a flaw or an advantage elsewhere which sets me researching the new product with a subconscious desire to go for it...until I stumble upon yet another product. So I have options, but at the end of the day what do I do? Probably go for the first one.

    Gabriel Greco avatar Gabriel Greco | Apr 11, 2019 12:55:19
    • 1

      @gabrielgreco Exactly! Happens to me all the time!

      Julia Saxena avatar Julia Saxena | Apr 12, 2019 10:41:55
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