Humans are fascinating creatures.
While we like to think we’re logical beings who make decisions based on facts, the reality is much more complex.
Sure, logic may weigh in our decisions, but we’re also influenced by a confusing and sometimes contradictory mix of emotions.
We’re not going into all that today.
Instead, I want to look at 5 of the emotional triggers that motivate our buying decisions…
#1: Believability
It doesn’t matter how desperate a problem is…or how strong your unique promise is…if your ideal client doesn’t believe you.
How do you establish your authority? You might talk about your own personal origin story. Or you share case studies from clients. Or you might quote an industry celebrity who has endorsed you.
Perhaps it’s something as simple as showing a photo of you in a lab coat or speaking in front of an audience.
You might need to tone back your claims, even though they’re true, if they stretch believability.
For example, there are times I suggest a client change a strong benefit statement into a question instead. Sometimes questions can get the prospect thinking about the same benefits without creating sales resistance.
#2: Curiosity
Never underestimate the power of curiosity. Curiosity causes people to read your website or your email. It’s why they click the link in your call-to-action.
It’s one of the primary motivations behind book and course purchases. What tantalizing secret will they find behind the curtain?
It’s part of the reason why stories and case studies are so powerful. It’s human interest. You must hear the ending, especially if there are a few surprises along the way.
#3: Hope
Hope helps you overcome whatever obstacles you’re facing. There are brighter days ahead.
People aren’t buying your products or services. They’re buying hope in a solution that makes their lives easier, better, or more fulfilling. They hope to save time. Or they hope to make more money.
Hope is also part of your bigger mission. How are you making the world a better place? What message can they get behind and share with others?
#4: Belonging
Humans are tribal creatures. They need a sense of belonging. Seth Godin describes it this way, “People like us do things like this.”
Our decisions are driven by our internal narrative. This is on full display in politics, but it also applies to the products and services we buy. For example, what comes to mind first about the two statements below…
In the US, Democrats support…
In the US, Republicans support…
Your answer would depend on your own internal narrative and how you feel about these groups.
Now let’s translate that to a product or service. How does your internal narrative about health, fitness, or money translate to purchasing decisions you make?
#5: Status
This builds on the previous one. How will this purchase raise or lower your status among your peers?
While they may not admit it, the tennis player is ashamed of all the times they double faulted in front of their friends. They join coaching because they want to impress their buddies with their new serve.
Buying the 6-figure sports car isn’t going to get you to your destination any faster, because even the cheapest new car can go the public speed limits. But it may give you status in certain groups.
And that’s a key. You’re looking for status for the groups where you belong (or want to belong).
The 5 emotional triggers above are just a few of our internal motivators.
Try to use at least ONE of them in the next piece of content you create.
Remember, you often don’t want to come out and say it. You won’t tell them this will increase your status. Instead, you want to integrate it into a story or use it in a more subtle behind-the-scenes way.
And if you’d like my proven formula to clarify your message, create higher-converting websites, and transform prospects into loyal buyers…check out the Golden Glove Persuasion Map.
It can help you:
- Create Clear, Authentic Messages with Impact and Without Hype.
- Connect with Buyers on a Deeper, More Emotional Level.
- Multiply the Results of Ads and Anything Else You’re Doing.
