Tag: rationalbrain

Your customers make 35,000 decisions each day, and emotions play a role in a staggering 90% of their day. This means there’s major overlap, and the bulk of those decisions are made when your customers are emotional. If you’re not prioritizing your customers’ emotions in all of your content creation, you’re potentially making most of their decisions (say, 31,500 of them) harder than they have to be — including the one where they choose, or don’t choose, your brand.

Here’s why emotionally supporting your customers through content isn’t just good practice; it’s vital for impacting your target audience’s buying decisions, and, ultimately, your bottom line. More importantly, how to do it the right way.

Why Are Emotions so Important in Your Business?

If you think emotions are a casual afterthought in your audience’s buying decisions, think again. When used proactively, you can use emotional marketing to steer both your prospective and current customers to become loyal, lifetime fans of your brand. Why are emotions so powerful? Simply put, they impact your decisions — big and small. As for how decisions are influenced, here’s a quick synopsis of what happens in your brain. You have three brains: the lizard brain, the emotional brain, and the rational brain.

• Your emotional brain is responsible for your limbic system and wins more arguments than your rational brain.
• Your lizard brain, the brain way under and older than the emotional brain, triggers fight-or-flight mode and wins even more.
• Your rational brain is there to justify the decisions of the other two — like a wingman, but it’s not really responsible for making them.

What does this all mean for your business? While it’s not practical to appeal to your audience’s lizard brain in your marketing messages — no need to thrust anyone into fight-or-flight mode — it’s definitely worth appealing to their emotional brain. This engages your limbic system and draws them toward your brand.

On the frontend of your marketing strategy, you can use emotional marketing to help connect with your target audience’s emotional brain and persuade them to make a purchase. In fact, one study of 1,400 ad campaigns found that ads with purely emotional content performed twice as well ( i.e. 31% vs. 16% ) as ads with only rational content.

After they convert, you can tap into your customer’s emotions and support them during their user experience (UX). After all, there’s a lot riding on a good customer experience, given that 32% of customers would leave a brand they love after just one bad customer experience.

To keep your customers happy, make sure you create a UX that matches the rational brain with the emotional brain. Why? All forms of competition between the rational brain and emotional brain will be a bad experience for users...Continue reading..

By: Cyn Meyer

Source: https://coschedule.com

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