No where does emotion become more apparent than in this relationship.
Why do marketers often think they’re talking to walking CPU processors?
By Bob Wheatley
Human beings. What magnificent creatures we are. Living beings. Organisms. Mammals. We are emotional. Sometimes spiritual. Irrational. Intelligent, yes but that should not be construed as machine like.
Yet how many times do we see marketers (too many) believing that the consumer will internalize a logical argument founded in analytical reasoning and data, consider the information based on the facts arrayed — and then cast the expected, correct judgment?
The consumer should buy your better mousetrap because it is indeed better, right? You have 15 studies to prove it. You can pick apart the competition and point out the shortcomings. Your argument is solid. Presentation backed up with science and proof points. You should win because you just deserve to.
Sorry to say but we’re emotional, carbon based, living life forms, not processing CPUs. The path to the customer’s door must hit the heart and not just the head. And oh by the way, also be cognizant of very human behaviors like our reaction to visible cues such as color.
Here’s a chart showing how color is associated with various brands and businesses and in short form, what color can mean.
I share this because everything matters in marketing and what matters most is understanding the very human interests, concerns, pain points and desires of those you wish to serve. And relating to them as you would a treasured friend. That’s human. And the more human you are in your marketing, the better. That doesn’t mean you don’t need to make the very best product in earth. You do.
Its just not the way to a relationship…although you secretly wish it was! Just look at the R&D budget, right!
How do you see consumer communication?