We all know the adage, people do business with people they know, like and trust. Of those three items, likeability and trust are paramount for making a sale. It goes without saying that you should be knowledgable about whatever product or service you’re selling. So how do you get people to like and trust you? Two words: Emotional Marketing.
People want to know you care about them, that you’re not just a number on a sales report. People like to feel valued and respected. It’s human nature. That means the messages you share with them should come from the heart. Don’t be afraid to be vulnerable. Admit when you make a mistake. Get real with people. Be sincere. It will pay off when you do.
SocialMediaToday.com shared an infographic that emphasizes the importance of engaging in emotional marketing, especially if you’re in the B2B space. Here are some compelling statistics that bear this out:
- 68 percent of buyers who see a personal value will pay a higher price for a service.
- 71 percent of buyers who see a personal value will buy a product.
- But only 8.5 percent of buyers who see NO personal value will pay a higher price for a product.
The type of emotion you express in your marketing, for example in a blog post, video or social media post, does make a difference. In the infographic below, you’ll see which emotions are the most effective to use in your marketing.