People Buy Stories, Not Products | Marketing Psychology Decoded
The Truth is People don't buy Products or Services they Buy Stories and the sentiments attached, are the selling USPs.
According to research by Psychology Today, People respond to the emotional part of the Ads.
Similarly, no matter how great your selling power is if you can't buy psychology and factors affecting it, you can't really learn to Sell!
A study from HubSpot says that the most shared ads relied on Emotional Content namely happiness, friendship, and inspiration.
Here's the List of 05 Examples of Emotion Triggering Ad Campaigns:
- Cultural Leadership:
With the Tagline "Nothing can't stop us" Nike has been striving to bring inspiration with innovation amongst all the athletes in the world - If you have a body and mental robustness you are an athlete! Nike creates stories out of numerous athletes and portrays their hard-work and consistency through their commercials. This has created a Global Brand value for Nike products.
The ultimate aim for them is to attain human potential, for which they are making sustainable products, by creating diverse teams and bringing positivism to the communities we live in.
2. Gratification:
People chose because they see Trust & Urgency in your message, so including words like Today, Now, You Deserve, Just one click away, are important keywords for the Ad campaigns.
People often expect instant gratification even if their urgency is negative.
So, just give what your buyer wants, don't make them wait. Run a Giveaway or offer Urgent Solutions.
3. Happiness:
An obvious brand that strikes into your mind is Coca-Cola. A lot of their Ad campaigns revolved around people's happiness, one of their famous and successful campaigns is the long-running ‘taste the feeling’ campaign, which carries the tag line ‘Open Happiness’.
Such ads are expected to deliver customer trust and commitment and, ultimately, grow the company's goodwill.
4. Values:
Values are one of the successful trends in marketing. People make buying decisions based on the Values they get from the products and services.
Values must be Subjective, many organizations do their best to boost the product's perceived values. And once that is achieved you can create Compelling Ads.
5. Belongingness:
Each one of us wants to be included in communities, social networks, and groups. To satisfy psychological needs many companies use this Emotional Trigger to make customers feel a kinship. One such example is below, Rapha creates bonds and stories to cherish and preserve amongst the participants.
Including facts and information about your products undoubtedly boost the buying decisions but the use of emotional triggers in your ads through stories and relatability affects the buyer persona in the complete Marketing process.
No matter what your product or service may be - Emotional triggers with relatable and preserving stories like happiness, gratitude, belonging, or values – must resonate with the customers.
An old expression says: “people buy emotionally, then justify logically”.
Thank You for reading.