When shopping for Diwali, have you ever stopped by a local diya seller - a small roadside vendor - and bought their handmade clay diyas without fancy packaging or ads? Most of us would have. What worked here that made you make this purchase decision? Emotions, indeed! The emotion at play here is empathy.
Back in the 1980s, when Maruti Suzuki launched its first car model, it instantly connected with the Indian audience, thanks to ads that showcased family trips, bonding, safety, and memories. Decades later, Maruti is still one of the go-to automobile companies for car buyers, especially first-time buyers. This is the power of emotion. In purchasing decisions, emotions often rule over logic, especially in India, where even a subtle connection can make a difference to your customers.
Emotions: The real decision-makers
According to a study, 95% of purchase decisions consumers make happen in the subconscious mind. That's where emotions come into play, not logic. In other words, science suggests that even though humans like to believe they are rational shoppers, they are often driven by emotions when making purchase decisions.
Interestingly, there is the Elaboration Likelihood Model, which discusses how emotions, often impulsive ones, can override logic. It goes on to say that humans are unable to make decisions; they use prompts like mental shortcuts, the emotional appeal of products and services, and visual cues to make buying decisions. Emotions are bound to creep in, even in the most rational purchases. That’s a huge revelation, especially for marketers and brands that are constantly trying to decipher customer psychology.
It is time, as brand owners and marketers, that you start to value the emotional aspect of consumer purchase decisions and not just focus on price or product specifications.
Key emotional triggers behind buying decisions
Your customers' emotions are too crucial to ignore. They are like spices in a curry – missing out on crucial ingredients makes the curry bland, and different combinations of spices create different tastes.
What are the key emotional triggers of your customers? Let’s see.
1. Trust – The foundation of every transaction
For Indians, trust is a big deal. No doubt - that even with the fast evolution of the online shopping world, consumers still prefer to walk down to the nearby Kirana shop to buy their daily essentials. They seek familiarity in their shopping decisions.
How to build it?
- Showcase testimonials from real customers.
- Publish value-driven case studies.
- Highlight certifications, awards, and accolades provided by the industry.
- Keep communicating with your customers consistently. Staying consistent is crucial for building trust.
- In the ‘About Us’ section on your site, add an ‘Our Story’ section.
2. Fear of missing out (FOMO) – The sales accelerator
eCommerce sellers often display messages like: "Only 3 left!" “Limited stock.”
These are FOMO messages, designed to tap into the psychology of customers who fear being left behind. In marketing, such messages prompt almost immediate action from buyers, and these actions are often driven more by the fear of missing out than by a need-based need.
How to make FOMO appealing?
- Use countdown timers for sales.
- Mention how many people have already bought the product, for example, “join 400+ happy customers.”
- Offer exclusive deals, usually early bird offers.
3. Desire for belonging – Tribe attracts tribe
Humans are social beings, seeking community support. As a brand, you need to create a sense of belonging because this soothes your consumers' desire for belongingness. For example, Apple users proudly flaunt their branded gadgets.
How to trigger it?
- Use the power of social media to build and strengthen the community.
- Celebrate customer milestones with badges or another public form of appreciation.
- Create loyalty programmes.
4. Gratification – The “treat yourself” nudge
Besides being social animals, humans also love pampering themselves, because they are always looking to feel good. That is why brands that deal in making premium and exclusive products can use this emotional trigger of their customers. It could be a handcrafted soap or an ergonomic office chair.
Stirring up this means -
- Present your products with uplifted visuals and language.
- Offer money-back guarantees and trial periods. This appeals to the ‘less risk’ emotion of customers.
Emotional selling: How does it work better?
Many businesses believe that the route to increased sales is through hard selling. However, the reality is that emotional selling is more effective, primarily if you aim to build long-term loyalty.
Here are the practical steps:
Step 1: Define the emotional value proposition your products offer
It is not just about the features and benefits of the products. What kind of emotions are generated by them - is it pride, relief, achievement, confidence, etc.?
These identified emotions become the emotional hook for your products.
Step 2: Map emotions to customer journey stages
Understanding how emotions align with each stage of the customer journey helps create a more personalised and impactful experience for your audience.
- In the awareness stage, you’ll need to use aspirational messages.
- In the consideration stage, reinforce the emotions to build trust.
- In the decision stage, your message should exhibit urgency.
- In the loyalty stage, keep conveying that the customer is a part of the community.
Step 3: Humanise your brand voice
Ensure that all customer communication appears to be coming from a human, not computerised or robot-like. Avoid jargon.
Infographic content: Psychological techniques to boost customer conversion
- Acknowledge mistakes openly
- Establish clear minimal expectations
- Offer immediate rewards for a purchase
- Align with customer values
- Offer exclusive offers and discounts
A real-life example
RangRiti is a local Rajasthani brand in Jaipur. It sells hand-dyed fabrics. Initially, the brand focused on highlighting fabric GSMs in their ads and customer communications. Later, it started narrating stories about their artisans, traditions, and weddings where customers wore their dupattas. The brand saw an increase in online orders within weeks. This way, the shift from selling fabrics to selling nostalgia, tradition, and pride paid off.
Conclusion: Your sales strategy should be emotionally intelligent
Understanding the emotional psychology of your customers can make a big difference in boosting your sales strategy. Remember, the emotional connection between a brand and a buyer is often unsaid, but by weaving emotions into your brand communication, your brand becomes more than just a business. Every time, you deliver an experience.
Ready to plan the next marketing campaign? Start by asking: How will my customer feel about
