Similarity in brands, quality, price, and delivery ends up in price war. One of the best ways to avoid price wars is to create an emotional relationship with your customers. Maybe even a cult-like following like Apple created among the Mac users.
Gain their trust and their hearts and price will not matter as much. When customers feel an emotional pull toward your brand, they spend less time reasoning through differences in pricing. You’ve gained their trust and are rewarded with their loyalty.
People buy on emotion and justify with logic ... wait, there’s more... Research shows that emotional buying triggers are more likely to result in actions than logical buying triggers. You can educate the buyer and provide a litany of “features” but you are more likely to create a purchase prompt when the sales evaluation process involves emotional buying triggers.
Functional vs. Emotional Benefits Understand the difference between logical, functional benefits vs. intangible, emotional benefits. Most brands rely and differentiate only on rational functional benefits but the emotional benefits are often far weightier in purchase decisions.
Your brand’s emotional profile When evaluating message content and media “Medium is the Message”, consider what emotional profile you are positioning to the marketplace.
The emotional “drool appeal” and brand’s emotional profile can play a huge role in your market positioning... just think of fashion, sports cars, high-end audio, high-end furniture, and even designer hand tools.
Match emotional profile to target audience (and buying triggers) Not everyone will buy a chrome-plated designer coffee maker at 4 times the price of utility brand. You need to go beyond the feature set into the target audience’s mind to probe the appropriate triggers and selling sentences.
Match the message content to the desired emotional profile and proven, tested selling sentences -- the logical “clicks” and the emotional purchase prompts.
