|What is a better way to communicate your product: emotional or rational?
Rational even though small businesses tend to look at it with a more emotional angle.
Both. You want your client to know that you truly understand their woes but at the same time you don't want to give out false hopes.
Depends on the product
ALL decisions are emotional ones, so you always need to keep this in mind when you are creating messages. Rationality also plays a key role too, but ultimately, don't leave out the emotion!
Rational. My main objective in a meeting with a prospective client is to show Return On Investment opportunity.
Definitely emotional. Emotion is what pushes the buyer to make a decision. A rational point of view regarding the product will always evike an emotional response.
A combination of both is needed to convince the buyer of the benefits of the product or service.
Both. A persons finances is very personal. Each client is different. I listen first. Then I deliver communications that hopefully ensure my client has received what they need.
I view my role as a communicator in the mode of the Patrick Swayze character in the movie Ghost who (in movie suspension-of-reality) learned to make things move in the physical world although he had crossed over to the spiritual one and was no longer physically there. I must make my communications leap off the page, off the screen and/or out of the speakers and make you happy, sad, excited, angry and, ultimately, to buy something or take some other action (in webspeak: achieve a conversion).
In everything I present to the world in any venue or context I try to connect with everyone on both levels, rational and emotional. It helps if you are highly aware, as I am, of some of the key psychographic triggers:
• Sight, sound or touch? Giveaway phrases include “Sounds good,” “I see what you mean,” and “We need to get our arms around this.”
• Good works or words of affirmation?
• Risk-taker/thrill-seeker or risk-avoider?
Yet in the final analysis it comes down to what some contend are the only true motivators in this world: Pleasure or pain. You must provide the ROI and/or opportunity cost factors to persuade prospects that if they purchase/lease/access your product they will experience pleasure...and if they do not, they will feel the pain. When millions of executives around the globe each day talk about "pain points," this is what they mean.
I'm rational, I do the work
I think a breach from the conservatism that currently plagues the financial services industry is long overdue. Much as companies such as Virgin have re-engineered the promotion of airlines, financial institutions need to move away from the proverbial suit shaking the hand of anther man in a suit. Money is entirely personal and a more personal focus needs to be adopted.
Both together... rationality and emotionality together in an appropriate balance....
emotional first strategy, and rasio second strategy.
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