MARKETING
What is a better way to communicate your product: emotional or rational?
I get sick of qualitative research that continually asks the same question of people, which is "Don't tell me about the product. Please, tell me what you THINK of the product." It's demeaning, insulting, and completely misleading. I like qualitative research - like ethnography - that lets people tell you what they think of the product. The answer of course is: both. Convey product features in an emotional way.
Using emotional or rational appeal in your communications depends on the product and brand. Both work in the right context and with the right target audience. Younger audiences tend to prefer emotional appeal, whilst older generations respond to rational communications - generally.
emotional get to know your avatar and identify their pain and go for it
Both. Start with emotion and back it up with something rational.
Emotion first rational later. We all but on emotion, whether it is the fear of buying the wrong thing or the desire to be part of a tribe.
I think great brands connect on a emotional level, but they also deliver tangible benefits. All the promises in the world don't mean anything if you fail to meet the basic needs.
All selling is emotional although you do need to have the logical stuff off pat to give people the excuse to say yes
Both, in right ratio.
Both in today's tough times. |
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