Most people like to think they are rational. However, the average person makes plenty of irrational decisions. In particular, an individual exposed to MSP company marketing materials that strike an emotional chord will be inclined to pay for the suggested services. The challenge is in making an emotional connection with the audience.
The Power of Emotional Persuasion
Most people make emotional decisions yet do not even know it. Those who are aware of the role emotion plays in their decision making are hesitant to admit it plays such a major part in their daily life. However, when push comes to shove, there is nothing more powerful than human emotion.
If your MSP company can make an emotional connection with your target audience, those people really will be that much more likely to purchase your services. The bottom line is a customer’s preference for a brand or company is emotional rather than logical. The harsh reality is people are not able to control their emotions as much as they assume they can or would like. Those who are able to leverage emotion make that much more headway in the battle to win customers and keep them across the long haul.
The Four Key Emotions
The most important emotions in the context of marketing and persuasion are sadness, anger, awe and fear. Sadness is particularly important as it puts a sort of fog over the brain that makes decisions less rational. When one is sad, he or she tends to make decisions with short-term gains in mind in order to find happiness right away. Anxiety is also particularly important as those who are anxious are typically less confident in their decisions, more selfish and less moral.
Anger and Awe
Anger empowers people to pinpoint better arguments, feel much more in control and surprisingly, feel more positive. Most people find it interesting that those who are angry are optimistic and empowered. The emotion of awe is similar to wonder. Awe makes the individual feel that much more satisfied and fulfilled. Those in awe tend to be present in the moment and more willing to give their time and money to others. The challenge lies in artfully tapping into the four emotions detailed above in a manner that inspires payment for your services. Present your marketing materials in a way that evokes one or several of these emotions and your audience will be inclined not only to remember your name but also pay for your services.
Tap into Emotion for Conversions
Once your MSP company uses marketing materials that appeal to emotion, you will enjoy a much more meaningful connection with customers. These customers really are that much more likely to become loyal patrons in the months and years to come. Just make sure your calls to action are well-written and persuasive. Put in the work to establish such a lasting connection and your audience will be inclined to perform the actions you suggest.