Prospects Respond to Alleviation of Pain
As an MSP business, a lot of your clients seek your solutions to alleviate operational pain. Perhaps they’ve got software used to process telephone orders; but with a hundred employees on the phones simultaneously, that software lags. Accordingly, a percentage of sales are lost prior to conversion.
Such a client is looking for a tech solution diminishing such marginal losses–such pain points need to be assuaged. Responding to “pain” in marketing outreach has a good chance of increasing profitability organically through meeting the emotional needs of prospective clients.
Using Strategic Emotional Exposition to Address Pain Points
There are key ways emotions influence customer conversion. Three considerable areas of properly-designed emotional marketing worth considering include:
1. Emotions and Decision
Emotions actually play a big part in decision-making. What decisions have you made regardless of emotions? Weren’t you always either playing into or against them?
If you feel good about something, you’re more likely to make a decision toward that something. If you feel bad about something, you’re less likely to. Certainly, it’s possible to decide against good or bad feelings, but it’s not the “path of least resistance”.
If you can make clients feel good about choosing your MSP business, they’re more likely to convert; there’s less resistance pressure. Addressing pain points and showing how what you do can save money while adding value to client operations makes them feel good. Accordingly, they’re more likely to convert.
2. Memory and Attention Tied to Emotions
Another collateral benefit of emotion is driving attention and memory. If something emotionally resonates with you, you’re more likely to give it your attention and remember it later. This is a core reality of filmmaking and other aesthetic design surrounding artistic endeavors. It’s also a core marketing consideration.
A brand that’s more expensive and less effective but has more emotionally engaging outreach materials is more likely to succeed over legitimately superior competitors. How much more sought will you be if you emotionally engage clients memorably then deliver on what you’ve promised?
3. Facilitating Relationships and Legitimate Referrals
If an MSP tells prospects what they do will make them feel good operationally then delivers on such promises, that compounds positive emotional engagement. This, in a sort of “organic” way, leads clients to bring others to you.
Also, they’re more likely to respond to referral incentives if they already have positive regard for you and what you do. They know getting colleagues involved with you will reflect good on them. It’s a positive feedback loop.
An MSP business aligning outreach and presentation with emotional experience can influence decision-making, increase memorable attention, and facilitate long-term relationships often leading to legitimate, “organic” referrals.