#011 Beyond the Price Tag: Crafting Emotional Connections to Win Your Customers
You may have heard that shopping is hard for the consumer, but it's also hard for the retailer. It's hard because there are so many options out there and so much competition. And all of this is just on top of what it takes to run a business and keep customers happy! So how do you get your customers to buy from you? Obviously, price matters; but if they can go to another store that has lower prices, then there needs to be some other reason why they should buy from you instead. However, one thing that has been proven over and over again: consumers make decisions based on emotion more than logic (and if you don't believe us, read up on behavioral economics). So as a retailer or brand owner who wants people buying from them instead of their competitors' stores or brands—what can we do?
How do you talk to your customer?
When you're talking to your customers, it's important to remember that they have a story. They have their own personal connection with your brand. You need to understand what that is and how you can leverage it in order to make the transaction easier for them.
For example, if someone orders a pizza online instead of picking one up at the restaurant, they're saving themselves time and money--and also avoiding small talk with an employee who might ask them why they're ordering pizza instead of eating out as usual (or worse yet: being forced into small talk). In this case, convenience comes first; convenience means less hassle for us consumers and therefore more sales opportunities for businesses like Domino's Pizza or GrubHub/Seamless!
What is the customer's story?
In order to understand how your customers think, you first have to get inside their heads. A customer's story is the narrative they tell themselves about their experience with your brand--it's what makes them feel good about buying from you and helps them rationalize the decision after-the-fact.
As an example: I've bought lots of things online over the years, but there are only two instances where I can remember feeling excited while placing an order (and both times were with Amazon). The reason why? They gave me something extra--free shipping or a bonus gift card--that made my purchase feel special and worth celebrating. These examples illustrate how companies can frame their offerings in new ways by focusing on unique customer benefits rather than just price point or product quality alone
What is the personal connection between the consumer and your brand?
The first thing to consider is the personal connection between the consumer and your brand. The more they feel connected to it, the more likely they are to buy from you.
Here are some examples:
The story of the customer: They have been loyal customers for years and love what you have to offer.
The story of their life: Your product will help them achieve their dreams or goals in life (for example, if someone wants to lose weight).
The story of their experience with another company (if applicable): They may have tried another brand's product before but didn't like it as much as yours because it didn't meet all their needs or expectations--and now they're looking for something new!
How can you make it easier for your customer to buy from you?
Make it easy to buy. If there is a way for your customers to make an impulse purchase, they will do it.
Make it easy to return. If someone buys something and doesn't like it, they'll want their money back as soon as possible so they can buy something else from you instead!
Make it easy to contact you after the sale has been made: whether by phone or email, always respond quickly and politely when someone contacts you about an issue with their order - this will help build trust between the buyer and seller (and keep them coming back).
How can you make the transaction more seamless, like ordering pizza or getting a ride?
Make it easy to buy from you.
Make it easy to pay for what you buy.
Make it easy to return what you buy.
Make it easy to get what you want when you want it
Your customers have their own stories. You need to know what those stories are if you want them to buy from you.
The customer's story is what makes them unique. It's the reason they buy from you, and it's also the reason they won't buy from someone else.
You need to understand their story if you want them to buy from you.
Your potential customers have their own stories--about their lives, their families, their dreams and goals. But these stories don't always align with yours (or even make sense).
By understanding the psychology of consumer behavior, you can find ways to connect with your customers and make them more likely to buy. It's not just about knowing what they want--it's also about finding a way to give it to them.