Web marketing concepts: part 4

4. Think emotion not logic

Think you’re a logical person, always making rational decisions based on practical criteria, and bottom-line results? So tell me what was the functional thinking that went into the purchase of those leather pants you bought last year, or that 60-inch plasma television you bought just to watch the big game?

Let’s get real. You make purchasing decisions based on what you want, and then justify them with seemingly sensible rationalizations, just like everybody else. So stop trying to appeal only to the practical, logical aspects of bean-counter sales, and start pushing the feel-good aspects of emotional marketing.

If you’re trying to appeal to an audience that gets its only satisfaction out of acquiring the most features for the least cost, then you’re marketing to the wrong audience.

Courtesy of Jerry Bader


Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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