Feb 26, 2019
“People don’t know how to communicate what they need. Our job is to take what is in their hearts and minds and put it into words.”
- Kyle (3:10 - 3:29)
Kyle
Willis
Marketing from the Roosevelt
Room
People first buy out of emotion and then justify their purchases with logic.
In 1906, MacArthur, blown away by Roosevelt’s popularity, asked him how he won the hearts of everyone around him. Roosevelt’s answer was simple. His ability to understand people gave him the power to give words to the thoughts and feelings they could not express. He had the power to, “put into words what is in their hearts and minds, but not their mouths.”
Our job as an entrepreneur and service provider is the same. Research shows that 95% of our purchasing decisions are made at the subconscious level. We purchase with our emotions and then justify the purchase using our logic. Our clients feel, therefore, they think. In order to meet their needs, we have to speak to their emotions.
“We feel, therefore, we think.” - Kyle (4:34 - 4:40)
A good marketer knows how to tell you what you want to hear, but give you what you need.
The best way to put this concept into practice in our business is to begin discovering the emotional needs of our audience. Entrepreneurs can get stuck wasting valuable time and resources trying to tell individuals what they need. However, our “needs” are logical and our “wants” are emotional. It may seem like common sense to meet the needs of our clients. However, research shows that emotions win every time, even with the most logical individuals.
A good marketer knows how to tell you what you want to hear, but give you what you need. Tapping into the emotions of your target audience is the fundamental element of being able to increase sales and have clients knocking on your door. All your marketing efforts need to do is validate their desire to work with or buy from you.
“People buy out of emotion and justify out of logic.” - Kyle (3:51 - 4:00)
When you first address the emotional needs, you then have the opportunity with empirical evidence to assist the client in justifying their decision. When you understand how to discover the wants, and then communicate the needs that the individual has on top of their needs, you will be unstoppable.
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