Many consider Star Trek’s Mr. Spock, the exemplar of logic and rationality, never swayed by emotion and only acts according to the principles of reason. While Captain Kirk, is the iconic leader strongly driven by his gut instincts and emotions. The show constantly explores the underpinnings of this dichotomy questioning which will triumph.
Like in Star Trek, many of us in marketing find ourselves struggling to understand how the same obstinate inner conflict between reason and emotion drives consumer decision making.
“One ought to hold on to one’s heart,” said Friedrich Nietzsche, “for if one lets it go, one soon loses control of the head too.”
The German philosopher wasn’t thinking about modern day marketing when he penned those words, and yet they hold a certain universality: in matters of both love and shopping, emotions can have a way of removing rationality from our decisions.
All this is not to say that facts and figures have no place in your marketing efforts, though. Both the emotional and the rational have their unique roles to play in consumer decision making processes, so what you should actually be aiming to do is to nail the balance of the two.
Here are few key strategies to bear in mind when crafting an effective marketing campaign that appeals to both heart and mind.
1. Nothing happens by Chance
Leucippus in first half of 5th century said “Nothing happens at random (maten), but everything from reason (ek logou) and by necessity.” This has manifested in today’s day and age with the amount of data available on personal preferences at individual level. Patterns can determine how an individual will behave in a situation and we are able to understand the logical next move in a customer’s journey even at a stage where needs are still at a subconscious level. The key is understanding the journey and mapping the process.
2. Know the science behind decision making.
Some experts say that 90 percent of all purchasing decisions are not made on a conscious level. Instead, our brains run on autopilot, making snap decisions based on factors like instincts, associations we’ve already formed in the past, and underlying emotions. This is why people are willing to spend more on designer brands they associate with luxury and status, for example.
This doesn’t mean that rational facts are irrelevant: often they provide the supporting evidence people need to back up their instincts or emotional decisions. In designer goods, this might be information about the quality of the craftsmanship and origin of the materials. These details are the final factor that satisfies the critical mind and gives the heart permission to say yes.
3. Don’t rely on market research.
This leads us to our next point. If people make decisions subconsciously, then understanding what they truly want and what drives their decisions isn’t as easy as asking them. This does not mean a simple market research. To understand or anticipate how a customer will behave, you must observe their behaviour and gauge their reactions rather than (or in addition to) taking their conscious answers at face value.
4. Consider the why.
In his TED talk “How great leaders inspire action” – one of the most popular of all time – author Simon Sinek introduces the concept of the “golden circle“. The basic idea is that most marketers focus on what they’re selling first when they should be focusing on why. As Sinek puts it, “People don’t buy what you do, they buy why you do it.”
Let’s look at Islamic banking as an example. Telling customers you are an Islamic banking institution is a great selling point when advertising to Muslim customers who want to comply with religious tenets. But this is only the what. A much more emotive approach would be to show customers that the bank’s core beliefs and values, like ethical banking and practices that aim to benefit the whole of society, align with their own. This is the why.
This approach can be used in all areas of a business, because the purpose of a product or service — the reason the customer needs it in their life — will almost always resonate more than the specifics of what it is or how it works. That information is also important, but it should be delivered after the why.
5. Incorporate all the senses.
Appealing to emotions isn’t something that’s only done through the narrative you create; it can also be done through any of the senses. Consider all forms of multimedia marketing, physical locations, branding materials and design elements as opportunities to be evocative.
Sounds and music, for example, can play a role in setting a mood — be it soft and relaxing or vibrant and uplifting. Choice of music (whether playing in a store or in the background of an advertisement) can also help you align your brand with a particular demographic. Strong imagery is powerful at creating or calling up associations, while even the colours you choose can evoke different emotions and associations at a subconscious level.
6. Be honest and transparent.
Trust is an act that is both logical and emotional in nature. That’s what makes it so important to the relationship between a customer and a business: it’s fundamental to both the rational and the emotional sides of the decision-making process. Being open, honest and transparent in your messages will help to build that trust. Where complex information is involved, simplify it to make life easier for people. Let them know that you’re genuine, and the trust relationship will follow.
While all of the above points are relevant when communicating to consumers, they shouldn’t be neglected in B2B situations either. Even though B2B decision-making is a different process — one that often involves multiple decision-makers and is more complex — there’s still place for both emotion and reason. Communicating the why of what you do can help align your purpose and principles with those of the other businesses you deal with. And trust — as per point five — is particularly relevant when it comes to B2B partnerships.
Nietzsche wasn’t wrong. When we lose control of our emotions, we can lose control of our heads, too. But that’s also not the whole picture: when it comes to the decisions of consumers, things are subtly going on at a deeper level that not even they themselves are aware of. There are countless factors at play, from logic to instinct to the emotional resonance of a song that happens to remind them of childhood. As marketers, we can’t and shouldn’t seek to control people’s hearts or minds — but to communicate in a way that speaks to both.
Taking us back to the chronicles of Star Trek, one of the most engaging aspects of the show is how the connection between Spock and Kirk intensifies across their journeys through space and time illuminating for us that logic and emotions are not bonded in conflict but rather, when balanced, can only yield unwavering success.
May your campaigns live long and prosper!