Shopping habits can be observed in multiple ways: how people react during social interaction, how they present and see themselves, and how they define situations with others. In other words, people need emotional connections to what you sell and how you sell it as much as they need to know about the products in your store. They need to feel a sense of increased social and psychic capital when they enter your store and when they leave it. Apple, after all, sells computers just like everyone else, but they have successfully bridged the gap between customer emotion and product knowledge. Steve Jobs challenged Apple with “changing the world” rather than simply fulfilling a function. It’s hard to deny that Apple has changed the world of how people see computers, tablets and MP3 players, and Apple’s growing market share is a testament to the strategy.
In terms of marketing materials and communication with your customers, creating an emotional connection does not mean using clichés and gimmicky messaging. It means conveying the things your products enable. By the time many customers actually consider locating a retailer, they have spent significant time researching specs, consumer reviews and feature lists. Therefore, it’s important to interact with your customers and ask key questions accordingly – giving them the information they need based on what they already know about the product. Marketing materials that convey how a product or service will fit into their daily lives in a realistic way are far more likely to capture their attention than price listings and technical information.
Keep in mind when creating ads and promotional materials:
- Incorporate references to how non-tech-savvy people might actually use the phone.
- Explain benefits in a realistic way.
- In addition to listing performance and feature information, list at least one direct connection between these things and an activity a consumer might engage in.