We’d like to think that everyone makes sound, well-reasoned choices regarding purchasing products and services. But in reality, people are complicated, and so are the emotions that drive them. Marketers and scientists study how emotion and motivation influence behavior, and in the process uncover ways to influence buyers by appealing to their negative emotions, fears, and insecurities. The results are tools, neutral and harmless until used in the wrong way, and despite the possibility of exploitation, these tools can be used to increase customer satisfaction and repeat business.
Preying on people’s weaknesses and fears to sell your products is unethical. But if you’re solving real problems for them, instead of lying and stealing their money, you can use even negative emotions to improve life for your customers and yourself. But remember, your customers are your most important resource, and alienating them by marketing negative emotions the wrong way is a real possibility. Make sure you understand your customer’s pain points, and find real ways to solve their problems; don’t trick or deceive your most valuable assets, cherish and care for them, and watch them bloom into loyal repeat customers. With this in mind, let’s look at how understanding your customers’ negative emotions, and formulating a useful response, to increase your sales.
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