People buy emotionally and justify logically.

Simply put when people buy emotionally. I like that person, I need that item or service. However BEFORE they actually buy they have to justify it to themselves logically. Have I got the money, do I really need it, is it good value for money?

Therefore ALL purchases have to have both otherwise they fall at one step or another particularly in today’s tough economic climate.

It isn’t enough to simply have we’re nice, we have great testimonials, we do our job or isn’t this pretty. Everyone has that and can back it up with great case studies that show how jolly clever they were. How the client wanted this and we gave them that. How our ROI figures are so spectacular.

Companies now need to not only show their abilities off but also need to back them up with strong logical arguments that speak to a small and defined target market. The past efforts of mass marketing aiming at all and anyone are over. I want and expect to be spoken to directly with information that speaks to me in my terms about my issues. This typically (from what we have seen) requires a rethink from companies about who they are targeting and why they would want to do business with them.

If you don’t do this you will end up with a message that speaks to everyone and at the same time no-one. Remember emotionally I need to understand why I would buy but more important back it up with hard facts that build a message.

If you do this (again from what we have seen) you will be well ahead of the game.