Ideas from books, articles & podcasts.
It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.
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Many people think they will make what their customers want. But, your customers will keep on surprising you.
Understanding what goes on inside your customer's mind can align your product to their wishes. It also allows you to create marketing plans to provide value to the largest group of p...
Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.
From a pleasure part, Uber addressed the need for independence, status, and safety. People are given the feeling that they are free to order a c...
When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.
The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.
Even though people make their decisions based on emotions, most of them will have to justify their purchase at some time.
To you, this means that even though your product must tap into the emotions of your customer, customers need logic to justify their purchase.
A customer is a persona or a demand pattern in multiple people.
People buy because they want to decrease ...
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Excitement is temporary
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Excitement is mental, but it affects the whole body.
It is a physiological arousal which makes you feel like you're re...
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Your brand is the exact blueprint of how you will represent yourself to your customers. It’s the manual that tells you and anyone in your company who and what your company is not only from a design standpoint but also, who your customers are
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