Emotions and Ecommerce

If you want to sell to people you have to give them a reason to feel good about buying from you. You can spend hundreds of thousands of dollars—even millions on marketing campaigns, but if they don’t appeal to a customer’s feelings, they won’t work.  Emotions and ecommerce have a symbiotic relationship.

Here’s how to accomplish it.

online shopping

Know Your Ideal Customer

The best speakers always take some time to get to know their audience before the engagement. They’re seeking common ground upon which they can build to help listeners to relate to their message. Do the same with your ecommerce site. What are your customer’s pain points? From what activities do they derive pleasure? How old are they? What level of education do they have? Where do they work? What are their hobbies and interests? Knowing to whom you’re speaking helps you craft your messages in a way that will get to them where they live—inside their heads—and appeal to them on a deeper level.

Tell Compelling Stories

Rather than drafting purely descriptive product descriptions, talk about the product as if it is in use. Get your customer to see themselves actually using and benefitting from the product. Rather than focusing on its features, talk about its benefits. Instead of reciting a litany of corporate-sounding, jargon-heavy facts on your “About Us” page, tell the story of why and how you started the company. What epiphany served as the catalyst for the launch of the business?  This humanizes your site and your brand, which enables the customer to identify with you and the products you offer.

Exploit Fear

“This is a limited time offer and the product will never again be available at this incredibly low price. Buy it now or risk missing out on a deal the likes of which you’ll never see again.” The fear of missing out is a very powerful emotional trigger.  People don’t like to feel they paid more for an item than others, but they don’t mind f others paid more than them. When you posit an item as being exceptionally valuable, in limited supply and offered at a very favorable price, shoppers will reason if they don’t buy it, others will, and they could be locked out of the deal. This fear of missing out will inspire them purchase.

Nothing Succeeds Like Greed

The foremost question in every shopper’s mind is “What’s in this for me?” This is why free offers, special discounts, rewards and personal benefits are effective. Essentially, you want the customer to realize a significant reward comes with making the purchase decision. And if you think getting the product is reward enough, well you’re mistaken. They’ll get the product wherever they decide to but it. The real question is what advantage will they get if they buy form you? This can work for you whether you’re learning how to sell ebooks online, cosmetics, electronics, furniture or any other product.

What You Give is What You Get

People like to think their spending does more than just enrich an unseen merchant somewhere. When you can tie their purchase to supporting a worthy cause, you’ll give them a reason to feel good about buying your product. Most Prius drivers feel they’re helping preserve the environment for future generations, so they drive relatively guilt-free. Products that support charities, such as Girl Scout Cookies perform similar function. If you can show a customer how buying from you gives back to the world, you’ll appeal to their sense of altruism and likely convert them into a buyer.

These are but four of the ways you can combine emotions and ecommerce to motivate customers to make purchase decisions. There are many others out there in use every day. Next time you see a compelling promotion, ask yourself why it affected you and put that knowledge to work on your own site

I love to hear your feedback and value your thoughts! All I ask is that we remain respectful and civil, even when we disagree. Thanks so much for reading. I appreciate you!

Thank you for joining in the discussion!