By Christina Aiello
If you ask a marketing or sales professional about the roles that emotion and logic play in the buying cycle, they’ll likely tell you that customers buy on emotion and justify their decisions with logic. This perception has been around for so long that most sales and marketers merely accept it as fact. But here’s the reality: the idea that emotion is the primary driver of buying decisions is so old-school that it makes fanny packs, mood rings, and bleached hair seem back in style.
Today’s buyers are more technologically savvy than ever before. They heavily research products before interacting with a sales rep and have evolved to a point where they can sniff out a BS marketing campaign from a mile away. Frankly, selling solely on emotion and creating content that addresses emotional reactions can make your business seem full of it.
Now, that’s not to say that emotion’s role in the buying process is completely irrelevant. We are human after all, and our feelings will always have some degree of influence over the choices we make. However, in the context of buying highly technical B2B software, we’ve evolved to the point where we can think clearly, question the status-quo, and pair our emotional needs with logical justifications.
Embracing Emotion and Logic in the Buying Cycle
When you welcome the impact that emotion and logic can have on buying decisions, it allows you to create compelling content that resonates with your audience on a deeper level. However, the key to doing this isn’t to overflow your content with a balance of emotion and logic. It’s determining the right recipe of emotion and rationale at each stage of the buying cycle and ensuring that content gets to the right person, at the right time.
When you understand how emotion and logic work together during the buying cycle, you’ll find it easier to create a framework for a more efficient content marketing strategy.
Awareness, Interest, Evaluation, Purchase, and Loyalty – Build a Strategy for Each Stage
At the beginning of the buying cycle, potential customers are just starting to learn about your company and its products. They may not be aware of their pain points or how your product can help mitigate them. At the awareness stage, emotional content can be incredibly powerful. However, as buyer’s progress through the buying process, logic begins to creep in and there is no way to stop it.
This rollercoaster of emotion and logic continues throughout the buying cycle with logic ramping up in the assessment stage and emotion creeping in as buyers approach the point of purchase. So, it’s critical that you have a well thought-out for each step of the journey.
Understanding this constant interplay of logic and emotion will empower you to create the right content to support buyers at the right time, and deliver the insights needed to convert curious buyers into happy customers. That might sound like a lot of work, but at the end of the day, it’s just good content marketing.
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