When it comes to making decisions about what to buy, people go with their hearts more often then their heads. 31% of advertisers report gains from emotional campaigns, while only 16% report gains from campaigns that appeal to people's rational side.
It turns out that there are lot of different ways to appeal to people's emotions. You can appeal to their fear of missing out. You can appeal to their desire to do good. You can appeal to their desire to be envied by others.
There are times when a bargain is a good incentive. But other times, expensive products appear to have more value, just because they are more expensive. You need to know the emotional landscape of your customers to know which will be more appealing to them.
What copywriting term is most likely to get a customer to buy online? Free shipping.
Emotion plays a surprisingly large role in B2B purchases.
Even when buyers see the value to the business, only 14% perceive a real difference in supplier offerings. But 71% of B2B buyers who see a personal value will buy a product. And 68% of buyers who see a personal value will pay a higher price for business product or service-but just 8% of buyers who see no personal value will pay the higher price.