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Casual Articles - Boost Your Emotional Marketing Potential
The Bank for International Settlements definition of a payment system states; “A payment system consists of a set of instruments, banking procedures and, typically, interbank funds transfer systems that ensure the circulation of money” (From “A glossary of terms used in payments and settlement systems”, Committee on Payment & Settlement Systems. BIS, Basel. March 2003).Despite this we often associate the word “system” with only the technology; the bits and bites, the hardware and the software. We tend to forget that there is a lot more that goes into making up a payment system.A furthe
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or
I was asked the other day what personality traits I thought were important to entrepreneurial success. I immediately gave my preprogrammed reply about passion and dedication and hard work. After taking some time later to ponder the question a little deeper (I normally operate in shallow waters), I came up with a more detailed checklist for entrepreneurial success. This is by no means a definitive list, but I'd be willing to bet that if you don't have at least a majority of these traits, your chances of business success will be greatly diminished.You must be self motivated.If you don't
How do potential customers evaluate your products (or services)? How do they trade off various factors before deciding? How are their emotions involved in the process? Consumers--whether they realize it or not--use up to six categories of emotional criteria when they decide to purchase your product.
Technical criteria
Technical criteria relate to what your product does. Every product performs a function. It may also perform additional functions or have features that make it easier to operate or use. If your type of product has been around for a while, everyone assumes it will perform its basic function. Marketing battles are fought on the ground of extra features and ease of use.
Does your product perform its core function better, faster, or more smoothly than your competitors' products? Have you enriched your product with additional features? Is your product easier to buy and simpler to operate?
Economic/sacrifice criteria
Economic/sacrifice criteria relate to price. Consumers live in an approach/avoidance world. Your product's benefits are in a tug of war with its price and the effort it takes to purchase it. For most consumers, the psychological cost of paying for your product reduces their enjoyment of it. Several emotionally significant factors influence the maximum price you can charge for your product.
How closely does your product relate to the buyer's needs? How unique is your product? Do you charge a "fair" price? Is paying the asking price socially acceptable for your customers?
Legalistic criteria
Consumers are also guided by what others demand or want. Some potential buyers must obey legal requirements and this loss of control may be frustrating. Consumers also feel obliged to consider the needs and desires of others, like their spouse or children.
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or
Don't let anyone talk you into going to college when all you really want to do is be a chef or tear apart a car engine.Some times our society pushes the wrong thing on us. You have to say no way! If you really want to learn a trade instead of college, just do it.Many people make a great living working with their hands in some kind of trade. Are you a good problem solver? Then maybe being an automotive tech or electrician would work for you.Or you are creative and really know how to put color and form together into something beautiful. Try design or graphic arts or drafting or ev
Technical criteria
Technical criteria relate to what your product does. Every product performs a function. It may also perform additional functions or have features that make it easier to operate or use. If your type of product has been around for a while, everyone assumes it will perform its basic function. Marketing battles are fought on the ground of extra features and ease of use.
Does your product perform its core function better, faster, or more smoothly than your competitors' products? Have you enriched your product with additional features? Is your product easier to buy and simpler to operate?
Economic/sacrifice criteria
Economic/sacrifice criteria relate to price. Consumers live in an approach/avoidance world. Your product's benefits are in a tug of war with its price and the effort it takes to purchase it. For most consumers, the psychological cost of paying for your product reduces their enjoyment of it. Several emotionally significant factors influence the maximum price you can charge for your product.
How closely does your product relate to the buyer's needs? How unique is your product? Do you charge a "fair" price? Is paying the asking price socially acceptable for your customers?
Legalistic criteria
Consumers are also guided by what others demand or want. Some potential buyers must obey legal requirements and this loss of control may be frustrating. Consumers also feel obliged to consider the needs and desires of others, like their spouse or children.
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or
There are a couple things to consider before taking advice that is found on money making message boards, it is important to research this advice to be sure that it will lead to earning more money. Many times the advice posted is not fact. There are a few things to consider when looking at money making message boards. The first is how realistic the advice is to a person. If the advice requires a person to invest a large quantity of money in order to start a business or invest in a start-up venture, it might not make any money, but may cost a person money instead.The next item to consider is wh
Economic/sacrifice criteria
Economic/sacrifice criteria relate to price. Consumers live in an approach/avoidance world. Your product's benefits are in a tug of war with its price and the effort it takes to purchase it. For most consumers, the psychological cost of paying for your product reduces their enjoyment of it. Several emotionally significant factors influence the maximum price you can charge for your product.
How closely does your product relate to the buyer's needs? How unique is your product? Do you charge a "fair" price? Is paying the asking price socially acceptable for your customers?
Legalistic criteria
Consumers are also guided by what others demand or want. Some potential buyers must obey legal requirements and this loss of control may be frustrating. Consumers also feel obliged to consider the needs and desires of others, like their spouse or children.
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or
Are you interested in using the services of a futures broker, to assist you with futures trading? If you are, you may be wondering what type of futures broker you should use. While the decision is honestly yours to make, you are advised to take the time to examine discount futures brokers, as they may be able to save you a considerable amount of money.Before examining the many benefits to doing business with a discount futures broker, you may be wondering exactly what one in. In most cases, discount futures brokers are brokers that have low, discounted, or competitive fees. When you use th
How closely does your product relate to the buyer's needs? How unique is your product? Do you charge a "fair" price? Is paying the asking price socially acceptable for your customers?
Legalistic criteria
Consumers are also guided by what others demand or want. Some potential buyers must obey legal requirements and this loss of control may be frustrating. Consumers also feel obliged to consider the needs and desires of others, like their spouse or children.
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or
LED's are becoming more and more popular in all kinds of lighting fixtures. For simpler, slimmer design, moving message displays utilize Light Emitting Diodes (LED’s) as the display technology. They offer bright displays that can be eye catching in right environment.LED displays are a vital part of how companies today are keeping in touch with their customers and employees. Whether you are advertising your latest special to an audience of drive-by commuters, or informing plant personnel about production goals – an LED display is the most effective way to communicate your message.LED
Does your product help your customer comply with any legal requirements? Can your product be made more appealing to your customer's children or spouse?
Integrative criteria
How does your product or service fit with your potential customer's social group or personal identity? Consumers belong to social groups. They face potential embarrassment if they don't conform. So they constantly try to strike a balance between group membership versus visibility and self-esteem. Any product or service that increases their self-esteem is emotionally satisfying.
Does your product help your customer express their identity? Can your product be described as "upscale" or "exclusive"?
Adaptive criteria
Consumers want to minimize any risk that they will regret their purchase later. The easiest solution is to avoid responsibility completely and trust the advice of others, preferably an expert. Consumers also lower their risk of future regret by imitating the buying habits of others that they assume are "in the know," by looking for guarantees, or by basing their decision on your reputation.
Are you able to offer endorsements from recognized experts? Do you have testimonials from satisfied customers? Do you offer a strong guarantee? Is it possible to offer a free trial or sample?
Intrinsic criteria
Intrinsic criteria relate to your product's basic nature--how much the consumer "likes" your product. Appeal to your customer's senses. How does your product look, feel, taste, smell or sound?
Curiosity is another intrinsic criterion. Consumers are always looking for something new and different. Familiar products are reassuring, but they are also boring. The trick is to not go too far. Every consumer has an optimal level of novelty and complexity that maximizes their curiosity and their desire to satisfy it. If you push beyond the optimal point, they will return to the familiar.
Is your product "refreshing" or "alluring"? How about "enchanting" or "elegant"?
If you focus only on rational behavior, then you choose to ignore enormously powerful emotional forces that ultimately make your customer's final decision. The rational argument should already be won by your product's high quality design. Creative innovation, savvy pricing, and persuasive presentation will win your customer's emotions.
*The six categories of emotional criteria were developed by John O'Shaughnessy, and Nicholas Jackson O'Shaughnessy, The Marketing Power of Emotion (New York: Oxford University Press, 2003).
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