I Feel Therefore I Will Buy ‘Review’
As a writer, it is easy to sit in the corners and write, about the segment of society you find yourself positioned, to write about emotions revealed to you as you stare as an observer. You wonder how easily people get moved by their emotions even as they rationalize their buying decisions. You are forced to make choices, either to stand back and watch to write for posterity. This decision in itself is based on emotion.
To write is to have every word etched in the sands of time, maybe someday your words may mean as much as Shakespeare.
Let me tell you a little secret; as a writer, your job is to persuade your audience to buy or make use of the services you offer. One way to tell your story is through your business’ website.
You should ensure that your website’s copy headline should be clear, showing your business’ unique value proposition. Not only restricted to a website, but any piece of writing should also have a unique, clear headline that is catchy so that your audience is hooked to the message you hope to share.
Do not think about it, but studying with CXL Institute during the Christmas holiday is enough to take the mind back to the Christmas myth. The concept of Santa Claus rewarding those on the nice list and punishing those on the naughty list. Whatever actions were taken, based on how we think, feel, react, we attempt to justify it and somehow hope our behavior throughout the year do not get to Santa’s attention.
Or maybe, if you live in Lagos city, in Nigeria, you would be forced to disagree with me that Santa Claus is not real. I mean, you really cannot bump into him along Lagos-Ibadan expressway, nor would the lack of electricity be a suitable condition for him to live in Nigeria. You see, as humans, or should I say typical Nigerians, we prefer things that are familiar and easy to understand. This I believe in Digital Persuasion is called Cognitive Fluency.
I for one knows that writing about our bellies been full would be akin and unfamiliar as many narrations told about Africa is that of hunger.
The truth is until the lion begins to learn how to write, the hunter would remain the king of the jungle.
Let’s take our next clue, from the traffic market, where all kinds of items are sold. You often time wonder why the only things you buy when stuck in traffic are Gala, Corn, Groundnuts among others. This is because, like it or not, you have overtime become very exposed to them to the extent that you convince yourself that you like it. Your brain stuck in Lagos traffic, with the arid air, and horrid smell from the yellow bus, would most likely not offer you the time to make that debate to influence your choices. Instead, your choices may be made from the very simple decision.
I am familiar with this therefore I will buy.
I am confident about this, therefore I will buy
I am interested in this, therefore I will buy
I am in love with this, therefore I will buy
I feel…. therefore I will buy
Here is an example to explain this further:
A simple experiment to test out the favorite of all Cola brands, had I and my friends drop each into a cup with no brand to identify these cups. Each of the cups was passed around to determine if the content contained Coca Cola, Pepsi and Bigi Cola.
While this experiment may have been performed by the finest tasting school, for us, we wanted to know if our preference for these drinks were drawn by the brands or by the content itself.
After several attempts, it proved that we had all previously relied on our emotions while attempting to justify our choice of Cola drinks. In the end, the experiment proved that our choices, our purchase decisions are influenced by our knowing, remembering, imagining or any other cognitive experience that occurs during the process of making that decision or choice.
In the digital world, the ability to make everything as simple as possible would aid your customer’s decision to buy what you are offering. Little wonder, UI/UX is all about understanding the customers perspective and making the buying process’ simplified. Believe it or not, no matter how good your product is, if many do not find your landing page simple and clarified, they would not be interested in what you have to offer. So, if it has to do with having larger images, increasing your fonts and making your headline attention-grabbing. Whatever Christmas trick you want to pull out, you may consider doing so. Well almost everyone loves Christmas season, if you do not you simply aren’t Santa Claus’ target audience.
Let’s start with the basis:
- How easy to pronounce is your brand’s name?
- The simpler the design layout of your website the better
- Make a research about your industry.
- Understand that every element communicates subtle information
Before I continue with lesson number 3 next week, ever wondered why the Investment guys like Tradera and MMM continue to take all of the money you were ‘’invested in?” Well, they used simple messaging to get you hooked and interested in their winning story. In a matter of minutes, you get snuck into the promise of making more money. Money is a particular emotional message, believe me, I know.
The point to be made, however, is: stop complicating your messaging, understand your target audience’s needs, appealing to their wants and needs and why your messaging should indeed matter to them.
This is because people do not buy what you are selling they buy your why.
This is why I write, as a slave to words, and the emotions it helps me to feel, that feeling of belonging and of immortality, to truly exist in a time and spectrum I have not lived. Perhaps tomorrow this piece of writing will exist when I am no more, it is important to clarify why your customers would buy.
