Brand tip: Customers buy emotions, not features

People don't buy your products and their features, they buy how those products and their features will make them feel.

BMW have captured this sentiment perfectly in a line from their new advert: "What you make people feel is just as important as what you make".

Buying is an emotional activity, not rational, whether you're dealing with consumers or other businesses. A rational decision would be the cheapest option, quickest delivery or whatever the criteria is. But that isn't how we buy. All of those things will be considered, but ultimately we'll buy what 'feels right'.

Now, what 'feels right' might be the cheapest option, because you want to feel the satisfaction of knowing that you've found a solution that came in under your budget. But what 'feels right' could also be the option that had the highest technical spec (and price tag), because you want to feel reassured that the product can handle everything you throw at it, and a bit more.

So how do you want to make your customers feel? How does your brand communicate that? And what value could that add to your business?

If you'd like to find out more email jonathan@alderandalder.co.uk or call 01392 248107.

You can find more Brand Tips here.