Articles Tagged ‘Buying process’

Want to Improve Your Sales and Your Business? Go Back to the Future

Friday, July 1st, 2011

Can you remember this?

All of a sudden retro commercials seem to be in. The latest Geico commercial, “Do dogs chase cats” features a car chase (the photos look like old sepia print) with old cars and the old adage about dogs chasing cats. If you’re like me, you’re not only looking at the cats and dogs but you’re looking at the other familiar things in the commercial. You’re probably looking at the cars and the background. All of these things bring you back to a nostalgic time. Just for a moment you forget the reality of the non-existent housing market, high jobless rates and the price of food and gas. In other words, these ads are producing positive feelings.

Let’s go back to why and how people buy. Buying is first emotional and then justified with logic. The internet has changed the customer. Customers are coming into buying situations armed with plenty of ammunition and are no longer dependent on the salesperson. They have the Internet and their Facebook friends and Citisearch; all of which can provide information on products and services. The information they’re receiving is logical, what we need to do is add the emotion. What better emotions to add than those that make us feel good?

Studies show that advertisements showing surprise and joy are both hugely effective in concentrating attention and retaining viewers.

If you’re looking to keep the audience’s attention, surprise is the most effective. On line videos that engage the audience with surprise have a higher retention rate than any other. However, the particular effects of each emotion varied. If you are looking to monopolize the audience’s attention, surprise is the most effective emotion. The more surprising the ad, the longer the customer stays to watch. Hence the Geico commercials such as “does it really take two to Tango?” It seems that all of their ads are joyful, funny or both. They are also nostalgic.

What does this mean for your business? read full article »

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