Emotion or logic? Who prevails when making a purchasing decision?

The Internet is full of stories of failure and loss for people who have done business online. Some own their own product and are trying to promote it, and others are trying to make money by promoting other people’s products through affiliate marketing. After putting a large amount of effort into marketing and promotion, and despite the product having great competitive advantages, failure is the fate of the promotional campaign. The reasons for failure are many and varied, but in today’s article I will focus on explaining an important point that escapes the minds of most promoters and marketers. So what is this point? Continue reading today’s article on SEO in Arabic. Most people working in the field of e-commerce and e-marketing neglect an important point, which is the moment the customer makes the purchase decision. You must ask yourself what drives the customer to buy one product and not another?

Of course, or what comes to your mind are the features of the product. This way of thinking is very common among merchants and customers. You see him building a landing page that talks about the amazing features of the product. I cannot deny the great role that the features of the product play in pushing the customer to buy it, but they are not everything, and there are even more important than the features, and here I am talking about the benefits of the product. There is a difference between product features and product benefits. When you talk about product features, you are describing its characteristics and advantages. When you talk about product benefits, you are talking about the things that the product can do for the user. When you talk about advantages, you are addressing the mind and logic of the customer. When you are talking about benefits, you are addressing the customer’s emotions and fame. Here we will find ourselves faced with the following question: Who makes the purchase decision? Is it the customer’s mind or his emotions? The answer, in one word, is his emotions. Let me explain to you the stages that the purchase decision goes through. After the customer sees the landing page for your product and admires the product, he has a feeling of desire to own the product that he has not yet read about its features. However, in order not to convince himself that the decision he made is a correct and logical decision, he begins to read the features of the product. Whenever he reads a feature, he says inside himself, “Wow, it was a right decision to buy the product.” Note that emotion is the one that made the decision and logic. His role was only to support the decision taken and give justification to the brain that this decision was one hundred percent correct.

The bottom line is that the benefits are important and it is necessary to have them on the landing page, but the most important thing is the benefits. Focus on the benefits. Address the emotion first and then the logic. Today’s article is not entirely theoretical. I will conclude it with an example of a landing page promoting a pearl necklace. Of course, if I wanted to promote the necklace based on the benefits, I would explain the source of the pearls, the type of thread used, and the skill in manufacturing, but this will not do the trick and I will not be able to raise the conversion rate. Instead, watch what the promoting company did. The company knows that pearl necklaces are expensive, so it relied on the phrase “look fabulous without breaking the bank,” meaning “you will look amazing without losing a lot of money,” a phrase that speaks to the user’s emotions par excellence. So before I leave you with the picture of the aforementioned example, I would like to remind you to target the user’s emotion and then his mind, as emotion is what makes the purchasing decision. #Digital advertising #Electronic marketing #Electronic marketing #Affiliate marketing