From the course: Marketing Foundations: Customer Decision Journey
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Emotional versus rational
From the course: Marketing Foundations: Customer Decision Journey
Emotional versus rational
- Let's talk about emotional versus rational messaging. This is something that can really make the difference between connecting and engaging with your customers. It's make or break. I'll sum it up with this one sentence, people buy emotionally and justify rationally. I've seen this time and time again over 25 years of marketing iconic brands. The rational reason to believe is important, but what really differentiates your brand from the competition is the emotional benefit, and that's most ownable. Typically, the emotional messages are more important early on in the customer's decision journey because you're establishing a relationship. As the customer gets deeper into their decision journey, they may seek specific, detailed, rational information. But great brands master those rational factors to create an emotional connection. That could be, for example, through brand identification or recognition, social…
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