Ever wonder why they say “Sell the sizzle not the steak”? It is because people make decisions based on emotion and then justify their decisions with logic.
When you are sitting in Chili’s and a sizzling fajita passes by, the menu becomes just words. The sizzle of the fajitas strikes an emotion. Once stimulated, the sale is done, assuming you like fajitas.
One of the main goals of marketing is to stimulate an emotion in the client. It is this emotion that drives the decision-making part of their brain. Once a person has made a decision based on emotion the logical part of their brain will filter what they see and hear to justify the decision and cast off information that does not support their decision. This is one reason why politically, liberals tend to remain liberals and conservatives tend to remain conservatives.
What is your marketing plan doing to stimulate your customers’ emotions?
