Core truths that drive customer behavior

Hold onto your sell sheets, the following sentence may shock you: Product specs are not the key driver in product choices. In many ways, finding which features customers desire is merely the cost of entry into a market. Any brand can offer a mix of features. The true point of differentiation in the mind of the consumer comes by way of a much more complex set of factors. For instance, here are a few core truths that play a big role in the consumer decision-making process.

Many consumer decisions are emotional rather than rational.
Despite what logic would tell you, customers are not always out to find the best value for their dollar. Or, they may simply define “best value” in a different way. Competition is won in situations where an emotional connection resonates with customer needs.

It is more than what you do; it is how you do it.
Anyone can push out a marketing program to customers. Truly successful programs have content that immediately and dynamically connects with the audience—content based on the true understanding of market needs and desires.

People buy the same product for different reasons.
Within any market there are segments of users who are motivated for various reasons. The key to a successful marketing effort lies in understanding the differences between these segments, knowing how to identify members of each segment, then using that knowledge to talk with them in specific, relevant, appropriate and compelling ways.

So, what does this mean for you? Like anything else, the degree to which emotional cues influence decision-making is relative, depending on the nature of your business and the market. However, emotion may play a larger role than you suspect. Let’s find out. Click here to send us your thoughts on consumer decision-making related to your brand.

Lori Soper
Senior Marketing Consultant
OTM Partners, NC