The Business of Emotions

As we close out this month’s discussions on lessons, I wanted to share one last lesson we can apply to our businesses, this one on topics related to sales. Why do people choose to work with or buy from you? There are tons of reasons why people choose you including (in no particular order):

-visibility through marketing or product placement
-testimonials on your site or the internet
-convincing sales page or website
-you have what they think they need
-features offered
-referral from a friend

And the list could go on. Businesses work really hard to make their products and services visible, to gather testimonials, to write content that is convincing, to come up with helpful products and services, to come up with new and inventive features and to encourage customers to share with their friends.  We keep tinkering with each of these to try to get it just right  so we can improve our conversion rate and have more satisfied customers.

Businesses spend more money and time than ever perusing metrics to see what’s converting, what isn’t converting, and testing different things, partly because we’re able to track more than ever. If you’re serious about having a successful, growing business metrics and conversions are something you have to consider. If you are doing something that’s not effective you won’t be successful, right? Instead of wondering what’s not working metrics allow us to see what is or isn’t working.

However, there’s one factor that can screw up our nice orderly world of numbers every time: emotions. As much as we can do to direct people’s emotions or encourage them to feel one thing or another there’s a lot we can’t control when it comes to emotions. You may have the most awesome product or service in the world, one that logically should be very successful, but if people aren’t “feeling it” it may be a big flop.

So what’s the answer? Don’t just make decisions on logic and numbers alone, take into account how people may feel about your product or service and make time to talk with your intended audience and get their feedback.  You should take into account numbers and logic but don’t forget that most of the memorable and successful ads, businesses and campaigns had to do with feelings, or an emotional reaction they encouraged.

“Mankind are governed more by their feelings than by reason.” Samuel Adams

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