“Products are made in the factory, brands are made in the mind” – Walter Landor
We couldn’t agree more Mr Landor.Emotional selling propositions are incredibly powerful when it comes to choosing a product or service; in fact, a staggering 80 per cent of our purchasing decisions are made with our emotions.
So, what’s it all about?
ESPs are all about the ‘why’; rather than thinking about what you do, think more about why you do it.
People buy what they can relate to, whether that’s your branding, your values or the language you use. If people feel like they can make a personal connection to your brand, they’re more likely to buy your products.
USPs vs ESPs
It’s easy to get confused between unique selling points and your emotional selling propositions, and there may be times when they cross over. However, it’s important to know the difference between the two.
So, to put it simply;
USP – is about functionality, rationality and value of your service or product.
ESP – is about your company’s values, beliefs and personality.
Here’s a little exercise for you; read the below statement and guess what it is describing;
Extraordinary missions are both big and small, from the bold,
risk-taking adventures to more personal quests to reach a goal.
A companion for your life’s greatest experiences.
Before you guess, let’s analyse the language used in this product description;
Extraordinary missions – provoke feelings of thrill and adventure
Reach a goal – feelings of accomplishment and achievement
A companion – feelings of friendship and security
And the product… Nikon’s new range of wearable cameras! Makes you think, right?
In my opinion, I think this could be shortened – maybe into a couple of sentences? I would maybe use the last sentence as you could still use the first and third language analytic points.
There is actually a science behind ESPs (this is where we get our lab coats and goggles on). When we see a product or service, we react first with the limbic part of our brain. This was the earliest part of the modern brain to be fully formed and houses our emotions.
The message then gets sent to the neo-cortex, which is where you will find rationality and logic. Therefore, we actually we think with our heart before our head (well, kind of).
According to research, there are ten key emotional motivators that inspire people to purchase from you, and, most importantly, stay loyal.
Don’t just take our word for it
Let’s take a look at some of the brands that do it well.
Nike: The sportswear brand has ESPs down to a fine art. If you look at any of Nike’s campaigns they do not talk about the materials used, the cost of the products or the technology used to create its sportswear. Instead, you see well-known athletes punching through walls, or playing sports in their home towns, provoking feelings of aspiration to be the person you want to be.
Apple: The tech giant incredibly good at inspiring confidence in the future by always looking into new and innovative technology to seemingly improve customers’ lives. Also, let’s face it, there’s always a bit of rivalry between the Android users and the Apple users; by using its products you feel part of a group.
Lego: I mean, who hasn’t played with Lego? And that’s exactly the point – you will always see Lego being played with across the generations in any campaign provoking feelings of nostalgia and feeling secure.
So now we have talked about ESPs, how can you utilise yours?
Think about your brand language – what words do you use in your branding? What feelings do they provoke?
But think about more than just your brand statement; think about how you can utilise these words in your everyday communications – for example, how you answer the phone and your email signature.
Think about the kinds of people you’re engaging with on social media – do they also align with your company’s values?
These are just a couple of ways you can incorporate ESPs into your brand. Want to know more about how to appeal to your customers’ hearts and minds? Throw us a bone on 01325 486666.