Run time: 1 Minute 26 Seconds
Prefer to read this week’s Ideal Marketing Minute?
The answer is not what most owners expect. We like to believe we buy logically, comparing options and choosing the sensible one. But most buying decisions are made emotionally and justified with logic afterwards. We feel our way to a choice first, then reach for the reasons second.
That changes everything about how you sell. Because the practical job you do is only part of what people pay for. Underneath sits the emotional value: trust that it will be done properly, reassurance that someone has your back, the pride and belonging of choosing a business that truly gets you. And the stronger that feeling, the more people will happily pay.
It also explains why competing on features is such a trap. Features are easy to line up and compare, and the cheapest option usually wins. But you cannot put a price comparison on feeling safe or understood. Lead with the feeling, and you step off the price treadmill for good.
This week’s Ideal Marketing Minute also gives you a simple prompt. Beyond the practical job you do, what does choosing you help a customer feel? Name one emotional payoff you rarely talk about.
Watch this week’s Ideal Marketing Minute here.
If that feeling is tricky to pin down, you are in good company. Our Customer Value Scope is built to uncover the functional and emotional value your best customers really care about, so you can charge what you are worth without competing on price. And if you’d like to go deeper into the psychology behind why people buy the way they do, our TEDx talk, The Hidden Story Behind Why We Buy, explores exactly that.
Join the Ideal Marketing Minute
This video was made for the Ideal Marketing Minute – A weekly email that asks a key question about your marketing and business that you can review in under a minute. Make sure you don’t miss another email by signing up here. You’ll also be able to view previous emails and access the resources for this video.
