Myth: You can convince a client using logic.

Intelligent communities urge us to use logic. 
Is it really worth using logic when it comes to communication with the client? Let's see

Take a look around. Just look around you. How many people around you are used to acting on the basis of the rules of logic, and not on the basis of emotional impulses?

Open comments in most communities. Is it often possible to observe how someone manages to convince their interlocutor of something using logic?

Obviously, people tend to act on the basis of their emotional state, but not on the basis of logic.

People do not buy “goods” - they are interested in the feeling of happiness that arises in anticipation of the acquisition of this “goods”. 

The neurotransmitter dopamine (read the “hormone of happiness”) is produced at the moment when the potential client mentally imagines the reward that he will receive if he performs the action in the form of a purchase. 

This works thanks to the fact that almost every person has a positive experience: “give money (action) = get what

you want (reward)” Thus, not getting the desired product is the reason for happiness, and happiness due to the release of the hormone is the reason for the purchase. 

In addition, when a person feels happiness in anticipation of buying your product, the link “your product = happiness” is formed in his brain.

Therefore, by triggering the production of dopamine, you can significantly increase the chances that a potential client will become exactly your client, and not the client of your competitors. 

As you can see, there is very little logic, but a lot of emotions.

It should be clarified that communication with the client is not just correspondence by mail, or talking on the phone, skype, at a meeting, etc. 

Communication starts at the moment when the client begins to familiarize yourself with your products. 

It has been proved that the best way to push a person to “fantasies” and the subsequent happiness of a purchase anticipation is to demonstrate what he will get if he becomes your client. 

As a demonstration, you can use:

  1. Video presentation, advertising video
  2. Text
  3. Infographic in images

To understand what type of demonstration is the most effective, it is necessary to answer the question: “And what channels does the brain use for perceiving information?”

  • Perception of information using text recognition 

The text is great for drafting contracts, agreements, protocols, etc., since it conveys only the essence, but absolutely does not convey emotions.

  • Speech recognition, words
Information “by ear” fits in the head much faster than by reading a text. Neither text nor infographics in images can transmit sound - this is possible only with the help of an audio track or video.

  • Recognition of tempo, timbre, intonation

The pace of speech, timbre of voice and intonation of pronunciation are the main way to understand the speaker’s emotions. This is a complex ability of our brain that can be used to convey the necessary “sensations”. Again, only with the help of audio and / or video is it possible to give “liveliness” to your words.

  • Perception of images
For example, for many people, a well-dressed person riding an expensive car is an image of success. Of course, people have their own, individual images, but since we all live in the same world, there are a number of images that almost coincide with most people.

The text is not able to convey the image, but infographics and video are capable of this.

Images convey emotions very well, convey the message, the idea of ​​your product.

  • Recognition of facial expressions, gestures

Another reason why the text does not convey emotions well is the inability to demonstrate facial expressions, gestures. Infographics in images are capable of this to some extent, but a static image cannot be compared with a dynamically changing facial expression in a video that can create a complex emotional design. 

Facial expressions and gestures, as well as intonation, tempo and timbre - this is a very delicate instrument in the "hands" of the brain, allowing you to understand the emotions and intentions of other people.

The greater the number of channels of perception you simultaneously affect - the higher the chances that a person will feel happiness from the anticipation of the purchase and, accordingly, the higher the chances that you will have a client.

Based on all the above information, we can draw certain conclusions, for this we summarize:

  • Text extremely ineffectively conveys emotions, affecting only one channel of perception of information

  • Infographics in images are suitable for emotional contact with a client to a greater extent than text, because it is able to act immediately on three channels of perception: text recognition; recognition of facial expressions and gestures; perception of images

  • Video presentations and advertising videos act immediately on all channels of perception simultaneously: a person sees the most “stressed” parts of the text; hears the voice of the speaker, feels his intonation, pace, timbre of the voice; perceives facial expressions and gestures of characters in a video presentation, as well as perceives images.

From the foregoing, I can once again make an understandable conclusion: your customers are not driven by logic, but by emotions, which you can evoke by influencing the maximum possible number of channels for perceiving information at the same time.

Use this information and be sure - sales will grow. 

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