One of the first and most important choices business owners must make when developing a promotional campaign is choosing whether to focus on using facts or emotions to sell their products or services. Having a general understanding 
of the psychology behind your customers’ purchases can ensure your next marketing campaign produces impressive results.
Recent research has revealed that emotion, rather than jet-black logic, can be more effective in pushing consumers to make an immediate purchase. When faced with more than just three or four variables, the rational brain struggles to process the data without getting overwhelmed. Any momentum you’ve generated stalls.
Conversely, intuition helps consumers distill complex decisions down to basic emotion. While we tend to dismiss our emotional brain as flighty or irrational, Gerald Zaltman, a professor at Harvard Business School, found that roughly 95 percent of all purchase decisions are rooted in the subconscious mind.
So, how can you use this to benefit your next marketing campaign?
It’s simple: Tell good stories. Rather than beating your customers over the head with a sales pitch, share vivid, compelling narratives that will have a more powerful and lasting impact. Plus, doing so will help you develop a stronger brand identity in the process.
Whether you’re mailing personalized letters or crafting comprehensive digital campaigns, focus on the emotional responses you’re aiming to evoke — not the hard sell — to bring you closer to your prospects and, ultimately, put more money in your pocket.
