Emotions play a bigger role in decision-making than you might think.
Most people think decisions can be influenced by logic, reason, and a solid argument… but that’s not actually the case. Emotions are important when it comes to decisions.
Science backs it up.
Pros and cons lists are good… to a point.
Of course, there are pros and cons to each pen a person could list; maybe one has a more secure grip, maybe one’s ink flows with more ease, maybe one is easier to read on the paper its used with.
But beyond those non-subjective pros and cons, it comes down to preference and the emotions behind them. Maybe black seems more professional, maybe blue seems trustworthy, maybe people just like one color better.
All of these impressions vary from person to person. There’s no logic or reason to them; they’re based off personal experiences.
Emotions need to be part of successful arguments.
That’s why whenever you’re doing something with your customers in mind (which should be the majority of the time, by the way), you need to keep the emotional benefit the product gives them on your mind and in some part of your message.
A new roof is a great thing, but if you only talk about increased home values, lifetime warranties, safety, and curb appeal, you’ll have a good start, though a disconnect with your consumers.
Start with the features, and then delve into emotional benefits.
Emotional responses can be derived from each of those features: the possibility for aspirational upward mobility in a higher home value, the reassurance and security in a lifetime warranty, the comfort and protection of their family, and the ability to be proud of the reflection their home is on them.
The logic and reason might set up the decision for your consumers, but including the emotion in your messaging will seal the deal.
Your consumers will feel a bit like Ewan McGregor up there when it comes to your product, though preferably without that much angst.