Emotion, Logic, and Urgency
Three psychological ingredients
For a sale to be made, three psychological ingredients must be present: emotion, logic, and urgency. This framework involves understanding the customer's emotional and logical needs, and creating a sense of urgency to make a purchase.
- Emotion is a key driver of purchasing decisions
- Logic is also important, but emotion often wins out
- Urgency can be created through scarcity, limited-time offers, and other tactics
- Understand the customer's emotional needsIdentify the customer's emotional needs and wants, and create content that addresses those needsPro tipUse storytelling and emotional appeals to educate and entertain potential customersWarningDon't be too sales-y, it can be off-putting
- Understand the customer's logical needsIdentify the customer's logical needs and wants, and create content that addresses those needsPro tipUse data and research to understand the customer's logical needs and wantsWarningDon't assume you know what the customer wants, ask them
- Create a sense of urgencyCreate a sense of urgency through scarcity, limited-time offers, and other tacticsPro tipUse scarcity and limited-time offers to create a sense of urgencyWarningDon't be too pushy, it can be off-putting
Apple Retail Store
Apple creates a sense of urgency through scarcity and limited-time offers
OutcomeIncreased sales and customer loyalty
Amazon
Amazon uses scarcity and limited-time offers to create a sense of urgency
OutcomeIncreased sales and customer loyalty
Not understanding the customer's emotional needs
Not taking the time to understand the customer's emotional needs and wants
Not understanding the customer's logical needs
Not taking the time to understand the customer's logical needs and wants
Not creating a sense of urgency
Not using scarcity, limited-time offers, and other tactics to create a sense of urgency
The concept of emotion, logic, and urgency was developed as a way to understand the psychological ingredients that drive purchasing decisions.
Source · BOOK
Scorecard Marketing by Daniel Priestley