I played a bit of table tennis today with the family. I beat Harry, my 9-year-old son, 21-0 in one game. Then I started mouthing off about what a champion I am. He may be 9, but a win is a win!
Harry was justifying to his brother and mum why he didn’t win a point.
“My underpants were on crooked.”
Yep, you read that right the first time. His underpants were on crooked!
Apparently, according to Harry, his underpants were on crooked. Which made them uncomfortable. Which restricted his movement. Which meant he couldn’t play properly (the mind works in mysterious ways).
Humans are unique in that we can pretty much justify anything to ourselves
And that leads to this point.
People buy on emotion. People buy on emotion and find ‘logical’ reasons to justify the purchase. After all, it makes no sense to buy a $250,000 when a $5,000 car will do the exact same thing.
It makes no sense to buy a $200 pair of jeans when a $10 pair will do the same job.
And it sure doesn’t make sense to buy a $20,000 watch when a $5 watch will do the exact same thing.
But people buy the more expensive product time after time. And then they justify the purchase to themselves logically.
“It is an expensive car, but I’ve worked hard and I deserve it. It’s an investment. It’s a collectors item. It’s a ……….”
“These jeans look so good on me. And it will aid my image if people see me wearing this brand. And that will help my career.”
“It’s not just a watch, it’s an investment in the future. These watches hold their value and they……”
Use emotive words and descriptions
People buy on emotion. So make sure to include emotion in your marketing and selling. Feeling words, rather than purley descriptive words.
It can make all the difference.