It happens to us over and over again. We are faced with a buying decision. We bury ourselves in research, read review after review, make pro and con lists, and in the end still buy the product we felt like buying in the first place.
How does this happen? Are we incapable of making rational decisions?
Emotions are always driving our purchasing behavior, if we want to admit it or not. Apparently, as much as 95% of our buying decision are subconscious.
We are influenced by brand names (think about how Apple polarizes and attracts customers even though their products might be technically inferior), images, words, packaging, and much more.
We can't escape it. Once we've made an emotional decision, we'll try to rationalize it to ourselves.
Ever bought something a little over the top (expensive handbag, the latest tech stuff)? You likely made the purchase because that item would make you feel a certain way. For example, carrying something from a particular brand would give you social status. You might have rationalized it to yourself later by saying that you were after the best quality.
How can marketers and copywriters use this to their advantage?
It means that we are not selling a product or service. We are selling a lifestyle and feeling that is associated with having the product.
Sell the sizzle, not the steak!