You’ve heard the expression, “You sell experiences, not products.” Experiences influence consumers because they’re packed with emotional triggers. When you are marketing predominantly to nurturers you are smack in the sweet spot of emotional triggers. As a matter of fact, you can easily win their hearts using an emotional strategy. But what if your product has a whole lot going for it…logically? Here are the findings. How can you address the benefits in a way that won’t turn off your nurturing-minded customers?

Even if your product has a whole host of practical and valuable attributes, you can still win the nurturer, but only if you present logical purchase points in way that makes your audience feel good about your product. You have a valuable customer base with your nurturing-minded audience. So here’s a better approach to connecting emotionally to the Nurturing segment of your audience…

But what if your product has a whole lot going for it logically? How can you address the benefits in a way that won’t turn off your nurturing customers?

CASE STUDY: SELLING PRODUCT X TO CHRIS PRATT

If you were selling Product X to Chris Pratt, start by including warm imagery front and center. Pick a headline that emphasizes the emotional benefits to your prospective customer and their loved ones. Messages that convey how your product is good for people really help win the nurturer’s devotion. If you pull out lots of facts and figures, you’ll notice how quickly you lose the attention of the nurturer. That’s a secondary consideration unless you connect it with doing good for people.

HOW DO YOU GET TECHNICAL PRODUCTS TO CONNECT EMOTIONALLY?

According to Targa Media’s Boxxer Model, there are 5 distinct personas that comprise the 5 major personalities and purchasing motivations for us all. They are Innovative, Logical, Nurturing, Practical and Social. You guessed it, Chris Pratt is Nurturing motivated. This valuable marketing insight lays the groundwork for understanding Chris’s challenges, and—just as importantly—providing meaningful solutions.

Take a close look at your offer email and direct mail piece. Do they try to be all messages to all audiences? If so, you’re diluting the message and neutralizing the tone. Chris and other nurturing-driven people are emotional problem solvers, motivated by feelings and ideas. Logical arguments and stats would not be as effective.