You’ve heard the expression, “You sell experiences, not products.” Experiences influence consumers because they’re packed with emotional triggers. But what if you were trying to sell emotional triggers to Spock? That’s just not…logical.

As a matter of fact, you can win Spock’s heart (and the hearts of other brain-driven customers), but only if you present emotion in a logical manner. Sales are made on an emotional basis. When marketing tries to appeal to everyone, emotional arguments are perceived as contrived, and you risk losing the attention and trust of all audiences.

You have a valuable customer base with your logically-minded audience. So here’s a better approach to connecting emotionally to Spock…

Case Study: Selling Starship Owner’s Insurance to Spock

If you were selling starship owner’s insurance to Spock, start by pulling out those stock photos showing crew camaraderie. Change the headline from “Peace of Mind” (which really means peace of heart) to “Bundle and Save” or “Universal Payback.” Inside the trifold, show him inherent risks of being uninsured and annual safety rollover credits. Show the dashboard for customizing insurance plans. Click this link for more details.

There you go…and you thought Spock couldn’t smile.

How Do You Connect Emotionally with a Vulcan?

According to Targa Media’s Boxxer Model, there are 5 distinct personas that comprise the 5 major personalities and purchasing motivations of the human race (and some other species). They are Innovative, Logical, Nurturing, Practical, and Social. You guessed it, Spock is Logically motivated. This valuable marketing insight lays the groundwork for understanding Spock’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 appeal to everyone? If so, you’re diluting the message and neutralizing the tone. Spock and other logical people are linear problem solvers, motivated by steps, stats, and diagrams. Emotional arguments and competitive pricing will not be as effective.