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by John Delavera

Your company offers the best product or service of its kind in your industry. Its prices also happen to trump all comers. Tons of money is dumped each year into advertising and marketing yet your sales have not taken off. Meanwhile, your competition is enjoying a boon that is unbelievable.

What are you doing wrong?

Chances are it has nothing to do with your product, service or the pricing involved. The likely culprit for your sluggish returns is found in how your marketing is handled. Even if you are spending a lot of money and really getting the word out there, it may not pay off. If your message does not reach customers the right way, your gains may only be modest at best.

Take a look at the competition and see how it is getting the word out about a product or service. Look beyond the actual frequency of campaigns or the vehicles that are used. Pay attention to the substance, style and presentation of the advertising.

There is a very good chance that your competition has succeeded in reaching out to customers on an emotional or subconscious level where you have not. If the competition is using marketing techniques that speak to customers, so to say, it will not necessarily matter that you have better pricing and better products to offer. They will make the sale every time. Your traditional marketing techniques might improve your sales, but they will not produce the skyrocketing results your competition is enjoying.

So, why is it that emotions are so important in marketing?

When customers are appealed to on an emotional level, they will respond even if they do not necessarily mean to. People simply gravitate toward products, services or companies they feel they can trust. They are also more likely to support products that they believe can do something for them or their families that other products might not be able to.

Consider some of the most successful companies in the world. They have spent a great deal of time and effort making themselves household names. Many have done this by reaching out to consumers on the emotional and subconscious levels.

Say you sell laundry detergent. Your product is marketed as the greatest powerhouse with the most value. Your sales are good, but they could be better.

As you try to grow your reputation, competition comes on the market. Its product is clearly not as good as yours and its price might even be a bit higher. Its packaging, logo and promotions, however, have been designed to reach consumers on an emotional level. The commercials show busy working moms beaming that their children look so well taken care of. They might show single guys impressing the ladies with their crisp, clean and stylish clothing. While your product might actually do those things, the competition might enjoy a bigger piece of the sales pie because it has convinced others that it provides the solution to their problems.
When it is time to take your business to the next level, marketing will matter. Learning how to reach clients in a different, more compelling way can make all the difference in the world. There are secrets about marketing that can turn the table in your favor, emotional appeals are just one avenue for success.

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