Know Why Your Clients Buy? Emotions.

We’ve been devoted to content strategy long enough to know when a new development will turn strategic communication in a whole new direction. And it’s definitely here and definitely for the better.

Likely, you know it doesn’t matter who is buying what, the decision to pull the trigger is always coming from the emotive side of the brain. It’s an emotional action to buy something.

The logical side of the brain takes in all the reasons and information about the product or service, but at the end of the day, the purchase is made for emotional reasons - every time - regardless of whether it's a B2C or B2B environment. For any business, this leads to one question.

Why are clients and customers working and spending with you? Why are they buying?

Understanding their emotional motivations and preferences enables us to predict behavior well beyond typical demographics, a.k.a., coincidences.

With this data, we then identify the populations, messaging and media channels that will generate the most mathematically effective solutions to your goals. To be clear, I'm not talking about behavioral data or purchase behavior.

The guessing game in marketing and advertising is essentially over.

We're talking about predictive behavior that reveals qualitative and quantitative emotive responses that are segmented computationally in order to pull out those concepts and messages that are most emotionally resonant to your relevant audience.

Understanding why your clients buy from you may be pretty surprising. It has been for others. But knowing why is the key. From there, marketing strategy falls right into place and the results are in and sharable.