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Tom Snyder, the founder of VorsightBP, once said: “Every decision is emotional”.Marketing experts have confirmed that purchase decisions are made emotionally. This doesn’t imply that there is no element of logic in buying. However, a great chunk of every purchase decision is made once a brand can appeal to the buyer’s emotions. What does this entail? To get your prospects to dip their hands in their pockets and take out money to purchase your product, you should be able to appeal to their emotions.

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According to Indeed, emotional selling relates to customers’ “feelings that motivate them to purchase a product or service, or it may relate to convincing them that a product or service may make them feel a certain way”. Frankly, there is no brand that cannot be survived without. If your product or service does not exist, people will always find a way to survive, no matter how valuable you think it is. Hence, the need to penetrate their psychology. And this does not imply manipulation but simply appeals to the emotional sides of your customers.

In this article, I will explain 4 ways you can apply this technique of selling emotionally and reaching more customers. These are the different feelings you need to develop in your prospects to sell to them. Let’s go!


You can motivate your customers with envy. First, you should properly understand your competition and then position your products or services as superior to theirs. Understand the pricing, sales and marketing strategy of your competitors.

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Then, you can show your customers how superior your product is. With words like: “best in class”, “edge out”, and “competition”, they have the feeling of making use of a superior item in the market. They go about with the air of being the envy of customers of competing products.


Your customers can also be motivated by fear. It is called the “fear of missing out” (FOMO). While engaging in marketing, emphasize the need for them to take action. Also, stress what they can lose or suffer if they do not purchase your product or service immediately. It is a way of attaching consequences to their inaction or indifference to your product.


To effectively achieve this, you must build a strong brand identity. Let your brand be identified with power and influence in that particular niche.

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Share success stories of customers that have made use of your product or service. It incites the feeling of pride, as they feel important using your product.


Greed is probably one of the greatest motivations. Several individuals are motivated by the fact that they can get an entire package all to themselves. With words like “exclusive”, “reward”, and “all yours”, you can achieve this effect on your customers. Emphasize the personal benefits of your product or service. Also, do well to highlight their return on investment (ROI); the benefit of patronizing you is subtly selfish and greedy.

You can even publish testimonials to further drive home all the juicy benefits of your product. Remember, your customers are not buying the features of your product but how it serves their needs. This works like magic!

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This article was first published on 7th October 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

Comments (1)

One thought on “4 Ways To Sell Emotionally”

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