Emotions affect every part of our lives. From our friendships to what we eat and what we buy, everything is affected by emotions – whether we realize them or not. In fact, emotions are often more important than other factors when consumers make decisions. Having loyal customers and prospects who follow you like puppies gives you the influence to change more people’s lives and grow your business.
Your brand is an emotional representation of your products and services. If you’ve presented your brand clearly, customers will feel an emotional attachment and loyalty toward your version of the product or service that you offer. This is true even if there is competition that produces exactly what you do. Even if your price is more expensive, their loyalty and emotions keep them with you.
Here are 7 ways you can use emotions to help build customer loyalty.
1. Describe Benefits not Features
One thing that elicits emotions in a person is learning about the benefits of a product or service. Consumers don’t care about attributes, features or facts as much as they care about how the product or service can help them.
2. Experiences Matter
One thing that affects emotions exponentially, and by extension customer loyalty, is the customer’s experience. Customers can tell if they’re not being treated well and will go elsewhere – no matter how good the value you offer is.If you can ensure that every customer has a great experience no matter where they are within the product funnel, then you can ensure good emotions that encourage loyalty which they’ll share with others.
3. Emotions and Reason
At first glance you may feel as if emotion and reason don’t work together. But the truth is that if you can combine emotional cues with reason, you’ll affect your customers’ loyalty at a much higher rate. Emotions require you to use triggers, but reason requires you not to exaggerate or lie.
4. Emotions Build Trust
When you know exactly the words to use and the experiences to offer your audience, you will build trust that cannot be broken. People tend to look back on their experiences with a brand and judge future potential based on those experiences. Seek to provide awesome experiences on a consistent basis and the trust you build will grow your business exponentially.
5. Engagement Builds Community
Another way to encourage customer loyalty is to make your customer feel as if they’re part of a community. The emotions they develop being part of a close-knit community will translate into them also being loyal to your brand. Engage with your customers by creating a Facebook group or message board and keep discussions going.
6. Share Your Mission
Consumers love businesses that have a mission outside of the bottom line. For example, if you can connect your business to a charity that your audience would enjoy being part of, or you can demonstrate sound employment practices, offer excellent benefits and show care of other humans, you can cause your audience to become emotionally attached to you.
7. Make Your Customers Feel Special
Work to build special relationships with your customers individually and as a group. Find ways to make them feel special by offering loyalty discounts, specials, freebies and other offers. Don’t just make all the great offers for new or prospective customers.