Emotional motivators

We've just survived the season of shopping. What actually got us to pry open the wallet? Despite the recession, there were plenty of luxury purchases made in the past month.

According to a book I just read, Trading Up: The New American Luxury, by Michael Silverstein and Neil Fiske, we buy based on emotion. And then we justify our purchases with logic. What makes this book so interesting is that they delve into some of the particular emotions that get people to bite on high-ticket luxury items.

1. Pamper Me. The media bombards us with how overworked and stressed we are. Which creates a perception that we deserve products and services that pamper us and help us feel refreshed and rejuvenated. Massage anyone?

2. Making Connections. We're lonely. In today's increasing anonymous world, people will spend large amounts of money to attract, maintain and nurture family and friends or a romantic partner. Ask e-harmony.com how this is working for them. Interestingly, every time the Dow dips, e-harmony's numbers go up.

3. Questing. Consumers today appreciate adventure, learning, mastery, and fun. They're willing to pay top dollar to dream about and experience those qualities. Fantasy Baseball Camps for grown ups are a great example here.

4. Individual Style. High-priced products often help buyers express their personal taste, differentiate themselves from others and demonstrate their sophistication. Harley has this emotional appeal wrapped up in their marketing efforts.

If you're in this market, take a lesson from the masters of this approach. Create mental imagery that is irresistible. Appeal to the buyer's emotions. Help them visualize themselves with your product or service. Then, sprinkle some facts in to build the post-purchase justification. Voila -- you've made a sale!

Check out these articles

Could you get customers to buy even more?

Hey non-profits, is Facebook your next fundraiser?

Word of mouth marketing is about spreading the love

Is my "best of" list the same as yours?