Emotions are part of our human nature. They’re personal, yet common to all. Their stream is constant and unpredictable; subject to tormented waters despite a rationalization of the situation. Shakespeare, Racine, Goethe and many others converted these emotional roller-coasters into theatrical plays appreciated worldwide. The overflowing media has been depicting its own reality for years by playing on people’s emotions. Why not also use our inherent passions to your advantage?
In The Prince, Machiavel reveals how to govern others’ passions to keep one’s power. His advice is geared towards princes. However, the 16th-century Princedoms can also apply to corporations. Keep your customers’ loyalty by owning their emotions.
In his treatise Passions of the Soul, Descartes identifies six “primitive” passions: wonder, love, hatred, desire, joy and sadness. Each one of these emotions can be rationally used to increase brand awareness, conversion rates and customer retention.
Wonder is a feeling of excitement, curiosity, even surprise when faced with something novel or unusual. The story of Alice in Wonderland by Lewis Carroll comes to mind immediately. Once down the rabbit hole, Alice enters an astonishing and bizarre world where nothing is done as usual. Create this same type of atmosphere for your clients. Flabbergast them with new glossy products and services. You’ll not only get their attention, you will also retain it.
Make your customers fall in love with you! Don’t settle for a meager spark that will fade with time. How? Pay attention to them. If you listen carefully, your clients will tell you their inner hopes, dreams and fears. Show them you share the same interests and morals through your brand image. Make your relationship a sizzling one, completed with surprise, mystery and intrigue.
Hatred is a standardized feeling. Everyone experiences it. No good ever comes of it. And sadly, it takes very little to trigger it. So don’t aggravate it within your clients! Avoid irritating them by offering a quick loading process of your website pages, a clear view on prices and contact information, efficient online help thanks to click-to-chat or click-to-call tools, services formated to fit their mobile phones, etc. Be empathetic ! This behavior is the best way to calm your customers and fight against hatred.
Desire is synonyms with wish, longing, craving and lust. In other words, desire is a strong feeling of wanting something for no rational reason. Uncover in your client’s’ subconscious what he never suspected he had always wanted. How? By analyzing his every move, or more specifically his browsing history, his interactions, etc. His motions translate his inner desires, whether he is aware of it or not. Man is built in such a way that he will go after what he truly wants and needs, even if it doesn’t exist yet. It’s up to you to discover where your customer is headed and why, before he does.
How to make a client happy has become one of the most pondered over question of the 21st century. Scientists are conducting experiments and reporting back to major corporations. Countless surveys are conducted to crack the secret code for customer happiness. Yet, the answer is so simple. Treat them as you wish to be treated. Don’t lie, cheat or steal from your customers. Shape trusting, loyal, morally correct relationships with them. Nothing more, nothing less.
Compassion finds its roots within sadness. Showing your clients you are sympathetic to the mishaps they’re facing due to your mistake will not only ease the forgiving process, but will also humanize your brand. Despite the overwhelming presence of technology in today’s world, people still respond best to people and not machinery. To make amends, send personalized emails and gift cards, grant them special offers, etc.
Playing on your customers’ emotions will increase your profits and bring you closer to their hearts.