{"id":29197,"date":"2021-05-19T17:36:08","date_gmt":"2021-05-19T14:36:08","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=29197"},"modified":"2023-09-06T18:56:44","modified_gmt":"2023-09-06T15:56:44","slug":"what-do-customers-really-want","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/what-do-customers-really-want\/","title":{"rendered":"What Do Customers Really Want?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29197\" class=\"elementor elementor-29197\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d7bbb0b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2d7bbb0b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1f317c6\" data-id=\"1f317c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1641329c MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"1641329c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Marketers like to bring this example to explain what the difference is between selling a product and selling the benefit that the product gives the customer.<\/p><p>But what I would like you to think about for a moment is whether the customer really wants the hole, or whether they want the shelf that is going to be hung on that hole?<\/p><p>And if so &#8211; do they really want the shelf, or do they just want their room to finally be tidy?<\/p><p>And for that matter, do they want their room to be tidy, or do they just want to feel comfortable when they get home because it helps them relax after a busy day at work?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-338f3769 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"338f3769\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>Customers buy due to emotional reasons<\/h2><p>Instead of putting a picture of a boring drill, with the caption: Power drill: 550-Volt, speed transmission: 50-3,000 RPM, reversible, electronic, vibration level per minute: 0-33,000, maximum drilling diameter in concrete: 10 mm, weight: 1.5 Kg&#8230;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67bddef4 elementor-widget elementor-widget-image\" data-id=\"67bddef4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"360\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1-1024x576.jpg\" class=\"attachment-large size-large wp-image-29200\" alt=\"\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1-1024x576.jpg 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1-300x169.jpg 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1-768x432.jpg 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1-1536x864.jpg 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/just-drill-2048x1152-1.jpg 2048w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56ef1e54 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"56ef1e54\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>it is better to put a picture of a man smiling in work clothes, with the caption: <em>There is nothing like returning to a tidy house, knowing you did it all with your very own hands<\/em>:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71dcf0c1 elementor-widget elementor-widget-image\" data-id=\"71dcf0c1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"458\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046-1024x732.jpg\" class=\"attachment-large size-large wp-image-29201\" alt=\"\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046-1024x732.jpg 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046-300x214.jpg 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046-768x549.jpg 768w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046-1536x1097.jpg 1536w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/05\/Group-8046.jpg 2000w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-417675b9 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"417675b9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>When it comes down to it, most of our buying decisions stem from emotional, psychological motives.<\/p><p>Think about the extraordinary number of couples with one or two kids who recently bought a Mitsubishi Outlander.<\/p><p>Do you think they really need a 7-seater car? Definitely not.<\/p><p>It&#8217;s just an action that makes them feel like a family.<\/p><p>How many people buy an iPhone because they actually did a comparison and came to the conclusion that it is better than an Android phone?<\/p><p>How many people won\u2019t buy an iPhone under any circumstances simply because they don&#8217;t want to be like everyone else?<\/p><p>How many people buy at Walmart because it manages to convey a sense of a marketplace in his stores?<\/p><p>How many people won\u2019t buy at Walmart under any circumstances because it feels like it\u2019s low-class?<\/p><p>And so on.<\/p><p>I know, I know.<\/p><p>You&#8217;re probably saying, &#8220;What nonsense. The fact is that iPhones last longer than Android phones.&#8221;<\/p><p>Or: &#8220;You can&#8217;t argue with the fact that Walmart is cheaper than Trader Joe&#8217;s.&#8221;<\/p><p>So, I am not saying that there are no rational considerations when making a purchase decision, but the decision is made in the end because of a hidden emotional need that the consumer is not necessarily even aware of.<\/p><p>Above the surface, rationalization takes place to justify the emotional choice, but it is not the one that drives the decision.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e83f0f elementor-widget elementor-widget-template\" data-id=\"8e83f0f\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">When it comes down to it, most of our buying decisions stem from emotional, and psychological motives. So, what do customers really want? <\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5ca9ff MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"b5ca9ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>What are the benefits of marketing messages that appeal to emotion?<\/h2><p>You can raise a lot of objections when it comes to rational arguments.<\/p><p>Walmart is cheaper?! Well, we made a comparison and our shopping cart is cheaper.<\/p><p>An iPhone lasts longer than an Android phone?! It&#8217;s cheaper to buy an LG every year than an iPhone once every two years.<\/p><p>These arguments work only externally.<\/p><p>And even then, there is a stronger emotional motivation that lurks beneath.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c209980 elementor-widget elementor-widget-template\" data-id=\"c209980\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/29197#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca49132 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"ca49132\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>How to discover your customers&#8217; emotional motivation?<\/h2><p>When we perform customer optimization processes, we first begin with an in-depth research process that helps us discover their emotional motivations.<\/p><p>But there is a simpler method, and if you do it right I promise you will see a significant improvement in all metrics:<\/p><p>First, write down the basic needs of your target client, then keep asking the question \u201cwhy\u201d until you reach the emotional motivation.<\/p><p><strong>For example: campaign optimization service<\/strong><\/p><p>What does the customer want: to bring more leads.<\/p><p>Why? So they can make more money.<\/p><p>Why? So they can buy a bigger house for their family and buy their children what they want.<\/p><p>Why? Because they believe that if their children grow up to be financially prosperous, they will be happier.<\/p><p>Why? Because they grew up in a small house and their parents could not buy them the things they wanted, and it made them feel insecure.<\/p><p>Why? Because they felt that their parents were not as successful as their friends&#8217; parents and they don&#8217;t want their children to feel the same way about them.<\/p><p>Boom!<\/p><p>Now we&#8217;ve reached the emotional motivation behind the desire to get more leads.<\/p><p><em>Our optimization service will allow you to spend more time with your kids, without having to worry about their financial well-being.<\/em><\/p><p>Of course, I went in a very specific direction with this example and I am not saying that it is the only way of analyzing the situation but I wanted to give you a better understanding of what I meant.<\/p><p>You need to answer the different &#8220;why&#8221; questions, according to how well you know your customers.<\/p><p>If your answers are accurate enough, you will find that suddenly your marketing messages become sharper than ever before.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketers like to bring this example to explain what the difference is between selling a product and selling the benefit that the product gives the customer. But what I would like you to think about for a moment is whether&#8230;<\/p>\n","protected":false},"author":21,"featured_media":31336,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-agencies\/","category_name":"Marketing Agencies"}],"tags":[],"authors":[240],"article_types":[179],"staff_picks":[],"promotions":[],"class_list":["post-29197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marketing","category-marketing-agencies","authors-shuki-mann","article_types-articles"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/29197","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=29197"}],"version-history":[{"count":11,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/29197\/revisions"}],"predecessor-version":[{"id":38148,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/29197\/revisions\/38148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/31336"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=29197"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=29197"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=29197"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=29197"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=29197"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=29197"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=29197"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}