3 Reminders that Get People Moving

How do human beings make decisions?
What is it that causes us to move from a prospective buyer to a loyal customer?

Is it understanding certain features and benefits? Maybe.
Is it price? That certainly plays into it.

What many people don’t realize is that the decision-making part of the brain is the emotional part of the brain. While some people certainly process more logically than others, the final buying decision is much more closely tied to emotion than anything else.

“I read through the brochure and it just felt like the right fit.”
“I looked at their website and knew in my gut that they were the right company for us.”

Those are the kinds of things we say when we’ve made a decision … because our final decision is based on “feeling good” about something. The question is, what does it takes to get your buyers to the point where they are “feeling good”?

If we understand this, then our marketing messages should both begin and end with more emotive language. The features and benefits descriptions still need to be included, but they should come in the middle, not at the end.

When we’re ready to make the call to action, we need to appeal to the emotional part of the brain. Here are 3 things to keep in mind when writing your call to action.

  1. Be clear.
    No one feels good about a fuzzy decision. So make your ask direct and clear.
  2. Be concise.
    The call to action, the final ask, can’t be long and drawn out. “Buy Now!” “Get Started!” “Learn More.”
  3. Use emotional language if possible.
    The lead-up to the call to action needs to address any fears and invite the audience to get moving … and that means emotion. This is why scarcity (“Only 3 more left!”) and urgency (“Sign Up Today!”) can work effectively if used well. They’re tapping into the emotional side of the brain.

Features and benefits are important. Getting people the right information matters. But ultimately, the thing that will move people into action is an emotion.

> Read more from Steve and the ID Digital Team here.



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Steve Finkill

Steve Finkill

Steve Finkill is the Chief Messaging Officer at ID Digital, a verbal, visual, and marketing company. Dream Vacation: Driving the Pacific Coast Highway with my wife. Stopping for great food and some golf along the way. Ice Cream Flavor: Vanilla with real peanut butter mixed in. Favorite Films The Shawshank Redemption, The Empire Strikes Back, and Tombstone. Surprising Personal Fact: I was the Table Tennis Champion of my middle school. Favorite Album: The Firm Soundtrack, Dave Grusin. Coffee: Never. Beverages are meant to be cold.

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comment_post_ID); ?> Thank you Ed for sharing your insights into the Church Growth Movement. I have my reservations with Church Growth models because it has done more damage than good in the Body of Christ. Over the years, western churches are more focused on results, formulas and processes with little or no emphasis on membership and church discipline. Pastors and vocational leaders are burnt out because they're overworked. I do believe that the Church Growth model is a catalyst to two destructive groups: The New Apostolic Reformation and the Emerging Church. Both groups overlap and have a very loose definition. They're both focus on contemporary worship, expansion of church brand (franchising), and mobilizing volunteering members as 'leaders' to grow their ministry. Little focus on biblical study, apologetics and genuine missional work with no agenda besides preaching of the gospel.
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comment_post_ID); ?> Thank you for sharing such a good article. It is a great lesson I learned from this article. I am one of the leaders in Emmanuel united church of Ethiopia (A denomination with more-than 780 local churches through out the country). I am preparing a presentation on succession planning for local church leaders. It will help me for preparation If you send me more resources and recommend me books to read on the topic. I hope we may collaborate in advancing leadership capacity of our church. God Bless You and Your Ministry.
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