Emotive Selling

Context selling is relatively straightforward.

I'm regularly a/b testing my newsletter registration forms. Context is the difference between;

Learn the art of customer persuasion

and

Hey ecommerce marketers, ready to sell more products learning the art of customer persuasion?

Understandably, involving the job of my subscriber (ecommerce marketing + selling more) makes what I have to offer far more compelling, far more contextual. That's why you're here :)

Emotive selling takes your persuasion skills once step further.

There's a little story that has been chopped and changed for numerous needs, but the general message is this.

A homeless man is sat at the entrance to a subway station in Central Park, NY. He has a cardboard sign at his knees next to a plastic cup. The sign simply states 'I'm blind. Please help'.

Passers by glance at the sign and continue on their journey.

A helpful lady sees the sign. She grabs a marker pen and adds two simple words to the top of the message. The helpful lady passes the homeless man the next morning and his plastic cup is overflowing.

What she wrote had a profound effect on how people viewed the man and those two words persuaded more people to behave in a more charitable way. By giving the homeless man their change.

So, what were those two words?

The sign now read 'It's Spring. I'm blind. Please help'.

Those two words added context, but more importantly they pull at your heart strings. It's always sad to hear somebody's blind. It messes with your emotions when you realise what that somebody is missing. A beautiful spring morning in Central Park.

And, put simply, that's your job. To understand what people are missing not owning your product. That's the value gap you need to fill. It doesn't take heavy investment. It certainly doesn't take a discount code or a flashing 'sale now on' sign. Sometimes it can be as easy as two simple words.