The answer is both, but at different times of the sales process.
I’ve talked about the sales funnel before, and about how a deconstruction of the model forms the backbone of the Watertight Marketing methodology (in which I am Accredited and licenced). But when we start talking about logical and emotional messaging in marketing, it’s imperative to understand where in the sales funnel your buyer is at the moment that they encounter your message.
Why you need both emotional and logical messaging
While people are making a buying decision, they’re using two parts of their brain – the emotional part (the “limbic brain” – Google it if you’re interested in the psychology) and the logical part (the “frontal lobe”).
Different products, services and industries will affect how much of the decision is emotional and how much is logical, but you will find that in every single buying decision*, there will be an element of both emotional and logical motivations.
If you know what is driving your buyer’s thinking at the stage they are at right now, then you can make sure your messages are telling them exactly what they need to hear at exactly the right time.
This process is described brilliantly by Bryony Thomas in her award-winning book, Watertight Marketing. And this is what it looks like…
Start with emotion...
As soon as people see something new, they instantly make a judgement on it. And because the subconscious, emotional part of our brains works faster than our conscious, logical part, we end up making that judgement with a very emotional bias.
Have you ever seen a product or a company and wanted to find out more just because “got a good feeling about it”. That’s what’s happening there.
… Then move into logic…
Now, quite quickly, the logical part of your brain kicks in and starts to work out if the offering you’ve seen ticks all your the boxes.
… And back to emotion
Once your brain is satisfied that it’s a viable option, the emotional part of the brain takes over again.
Have you ever thought to yourself “I know it’s the right decision because it feels right”? That’s what’s happening.
How to apply this in your business
Now that’s all very well, and it’s nice to know what our potential customers are thinking and everything, but how do you apply this in your business?
Answer: use the logic sandwich to make sure your customers always hear exactly what they need to hear at the stage they’re at in the sales process.
So that’s the Logic Sandwich – my favourite sandwich in fact… as long as I’m not too hungry, and then I like a BLT.
Bryony Thomas talks in more detail about the logic sandwich, and how it fits into the whole Watertight Marketing Methodology, in her free webinar “4 Steps to Sustainable Sales” (various times).
* Tenders are occasionally an exception to this rule. However, even in a tendering process, how the tender is written and scored can be subtly influenced by the emotional motivations of the person behind it. But that’s a discussion for another blog post!
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