Not long ago our toaster gave up the ghost. My mother happened to be visiting and told me how I simply must get a big, Dualit one as it’d last me the rest of my life and they make great toast.
A bit of research told me that Dualit toasters are British-made to high quality standards and are designed so that components can easily be replaced which means that the product doesn’t have to be replaced when one heating element goes. Great, I thought! However, when it arrived in the post, I couldn’t help wonder what on earth I had been thinking spending £70 on a toaster!
I lifted it, heavy and shiny, out of its strong box and noticed it had been carefully wrapped in branded tissue paper. I knew then I’d made the right choice.
In that moment, the quality packaging and attention to detail made an emotional connection with me that instantly converted me from a first-time customer to a raving fan. I can’t explain it – writing it down and considering it objectively makes me feel particularly silly – but that’s how I felt.
Bryony Thomas at Watertight Marketing calls this “The Hug”.
What is The Hug?
The Hug is an emotional connection you make with your customers at the moment of purchase, or immediately afterwards.
The connection itself is difficult to describe, because it happens at a deep, primitive and unconscious level in our brains (Google the “limbic brain” if you’re interested) that does not control speech and language. We might describe a purchase, or indeed any considered decision, as “feeling right” but we struggle to articulate why.
Why do we need a “hug” when we buy something?
Isn’t enough to receive a high quality product at a reasonable price with decent customer service? If we were logical, rational beings then yes it would, but we’re not. As marketers, we have to fulfil our customers’ emotional needs as well as their logical ones and this is where the hug comes in.
How to give your customers a “Hug"
Remember, this is an EMOTIONAL connection so think about what would give someone a warm glowing feeling about doing business with you. Here are a few ideas I’ve seen work well:
In what way could you give your customer a hug? Have you seen any other good examples of hugs? Let me know in the comments below.
This blog draws on key concepts, frameworks and illustrations that form part of the Watertight Marketing™ methodology. These remain the intellectual property of Watertight Marketing Ltd and are used with permission and under license.
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