Appeal to Your Customers' Emotions

The recession has created unprecedented consumer anxiety. Consumers don't trust companies to stay around or to do the right thing, especially financial services firms. This means you need to tap into your customers' emotional sides. First, understand what makes them anxious. That anxiety may be distrust of your product or concern over their families and communities. Then, craft a simple emotional message that directly addresses that concern. For example, at a time when many consumers feel financially unstable, one insurance company created a website that explains that because it is owned by its policyholders, it's more likely to keep its promises


Source: Harvard Business Review