Drive Demand Through Emotionally Intelligent Messaging – By Jay Steven Levin

by Jenae Reid on December 18, 2017


Need better conversions? Connect better to your audiences.

Buyers don’t buy what they need. They buy what they feel and desire. Don’t let your need to sell blind you to why buyers need to buy. Go beyond why buyers buy. Understand “how” to active desire.

Knowing how to drive action is more important than knowing why people act. Knowing how to activate behavior leads to richer sales success.

Emotional drivers fit neatly into four areas; control, acceptance, security and, fear. These drivers are emotional and, psychographic. They operate across age, sex, demographics, cultures, products, and services.

Craft your audience messages to appeal to one of the above four drivers. Create a campaign for each behavioral driver. Think, multi-variant trial.

Test and assess to determine which emotional driver converts best. Group A, B, C, or D. For those that don’t respond, move to the next emotional message to further segment your list.

Here’s an example of how to apply emotional intelligence to message one product offer, but with different emotional appeals;

You’re selling student loan debt relief. Group A’s appeal is for gaining control of their debt. Group B’s message appeals to self or family acceptance once debt is eliminated. Group C’s messaging is geared to feeling more secure and, less threatened. D group’s appeal is the relief of knowing the right decision has been made.

When designing an emotionally intelligent campaign, keep in mind 5 points.

  1. Challenge your assumptions. Is your information pure or biased?
  2. The more wrong you find you are, the smarter you will become.
  3. Smart doesn’t equal emotional intelligence. Know the difference.
  4. Uncover driving force desires before messaging them.
  5. Offers don’t sell. Emotions do.

Leverage behavioral and emotional intelligence to reach your goals easier, faster.



Jay’s company WinThinking, increases sales profitability by leveraging emotional intelligence.

This article appeared in issue 41 of FeedFront Magazine, which was published in January 2018.


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