What makes you want to buy something?
Of course, we all set out to buy things as and when we need them. But what about those moments of excited discovery, where we find ourselves purchasing something unexpectedly, with eager anticipation, something we didn’t necessarily need but suddenly desired? How did that feel?
When a brand or business can trigger a “joy moment” – that is, a moment where you feel connected, supported, special, you are much more likely to buy. And to influence others to buy.
Not rocket science, exactly, sure. What is new is that those joy moments are increasingly created within personal conversations on social media.
Why? Because consumers expect brands to be their concierge – caring for them personally, and assisting them to the sale.
On the popular “All The Social Ladies” Podcast, Verifeed founder Melinda Wittstock talks about how B2C sales is a misnomer: We live in a C2B economy. Businesses don’t decide who buys or when. Consumers decide what they want and businesses compete for their fickle eyes and wallets.
In this new world, it’s vital brands discover and learn to predict what “concierge interaction” on social will create that emotional resonance or “joy moment” that inspires both a conversion and a shout out from a happy customer to their friends.
What joy moments have you created for your customers?
Think what is possible when you can anticipate their individual challenges, moods, tastes and needs. Conversations suddenly become personal, meaningful, caring and relevant. An emotional connection is established and trust is built.
Connecting authentically in a personal way is what makes brands and businesses outperform their rivals. Never before have consumers had so many choices and so much content competing for their divided attention, so if you want to sell direct to consumers, you must first create the conditions for them to want to buy from you. They will love you if you love them – and you have the first move.
Listen to or Download the Podcast here to learn how you can boost your Return on Authenticity™ and personalize your connection to consumers at scale.