Emotional Selling to increase brand power

By: Mochamad Ismail

When we see an ad on tv or newspaper. Sometimes there is an ad which doesn’t tell about the benefit of product. What the ad show is about lifestyle only. The happiness of young people in the city, laugh, smile, romantic, friendship, etc. And at the end, the screen shot show the brand of product only.


Another ad show the benefit of product. By action, the beautiful woman talk to audience about the benefit of using the product. Her boy friend coming to her and flatter her with love. Some script tell the benefit. At the end of the ad, screen shot show the product and brand with that beautiful woman is smiling.

The story of ads above we always see everyday on tv or newspaper ad. The first ad use emotional selling approach. The second use rational selling approach. So what really is rational and emotional selling approach?

As we know that the competition of among products or brands are very tight today as we see the ads on tv especially. If we go to the store to buy such as a tooth paste, there are many products with the different brands on display. Sometimes it makes headache if we don’t have an intention to choose which brand we are used to except we’re first time with the produtc and never know which brand are suitable the need.

Therefore, an emotional selling is created in a product campaign. When many products have the same feature, the same benefit we need to add the new value to make it different and so that it has the selling point.

The new added value of products can be created based on:
- Packaging: Special design, special form or more safety because of the material packaging has special material to protect the product inside, or other thing that makes packaging has added value for customer.
- The ingredients. The natural row material could make “trust” to customer about the benefit and the safety.
- The style of usage: Sometimes the product has special way in usage. Like a cigarette has special style before the cigarette is smoke for some brand.
- The location of the product is made. Some places usually has something different with others. Therefore that different thing could be the added value because that makes special for the product.
- The history of product could be the power to make it different.
- Other things that make the product different with other brand.

There are million ways to increase sale of product are created. Both emotional and rational selling are one of the way to take attention of target market. But above all, the goal is everything that is how the customer will buy, buy and buy again...

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