Emotional Connections

We've all done it: been browsing in shop windows at the latest fashions, or driving by a car dealership and see the newest model parked at centre stage on the lot and think 'I want that' or 'I need it.' On an even larger scale, we see the luxury home or cottage of our dreams that we 'just love.' What is it about seeing these items that makes us want them so much?

Emotional connections are powerful. They speak to us like nothing else can - subconciously. The images in catalogues and online, on billboards and busses are created to speak to us, the consumer, in such a way as to make us desire what we see before us. They deliver a message of fun, prestige, affluence, love, acceptance and friendship. They create desire for these feelings and, in turn, inspire us to purchase.

Beer commercials are famous for creating messages of fun-loving lifestyles and convincing people that if they simply buy the brand of beer, they too will experience the same level of happiness demonstrated in the commercial or photo. Beer companies are on to something!

Let's look at the larger scale of things. For most people the single largest item they will ever buy or sell is thier home. If we take a page from the beer company book of marketing and apply it to the real estate market, we would all be using home stagers and photographers to present a home for sale. But why would we go through the trouble of hiring these professionals when all we have to do is dust the house and then take a few snapshots of the rooms? DIY projects are all the rage - but do you want to put your decorating and photography skills to the test on one of the largest sales you will ever make? Would you want to risk losing thousands of dollars on the sale because your home was not properly prepared and presented to make the emotional connection with potential buyers?

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