Sunday, December 1, 2019

No deals without the feels

As of this post, the E.T. and Elliot Holiday Reunion Short has been watched 10M+ times on YouTube. This number is certain to go up over the rest of the month. My prediction, it will hit 100M+ views before January.

Released on June 11, 1982, E.T. was an immediate blockbuster, surpassing Star Wars to become the highest-grossing film of all time - a record it held for eleven years until Jurassic Park, another Spielberg film surpassed it in 1993.

The Comcast Xfinity commercial (short film) is a great example of the emotions of sales. How feelings drive purchases. How the way that we "feel about the deal" is at the core of every transaction, consumer or commercial. might have "Won the Internet" for the holiday shopping season 2019.

So, did you shop on Black Friday? Trying to avoid making a purchase on Black Friday is like trying to NOT EAT pie the day after Thanksgiving.

What about Small Business Saturday? The goal of Small Business Saturday is to remind consumers that they play a key role in helping the small business community to thrive, and it encourages people to get out and shop and dine locally.

And tomorrow is Cyber Monday, setting the stage for an Amazon / Walmart / Best Buy / Costco / Target attempt to break the Internet.

Beyond the holiday giving spirit, there are deeper psychological reasons for spending massively.

Everyone loves a deal. When we buy something at a price that's lower than what you are willing to pay, or lower than the expected price - this is very satisfying. Even when we don't need what is on sale, the value of the deal itself triggers dopamine in our brains. In reality, sales happen all year long and prices fluctuate.

FOMO or "fear of missing out" drives people to purchase things they otherwise would not purchase. Consumers tend to give in and make a spontaneous purchase because it feels like a gamble to try to find a better deal elsewhere.

And then there is something called Shopping Momentum. Once you buy one thing, there is a psychological impulse to purchase a second, unrelated product. So, shopping creates more shopping. This is why door-buster deals can have loss leader items to bait you to making a first purchase. ANY purchase will do. You might shop and buy a smart TV at an amazing price, but once you make THAT purchase you then buy other items that are not deeply discounted.

So back to E.T.'s return journey to Earth for the holiday season. It focuses on the importance of bringing the family together. Henry Thomas reprises his role as Elliot, now a father, reuniting with the alien. Cute little E.T. has hacked into your brain's happy chemicals: dopamine, serotonin, endorphins and oxytocin.

Understanding a prospective client's buying motives are much more powerful than possessing selling skills or deploying sales tricks and techniques.

People buy things for emotional reasons, and then they will use logic to justify and defend their purchases. 

OK, class is in session. Watch the video below, and then focus on how you feel. If you are already an Xfinity customer, you are going feel BETTER about yourself. You might not leave Xfinity if you were thinking about switching to a competitor. If you are on the fence, you might become a NEW Xfinity customer, based on your positive emotions.

But simply watching this video will get you into the holiday spirit, and it will help you to justify any and all of your 2019 holiday purchases.

No comments:

Post a Comment