Never hoover in a forest Jim, nature abhors a vacuum.
So does my dog but that’s another story (and one that will be familiar to most dog owners). But the thing about Mr.Spock was that he tried to be logical at all times even though his human side kept bubbling up getting him all emotional.
It’s a problem for me too as I like to make decisions using numbers and calculations (goes with the job), but the emotional me is always there with a “yes it doesn’t stack up but you WANT it anyway, don’t you?”
And with most (if not all) customers decisions are made with the heart first and then rationalised by the head afterwards. So in marketing it is important to appeal to the warm, fuzzy side of people’s nature first before hitting them with facts and figures. You may not even have to bother with the numbers at all. Lot’s of people are very suspicious of statistics assuming they are fiddled in some way or downright made up on the spot (and in fact 45.2% of them are).
Of course if you are selling to number crunchers (engineers, accountants etc) then you need to back up the emotions but even these people are, like Spock himself, only pretending to be coldly logical. Underneath we are vulnerable to feelings just like everyone else. When I bought my first car, I carefully worked out all the buying and running costs of some different models… and then bought the one I actually wanted in the first place.
Have a great Easter weekend
Paul