
As you think about these influencers, whether psychological, demographic, personal or social, also think about how impacting a customer’s attitudes and behaviors can assist with your marketing and business development efforts. It’s no secret that emotions are powerful factors that move people into action and cause them to make a purchase. To influence your buyers, you must understand and appeal to them emotionally.
- Impacting Attitudes – How do you get customers to prefer your product/services, believe in your cause, trust/respect you, drop an objective they have about your product/services or recommend/endorse you? Impacting attitudes is about how you communicate and what you communicate (key messages).
- Impacting Behavior – How do you get customers to respond, attend an event, call you/accept a call, respond to a promotion/targeting campaign, actively consider your product/service or accept a meeting? Impacting behaviors is the result of understanding your target. If you can change a customer’s behavior, you are more apt to convert them to your product/service.
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