How your emotions drive buying decisions

by Jeff Rutowski on November 4, 2010

The purpose of any marketing program is to generate sales. Want to know how effective your marketing is? Ask, “How are sales.”

But, marketing is not a silver bullet. As a marketer or a business person, you can’t expect miracles from any single marketing activity. You may mail to your direct mail or email marketing list and not see any sales–the first time. You may not even see results after the second time. In fact, studies show that it can take 20 or more impressions or contacts before someone decides to buy from you.

People buy to solve problems, alleviate concerns, and to eliminate fear. The underlying message to this is that people buy based on emotion and then justify their purchase with facts. This is worth repeating:

People decide to buy based on emotion and justify their purchase with facts.

That makes sense because if you have a problem, emotionally you want it to go away. So, you buy something the makes that problem go away.

For example, there are tons of state and federal rules and regulations that require encryption of email that contains confidential or protected customer information. Penalties include fines of $25,000 to more than $1 million not to mention lawsuits and lots of bad press that can destroy your business reputation.

So, what would the pain or problem be that is causing a business distress over this issue? What are the emotions?

That’s right, fear: the fear of fines, lawsuits, and bad publicity.

So, SecuredMail offers an email encryption service that’s easy to use, cost-effective–less than 27 cents a day, and eliminates the possibility of breaching confidential or protected customer information. The encryption complies with HIPAA, GLBA, SOX, HITECH, and PCI DSS.

So, SecuredMail’s email encryption service protects customer information from breach. So that means no lawsuits. No bad publicity.

If the information is protected in a format that complies with state and federal rules and regulations. So, that means no fines.

Now, what are the facts used to justify purchasing SecuredMail?
1. HIPAA, GLBA, SOX, HITECH, and PCI DSS compliant
2. Easy to use.
3. Cost-effective–less than 27 cents a day
4. Protects customer information with encryption

So, why would any one choose to send unencrypted email?

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