Emotion-Science Can Reveal The True Reasons That Buyers Buy


I love my family. And I believe in lots of life insurance. Therefore, customer conversion for someone like me should be easy for an insurance company.

Not necessarily.

Without knowing the real reasons I buy, most insurers would promote the assumed benefits. I’d be doing the smart thing for my family, and I’d save money by choosing them. They also might throw in the types of products they offer, how much replacement income is needed, and their ability to generate a fast quote.


Customer conversion is elusive. My original purchase intentions reasoned that my family would be taken care of. They wouldn’t have to worry. And I’d have done the right thing for them. All spot on.

However, when I connect with my deeper emotions, I realize there are other reasons hiding behind the obvious. First, it’s my legacy. (Translation: My inner Leo?) I want this to be an act of love that’s appreciated and enjoyed every day, long after I’m gone. And I want it to be life-changing for the next generation too.

Secondly, it’s about the feeling that I get now, in this life, knowing I’ve invested in this gift.

I’m buying the fantasy of how I want my family to live, to feel, and to remember me after I’m no longer here physically. And I’m satisfying my need to feel generous, caring, and accomplished, now.

It’s not about comparison shopping and fast-quotes. In fact, that’s a turnoff. I want to feel like I’ve joined a special club by being able to buy the right amount of coverage from the right company.


So how is this a metaphor for your business?

When customers are drawn to your products or your brand, it’s essential to know why. In most cases they’re not coming just for the features, functionality, and potential savings.

Customer conversion is tied to a buyer’s longing to replace a current feeling with an emotion or set of emotions that makes them feel better. It’s their inner self — their emotional core — that’s driving the decision. It’s a place where logical-brain surveys don’t go.

I have no doubt that many people view insurance as a begrudging necessity. They just want to get the purchase over with as quickly and as inexpensively as possible. And that works for many.

But how do you convert customers who are looking for something more transformational — not just for their families, but for their inner selves? Unless you research this with the right techniques to uncover buyers’ deep emotional needs, you won’t know how to market to them. And they’ll buy elsewhere.

Knowing customers’ true motivations is essential. Messaging potential buyers about product specs, functionality, ease-of-ordering, and prices could be the wrong approach. Brand connection can still play a huge role, even if your products are utilitarian in nature.


Emotion-centered research can help you know for sure what motivates your customers. It can also reveal what they feel about their purchase experience, your marketing, and your brand. These research techniques can improve your conversion of first-time buyers and your ability to retain existing clients. It works for B2C or B2B.

That’s the research that Brand Aura does. We’re here to help you connect with new buyers at a deeper level. We can help you convert more of them. And we can help connect existing customers with your brand. How great would that feel?

Brand Aura is a marketing research, publishing, and strategy company that helps business leaders to improve employee retention, customer acquisition, and customer retention to achieve sustained growth. Our most recent research study, Employee Retention, Motivation & Culture: The Intelligence to Build and Lead an Emotionally Connected Team, is available at BrandAura.com. Brand Aura also offers custom research and strategy engagements to assist clients.