Know Your Hook - The Online Retailers Guide To Emotive Selling

@irhodes www.irhodes.com

UNSHACKLE YOUR RETAIL BUSINESSKnow Your Hook: The Power of Emotive Selling


ME? HOWDY.

I help makers sell things and sellers sell more things

It's what I've been doing online for 20 years


YOUR TAKEAWAY FROM TODAY

IDEAS & ACTION-POINTS TO HELP YOU BUILD A GREATER CONNECTION WITH YOUR ONLINE AUDIENCE

1. Introduction to emotive selling2. What it means to your retail business3. Examples of emotive selling in action


HOW WE ‘TYPICALLY’ BUY?

1. Reciprocation - taking and giving

2. Commitment - going back to where we know

3. Social proofing - validation that we're not in

this alone

4. Liking - buying from the people we trust

5. Authority - trusting in the knowledge of others

6. Scarcity - the love of rarity


BUY FROM YOU OR BUY INTO YOU?

… why does it matter?

ARE YOU INVITING PEOPLE TO


BUYING FROM YOU BUYING INTO YOU

PRICE DESIRE

CONVENIENCE NEED

QUICK DELIVERY DIFFERENCE

SECURITY & TRUST BELIEF

EASE CONNECTION

AVAILABILITY HABIT

CHOICE EXCLUSIVITY

WHAT’S THE DIFFERENCE?


THE RETAIL SWEETSPOT

Buying From

Buying Into


FROM THIS…

PRESENTING A MESSAGE


TO…

FEELING A MESSAGE


IT’S ABOUT HOW WE MAKE PEOPLE FEEL


HOW DO YOU INJECT EMOTION INTO YOUR RETAIL SALES PROCESS?

… let’s learn from a blend of retailers and product makers


EMOTIVE SELLING

5 EXAMPLES I’M SHARING TODAY:

1. KINSHIP – A sense of unity

2. ASSURED – A sense of comfort

3. EMPOWERED – A sense of confidence

4. INTRIGUED – A sense of curiosity

5. INSPIRED – A sense of enthusiasm


1. BUILD A KINSHIP WITH YOUR AUDIENCE


KINSHIP – HUCKBERRY.COM



A sense of community - catering to a specific type of person (you as your customer)



“The products on our site are culled from all over the world to suit the diverse interests of our team, and can often be found in the bed of our trucks, keeping us warm and dry on our bike ride to the office, and on our not-so-tidy desks.”


EMOTIVE SELLING THROUGH KINSHIP

⭐ Lead with email

⭐ Build community through visuals (Instagram)

⭐ Curate user-created content

⭐ Blend content and products

⭐ Themed categories


2. GIVE ASSURANCE TO YOUR AUDIENCE


ASSURANCE– McNAIR SHIRTS


ASSURANCE– McNAIR SHIRTS

A sense of mission – striving to create the very best product


ASSURANCE – McNAIR SHIRTS

“Thanks for your patience so far, we weren’t going to release any shirts until we were sure that we had met

the challenge of making the best mountain shirts in the world. And we’re sure the wait for your shirt will be worth it – it’s a thing of

beauty.”


EMOTIVE SELLING THROUGH ASSURANCE

⭐ Tell your story

⭐ State your mission

⭐ Share your process

⭐ Consistent use of testimonials

⭐ Video to drive home the message


3. EMPOWER YOUR AUDIENCE


EMPOWERMENT– GOULET PENS



Educate your audience – give away everything that you know



“Our mission is to provide fountain pen enthusiasts with the most personal online shopping experience

through comprehensive education, exemplary service, and products

we believe in.”


EMOTIVE SELLING THROUGH EMPOWERMENT

⭐ Build a community of enthusiasts

⭐ Make email your most important channel

⭐ Be personable

⭐ Show behind the scenes

⭐ Invite questions


4. INTRIGUE YOUR AUDIENCE


INTRIGUE - STORY


INTRIGUE - STORY

Think beyond the product – Collate and create a cause


INTRIGUE - STORY

“STORY is a retail concept that takes the point of

view of a magazine, changes like a gallery and

sells things like a store.

STORY completely reinvents with the goal of

bringing to light a new theme, trend or issue.”


EMOTIVE SELLING THROUGH INTRIGUE

⭐ Theme your stock lines

⭐ Source limited-run products

⭐ Limited-time promotions

⭐ Be more than just a retail store

⭐ Work with collaborative partners


4. INSPIRE YOUR AUDIENCE


INSPIRED – STUMPTOWN COFFEE


INSPIRED – SADDLEBACK LEATHER


INSPIRED – BARON FIG

“Ideas are like the wind—sometimes they come flying in out of nowhere, other times

they float softly through, barely perceptible. The Apprentice is your idea windmill, ready to

catch the winds of inspiration and put them to use.

Take ideas anywhere.”

THIS IS HOW YOU DESCRIBE YOURPRODUCT…


SO, WHERE’S THE SUCCESS?

INSTAGRAM FACEBOOK TWITTER YOUTUBE

HUCKBERRY 159,000 107,000 27,000 56,000

McNAIR 1,700 2,000 680

GOULET PENS 25,800 15,800 12,500 7,779,000

SADDLEBACK LEATHER

28,400 60,000 6,500 3,964,000

BARON FIG 4,000 8,000 4,300

THEY’RE BUILDING THEIR OWN TRIBE WITH IMPRESSIVE LEVELS OF ENGAGEMENT


HOW DO WE DO THIS?

⭐ Retailers – Tell the story of the products you sell

⭐ Nurture collaborators / ambassadors / advocates

⭐ Know just who your ideal customer really is

⭐ Be consistent in your emotive selling

⭐ Show your audience you’re people on a mission

⭐ Be unconventional in your approach to marketing

TARGET AN EMOTIVE CONNECTION WITH YOUR IDEAL CUSTOMER


EMOTIVE SELLING DIFFERENTIATES YOU

IT ADDS PURPOSE TO YOUR MARKETING

WHAT’S YOUR HOOK? ANY QUESTIONS?

[email protected]@irhodes