Smart Cars, Dumb Buyers
If you ever needed proof that we make emotional buying decisions, look no further than the smart car.
The smart car is a tiny two-seater that appeals to environmentally concerned folks. (I’m guessing the majority of the buyers are either single or married with no kids.)
You don’t buy a smart car because it’s a logical thing to do. The reason you buy a Smart Car is to make an “environmental statement.” Let me offer some proof:
Right now, a base “smart fortwo pure” costs $11,990.
And a base Toyota Yaris costs $12,205.
Of course, the Yaris includes air conditioning and power steering standard; the smart fortwo pure does not. So if we add those features in, we’re now up to $13,040 to get a similarly equipped smart car.
Alright, so how do these two cars stack up?
Compared to the smart fortwo pure, the Yaris has:
- double the seating space
- a 50% bigger engine
- 36 more horse power
- 35 more ft-lbs of torque
- vastly more luggage space
- 2.4 extra gallons of fuel capacity
- anti-lock brakes (standard!)
- and a higher top end (the smart fortwo has a max speed of 90 mph)
So what does the smart fortwo have going for it?
Well, you get slightly better gas mileage (33/41 vs. 29/36). And you get a car designed to be recyclable from the start. In theory, it is more earth friendly.
The reason I bring all this up is because humans are emotional creatures. We make emotional decisions in spite of logical justifications.
If we bought on logic, then nobody would buy a smart car. After all, who wants to pay MORE money for the privilege of driving a car that has far fewer features and capacity?
In this case, making an “environmental statement” is a valuable enough emotional benefit that people will pay good money for it.
What is the core emotional appeal of your service or product? What emotional benefit are people buying when they buy from you?
If your product’s emotional appeal is strong enough, it will trump logic — bringing you more passionate buyers who are willing to spend more money with you.
-Ryan M. Healy
