How to lose $3B and feel good about it
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Photo Credit: Shutterstock

The billion dollar emotional trigger

Photo Credit: Shutterstock

Photo Credit: Shutterstock

This guest post was written by Talia Wolf, VP of Business Development at Conversioner.com – a conversion optimization company that specializes in increasing revenue with emotional targeting. This post originally appeared on the Conversioner blog

In one of my recent posts I discussed the fact that 90% of our decision-making in life is irrational and that marketers could use this fact to benefit their marketing efforts. Why am I telling you all this again? Because Evan Spiegel (Snapchat’s CEO) just acted as a live case study to prove it.

Photo Credit: PR

Photo Credit: PR

23 years old Evan Spiegel, CEO of a revenue-less app turned down a $3 billion offer. Why you ask? Because Mark Zuckerberg didn’t treat him nicely. Because of EGO.

Triggered by the “Self-imageemotional trigger, Spiegel decided to give up on what may have been the deal of a lifetime.  Self-image is an emotional trigger that exists in most of us on all different levels. People who are motivated by “self-image” are people who think highly of themselves, do not appreciate being put down, will not settle for second place and care a lot about people’s perception of them, they want to be the winners or at least look like winners.

Depositphotos_3757741_sAt conversioner we recognize these triggers and use them. After running our psycho-emotional research we profile our client’s users and find the right emotional triggers that will motivate their users. For example, a self-image person, like Spiegel, may need to be dared.

In one of our most successful tests we used the sentence: “Real winners play for real” – meaning: You’re only a winner if you’re playing for real cash.  It’s all about the messaging and the design. Trigger your users, light up a fire you know exists in them and wait.

For years now offline advertising is based on exactly that; don’t show the product, make them feel it. Think about all those perfume ads on TV, when was the last time you understood one of them?

People buy a product or service for what it makes them feel. Not its features, services or cost, they might say they do but they don’t. People will spend a lot of money to feel good.

And, people will give up on a lot of money ($3 billion to be exact) to feel good too.

Use it or it will use YOU.

Photo Credit: Shutterstock/ Turning down money

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Talia Wolf

About Talia Wolf


Talia Wolf is the VP of Business Development at Conversioner.com – a conversion optimization company that specializes in improving funnels, landing pages, mobile pages and more.

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