Knowledge Influences Emotions. Emotions Make Buying Decisions!

Daniel C. Felsted


This month, let’s look at a strategy that helps educate the customer and fosters the buying decision. The following quote reminds us that it is our responsibility to provide the customer with the knowledge that influences their emotions—the buying decision process.


“Emotions determine the use of knowledge.”
    —Kaj Storbacka


Strategy:  Comparison Charts

Do you have a great product? Should customers be busting down your door to get it? And you don’t know why they aren’t? If so, you can benefit greatly from this strategy. Make posters, banners, and tables that compare the feature of your product to that of its competitor: us vs. them, this vs. that, etc. Explain to your customers how these additional features will benefit them. When your customers can plainly see why your product is superior to others, they will do most of the selling for you. Your job is to give them the facts that they can use to make an educated purchase choice. Use call-outs, such as “3 easy steps for choosing the right paper for your printer” that note benefits which both set you apart and highlight the extra services you offer—value-added services. Selling is a battle of perception.

Examples of Comparison Charts

Filson’s catalog does an excellent job of this. They have a picture of one of their duffel bags with a Volkswagen engine in it, hanging from a peg followed by this copy—“Our duffel bag will carry a Volkswagen engine. Will yours?”

On Kimberly Clark’s website,, you will find charts that compare each car cover fabric to a number of possibly damaging items. An excerpt follows.


These companies know how important it is to educate their customers and provide materials that support the buying decision. Look for ways to educate your customers. When you educate them you will increase their buying probability substantially.  

Download 50 Reasons People Buy Little Mistakes that Cost you $50,000+ a Year where I list the 50 reasons people buy and discuss the difference between emotional factors and Logic.

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