Know Your Hook - The Online Retailer's Guide To Emotive Selling

@irhodes www.irhodes.com
UNSHACKLE YOUR RETAIL BUSINESS
Know 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 selling
2. What it means to your retail business
3. 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 YOUR
PRODUCT…

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?
ian@irhodes.com
@irhodes

Know Your Hook - The Online Retailer's Guide To Emotive Selling

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