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Ir más allá de la emoción, para lograr que nos elijan una y otra vez. | Lluis Martinez-Ribes
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30/11/2018
0
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||||| 0 n |||||
1834

Ir más allá de la emoción, para lograr que nos elijan una y otra vez.


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© Foto Josep María Ribes

A menudo escuchamos a gente de negocios hablando de la necesidad de crear una conexión emocional con sus clientes. De hecho, he de admitir que hace unos años yo mismo creía que ese era el objetivo primordial de cualquier empresa.

Conocer las preferencias de los consumidores permite adaptar nuestra marca, productos o servicios a sus gustos, y así lograr que nos elijan antes que a la competencia. Hasta hace un tiempo, comprender la repercusión emocional que una marca o producto tenía en un cliente podía resultar prácticamente indescifrable pero, desde hace unos años, las llamadas “técnicas de neuromarketing” han facilitado mucho la vida a las empresas en este sentido.

No obstante, por la neurociencia sabemos que, si bien conectar emocionalmente con los consumidores es imprescindible para despertar su interés en nuestra marca, eso no va a garantizar que nos sigan prefiriendo a nosotros en lugar de a otras marcas.

Es por eso que, más que la conexión emocional, lo que necesitamos formar es un sentimiento positivo en nuestros clientes. De este modo, lograremos que nos prefieran una y otra vez, y que acaben pensando: “Esta es mi marca”.

En mi último artículo de LinkedIn cuento más en detalle la importancia de saber diferenciar entre emoción y sentimiento, y también de cómo crear este último hacia una marca. En este enlace, puedes leer el texto completo.

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