We Buy Benefits.

Successful businesses are those that advertise the benefits of their products. Instead of just stating what the product does they sell it to you on an emotional level by creating situations you can relate to. They do this by defining the rational and irrational decisions people will make before they buy specific products. They then combine the rational and irrational in their advert.

In this GHD advert the rational decision would be I need to use this product to straighten my hair. The irrational is that every one will be looking at me, I’ll look different, be envied by others. Therefore if you buy these GHDs you will be able to straighten your hair and be more beautiful.

Taking every day objects I will point out the rational and irrational decisions that could be made by the customer.

Flip Flops

What?

Grey rubber flip flops. Shoes to wear during summer.

Rational:

• Protect feet.
• Keep feet cool.
• Quick to put on.
• Comfortable.

Irrational:

• Memories of summer.
• Reminder of holidays and the beach.
• Lazy days.
• Fashionable.
• Co-ordinates with certain outfits e.g. shorts.

Pen

What?

Black plastic pen.

Rational:

• Used to write with.
• Black professional colour for form filling.

Irrational:

• Can use to write letters to loved ones.
• Doodling.
• Jotting down quick notes.

Drawing Pin.

What?

Yellow drawing pin.

Rational:

• Used to pin items down or to a wall.
• Hang things from.

Irrational:

• Can display photos of holidays or special occasions.
• Pin up art work or posters in bedroom.
• Mark on a map places to visit.

Combining the rational and the rational decisions in an advert makes people want to buy.