ESP

What is ESP? Emotional Selling Proposition

Emotional Selling Proposition or ESP refers to a salesperson’s ability to convince buyers emotionally.

Sellers may use statements and phrases that create an emotional response from the buyer, such as “You deserve this!” or appeal based on emotions like fear of loss (e.g., “Don't miss out on your opportunity for early bird discounts.").

Emotional selling can happen in face-to-face conversations or via email messages.

It is also common tactic on social media marketing platforms where companies post content designed primarily to evoke emotion rather than provide information about their goods/services.

Example

A good example could be Red Bull Energy Drink’s tagline “Red Bull Gives You Wings." This statement makes reference to the company's belief that their product will provide energy to the drinker compelling an emotional response