Practical Sales Training™ > How to connect with your buyer > The Patriotic Effect

What is it?

The Patriotic Effect focuses on the loyalty we all feel towards the countries from which we hail and the countries within which we live.

Why does it work?

It works because at a basic human level, we seek to support our communities and those around us. Even in our capitalistic world where price is paramount, factors such as the country of origin of a product can be a deciding factor in making the sale.

How can you use it?

This works for physical products more so than services and the intangible. If your products are created in the same country where your business operates and where your clients are, then you may find benefit in publicising this fact.

Example:

A clothing brand prints proudly on its labels and packaging:

“Designed and Made in the UK”

Its website features behind-the-scenes photos of its local workshop, interviews with British makers, and messaging like:

“Supporting British jobs, British quality, and British heritage.”

Why it works:

Buyers who feel a sense of national pride or a desire to support local industry are more likely to choose this brand over imported alternatives – even if it’s slightly more expensive. It taps into loyalty, trust, and community support.

You’ll often see this with:

Food and drink (“Locally sourced”)
Vehicles (“German engineering”)
Tech (“Built in America”)

See also