Marketing With Emotion: How to Create a Stir
Newsletters, brochures, websites, and even blogs are mediums of communication that reach out to your target market. Without effective ad copy, your market may be oblivious to your message, and it’s one reason why many campaigns simply fail. Knowing who your prospects are is just the first step in reaching out to your new customers, but learning about how to stir their desire and motivation to find you appealing is the necessary element to marketing success. Whether it’s in sales collateral, a newsletter, or a blog post, marketing with emotion needs to be part of your plan.
The first step in choosing your message involves identifying what they really want. Is it status? Vanity? Relief from fear? Increased security? Understanding the basic desires of your customers may require a brainstorming session or two, but the more you can fine-tune your message to appeal to the basic human emotions, the easier it will be to capture their attention. Fear and greed are the most common emotion-stirrers, and are also the themes we see time and time again in mass marketing today. Take a look around and see for yourself which ads stick out from the crowd—in almost all cases, they are presenting a message that is designed to appeal to our most basic desires.
You can use this tactic in your own marketing and advertising campaigns. Design your sales or ad campaign with any of the following as the fundamental theme, and you can easily power up your ideas with a few carefully chosen words:
- Satisfy a curiosity
- Reduce discomfort
- Help them avoid embarrassment
- Provide hope or optimism
- Help them achieve security
- Encourage self-reliance
- Help them become popular
- Lead them to take advantage of a new opportunity
These are just a few of the most common themes in today’s most powerful marketing campaigns. Which ones tend to stick with you in your daily life? How can you sue the same tactics in your own campaign?
One Comment
lawrence
October 7th, 2007 at 11:26 am
good points…
i always like to say, or at least think, that people buy 51% ’sizzle’, and 49% ’steak’
people are emotional beings, they love emotion - for whatever emotion your marketing conjures up. for the most part, people don’t like generic/bland stuff
a mediocre product with good marketing/advertising will beat out a good product with mediocre marketing
that’s why the saying ’sex sells’ works(for the most part). because it’s high on emotion, sex is high on emotion
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