When it comes to marketing, ensuring clear communication of the purposes and advantages of your services is important. However, it’s all too easy for marketing to become overly dry, missing the heart of the matter. Your brand should emotionally appeal to your audience to create a need within them. Here, we’re going to look at some of the ways that you can make your marketing more emotional and, thus, more effective.
Raise your Concerns kindly with your team
If there’s anything that good marketing should do, it should be to identify and exploit a need that the customer or client has. Whether it’s a solution to a specific problem in their life, a luxury to elicit positive feelings, or even more aspirational needs such as the desire for a certain lifestyle, you should always make sure that your marketing efforts are speaking to a need.
Use the power of psychological triggers
Emotion isn’t something that’s always reached with a reasonable argument. Sometimes, you need to appeal to the basest parts of your brain to elicit a reaction. To that end, you should think about the psychological triggers that you can manipulate in marketing. This can include the need for novelty, curiosity, and the desire for success. Being able to position your product using these psychological triggers can create an immediately attention-catching ad.
Multimedia is more effective
Anyone who has been working with social media marketing for long enough will know that more engaging media gets a more emotional response. Images tend to be better at getting a reaction than text alone, and video tends to be better than images. If you have good, gripping content, consider working with video production services to turn it into an ad or a video. You can make the same points, but make them significantly more potent.
Don’t underestimate positive social proof
Humans are social creatures. Even when we think of ourselves as independent and above the herd, we cannot separate ourselves from the perceptions of society. To that end, businesses can really benefit from positive social proof. By showing people enjoy your products or services, you can lend real credence to your marketing message. It’s not just about depicting people enjoying it, either, you can use user-generated content to offer real proof, not just a hypothetical.
Always Stay Sensitive
When it comes to emotional-based marketing, what matters most is staying sensitive; this is especially apparent when it comes to taboo topics, socially challenging subjects, and even difficult industry SEO can be a challenge too.
Overall, when it comes to that punch and that “oomph” empathy and compassion need to be shown. So, make sure while everyone is brainstorming for ideas; people know to stay sensitive. Sure, it may feel like walking on egg shells, but everyone is different, so all of this needs to be handled with care.
Real values make real differences
You can look beyond the needs and reactions related to the products or services themselves, as well. Cause marketing, when not done cynically and when in line with your actual values and passions, can be a hugely influential stance to take and great PR, as well.
You don’t need to feel guilty about the fact that you’re profiting from a good cause if you’re also making real contributions towards, it as well, and you can reach the people who share the same cares and concerns as you.
Of course, your audience is always doing to determine which balance of emotion, reason, and professionalism is going to be the best mix. In B2B markets, for instance, emotion does tend to take a backseat to the cold, hard benefits.
