{"id":24542,"date":"2016-10-26T17:31:09","date_gmt":"2016-10-26T21:31:09","guid":{"rendered":"http:\/\/www.andysowards.com\/blog\/?p=24542"},"modified":"2023-03-14T17:00:43","modified_gmt":"2023-03-14T21:00:43","slug":"emotion-rules-marketing","status":"publish","type":"post","link":"https:\/\/www.andysowards.com\/blog\/2016\/emotion-rules-marketing\/","title":{"rendered":"It’s Emotion, Not Logic, That Rules The Marketing World"},"content":{"rendered":"

We all like to think that we\u2019re rational consumers. We like to think we make choices based on an objective look at the values we have and the value we perceive in a product. Well, that just isn\u2019t true. We buy based on emotion. Based on how perceive values make us feel and even how a brand makes us feel. To succeed in marketing, nowadays, you have to learn that emotion is the key to success.<\/p>\n

Stay current<\/h3>\n

The worst possible response you could get to your marketing isn\u2019t a negative one. It\u2019s apathy. If you\u2019re producing marketing that works with old, irrelevant trends, that\u2019s what you\u2019ll get. You need to know the trends of today. Not just the trends inside the industry. You need to look at the community that uses your product. You need to go into forums and blogs and see what the \u2018word on the street\u2019 is. You can even benefit from getting a look at the trends that are irrelevant to your business. To really connect with today\u2019s consumers, you need to ingrain yourself in the zeitgeist of today. Otherwise, you risk being as irrelevant as your marketing.<\/p>\n

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Get to grips with psychological triggers<\/h3>\n

Trends aren\u2019t the only thing that dominates a conversation. They\u2019re just the tools used to carry those deeper triggers that lurk in everyone. We get stronger responses from some things than others. One that\u2019s easy to exploit at a launch is a need for novelty. People are naturally curious and want to explore things they\u2019ve never seen before. Anticipation is just as much a part of that. Not all those psychological triggers have to be inherently positive, either. For instance, if your product solves a problem in life, then you can use the anger or hostility towards the problem. Framing it as a shared enemy makes consumers more likely to see your business as an ally.<\/p>\n

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The power of positivity<\/h3>\n

Despite the sheer variety of different triggers you can take advantage of, it\u2019s positivity that will win in the end of the day. If you look at some of the most recent trends in advertising, you begin to see some common threads. Signifiers of positive emotions are almost blatantly used to exploit happiness. What\u2019s even more significant is how well they work. For instance, most people have an almost instinctual love of dogs. It\u2019s no surprise that they feature quite heavily in modern advertisements. Despite how cynical we can be, we still form the strongest connections based off of happiness. Positivity leaves a stronger lasting impression than appeals to the fears or risks of missing out on an offer.<\/p>\n

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Tell the best possible story you can<\/h3>\n

So, when you look at your product, you need to think about just how it can be tied to those feelings of warmth and happiness. As with all things, it\u2019s easier to digest if you put it into a narrative. Your narrative shouldn\u2019t be about what features you offer over your competitors. It should be about the impact your customers can feel due to purchasing your product. You need to start with a logical look at what the unique value of your product is. Think of those features. Think of how they help people. Then add a liberal dash of hyperbole. Think of the best possible outcome someone could get from the impact of your product. Tell the best story you can with it.<\/p>\n

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It\u2019s how you tell the story, too<\/h3>\n

A narrative is only as strong as how it\u2019s told. If you want a bigger emotional impact, you need to appeal to more of the senses. Content marketing is a strong way to build a brand as an expert and demonstrate knowledge. But it\u2019s hard to get emotionally invested in an article. Photography, as a more visual medium, can tell a story. The logical conclusion, however, is to use a format that is perfectly suited to providing a narrative. That is the format of video marketing. Video advertisements prove, by far, to have the most emotional impact. They also have the best chance of keeping a viewer\u2019s attention and becoming viral. But you need to avoid the trap of producing low-quality videos. If you\u2019re serious about video marketing, you need to consider help like video production services.<\/p>\n