Anyone can make a case around factual, solid logic. Your product is great, you’ve used testimonials to show that other people think it’s great. Most businesses use marketing strategies that rely on reasoning. But, is that enough to get your customers to fall in love with you or your brand? I’m thinking, not.
One sale is good, but repeat sales are even better. Convincing people to come back, remember your brand, talk about your business, and connect with you on a deeper level requires a bit of intimacy.
You appeal to your clients and customers in the same way you’d build a relationship with someone.
Here are some ways to increase engagement by appealing to your customers’ emotions.
Marketing that makes them laugh
Humor and business go together very well, but only if you understand your audience. The key is knowing just how far to go without stepping over the line.
The risk is that if you play it safe, then no one laughs and you look like you’re trying too hard.
One of the best ways to use humor in business is to do a play on words. Use a phrase everyone is familiar with and make it relevant to your brand or product. I once read an ad that said, “Got Champagne?” above a lipstick-stained glass. It was obviously a play on “Got Milk” and it was chuckle worthy.
It was cheap champagne, and while I didn’t buy it then and there… I did purchase it a few weeks later simply because I remembered the ad and I happened to be in a liquor store.
Some of the funniest ads are played during the Super Bowl where companies are paying millions of dollars for a 30-second spot just to make you laugh.
Bring tears to their eyes.
Warning: this is easier said than done. People are moved to tears by a reality that is relevant to their lifestyle. Dog lovers cry over dog abuse, mothers cry over fatal child illnesses, nature lovers cry over destroyed wildlife.
Your business may have nothing to do with loss, but that doesn’t mean you can’t create a campaign for it. Find out what your customers and target audience are moved by. Work with a charity that supports that cause or use a portion of sales to go toward donations.
It’s most effective when you spread your message in a variety of ways:
- Create promo videos with appropriate music
- Use real statistics in flyers and ads
- Tell the story of a specific individual
- Ask a provoking question
This Edeka Christmas commercial isn’t even in English and it went viral. It made thousands of people cry because it was genuine, relatable, and incredibly sad. By the way, Edeka is a grocery store.
Try aiming for a smile.
Your number one priority should be to make your customer happy, but a marketing campaign can also be created for that purpose. What are some things that your customers enjoy and how can you bring that to them with your content?
- Alleviate their pain
- Show an act of kindness
- Use children in your promotional materials
- Use vibrant colors
- Create a fantasy, unachievable level of happiness
Charmin said it best, “Define what your brand stands for and your voice. Don’t try to be something you’re not. It may be humor and entertainment, or it could be informative or educational. Understand the nuances of the different platforms and your community and how your brand is represented in each.”
Or you can scare the crap out of them.
Fear is a very short-term emotion with no real lasting power. We remember the ads that make us happy or make us cry and we avoid thinking of the one that scared the hell out of us.
But, it sure is effective.
There are three things you want to include in a fear-based advertisement:
- A specific, terrifying thought that can realistically happen
- An immediate solution to quell or dissolve the fear
- A non-expensive product
People do not buy large-ticket items based on the fear appeal. It has to be a quick, easy and cheap solution that you provide. The fear should also be something we are already afraid of. Convincing me to insure my house in the event that a piano may come crashing down on my roof might make me laugh, but fear is not a realistic expectation.
I found this guide by CoSchedule to be a remarkable tool when deciding what colors to use in my marketing campaigns (and why I use variations of pink, yellow, and green as my brand colors):
Why does emotional appeal work better than logical?
If you present a stance that someone doesn’t agree with, you’ll not only have to convince them to purchase your product, but you’ll have to convince them that your truth is THE truth.
It’s tough getting people to change their minds… and that’s not really what you set out to do when you became an entrepreneur, right? You wanted to add value and a little bit of happiness to people’s lives.
Emotional marketing deepens a connection while logical marketing challenges your customer’s beliefs.
Did you know you can also use certain words to appeal to your audience’s emotions?
Instead of saying “additionally,” you can personalize the experience by letting them know, “there’s more.” Instead of claiming that a product is “superior,” use conversational language like, “better.”
You see how changing a few words brought the tone down from “Business to Customer” and made it “Friend to Friend?”
Do you remember an ad that appealed to you emotionally? Tell me about it below!