There is a reason why some marketing techniques work and others don’t – it’s when an advertisement reaches its audience and makes them feel something that it will work best. Your audience needs to be convinced that whatever you’re selling will benefit them and that missing out wouldn’t be in their best interests.
Understanding the human mind, even only basically, will help you improve your marketing strategy. The idea of any advertisement is to convince the viewer they need what you can provide; using techniques that will subconsciously do this will get you your desired results.
It’s a connection between marketer/business and consumer that will convince them to come to you to buy your products or services. Creating a connection starts with forming an emotional response in them. From the Hubspot Blog is Josh Ritchie to help explain this further:
Successful content marketing is about creating a connection between your audience and your brand.
This doesn’t mean just throwing content at them. It means creating content that they truly value — content that serves their needs and addresses their biggest pain points. And this type of content is much easier to create when it’s informed and driven by empathy.
As Dr. Brené Brown notes, “Empathy is feeling with people.”
When you put yourself in your audience’s shoes, it becomes easier to acknowledge their struggles and think critically about the best solutions. That’s why empathetic content marketing is such a powerful strategy for businesses — both B2B and B2C.
After understanding the importance of evoking an emotional response from your audience, you then must determine exactly what emotions you want them to feel. And whatever you decide will need to make them want to buy from you.
This can be a bit tricky. No one likes to feel like their emotions are being toyed with, so you need to be subtle – but you can’t be too subtle or the message might be missed completely! Craig Simpson from Entrepreneur.com published this excerpt from his book, addressing this issue:
Marketers must determine what feeling has to be aroused to lead prospects to take action. From there, they must consider what kind of argument should be presented to inspire that feeling in readers so that taking action will become irresistible. As Collier put it:
Isn’t the prime requisite arousing in your reader the feeling that he must have the thing you are offering, or that he cannot rest until he has done the thing you are urging him to do?
Of course, people don’t want to feel as though their emotions are being manipulated. They want to believe they’re making decisions based on logic (i.e., you have to placate that good old cerebrum). The challenge of the writer is to present arguments that seem to convince the intellect, while in fact aiming at their emotions.
If you’re not sure who Robert Collier is, read about him here.
Ideally, a marketing strategy should be directed at appealing to a consumer’s logic while also evoking in them an emotional response that will drive them to listen to that logic.
When a consumer is deciding whether or not to buy something, their decision is based on both logical reasoning and emotion. This extract from an article by Kunle Campbell on BigCommerce.com explains the balance between the two in the decision-making process:
Your Primer to the Psychology of Marketing: The Science of Emotional Buying and What Marketers Can Do About It
When presented with a range of choices at the point of making a purchase decision, the average consumer seems to think that his or her purchase decision is guided by rational analysis.
The reality however is that emotions play a predominant role in majority of purchase outcomes. Emotions tap into previous and related experiences that seem to attribute subjective values to each option under consideration.These subjective values translate to preferences that lead to our final decision.
Emotions play a central role in consumer behavior; our buying decisions seem to be driven by emotions and then justified with logic.
For the best marketing results, you need to ensure that every advertisement or strategy you do will command the interest and actions of as many customers as possible. In summary, the easiest way to do this is to appeal to them both logically and emotionally.
Image source: https://www.bigcommerce.com/blog/marketing-psychology/