It’s all About the Emotion

Many people like to cry! They like to laugh! And they respond to words the same way. Emotions are a sticky subject in the world of marketing. You don’t want the audience to fall into a puddle of tears, but you want them to have an emotional reaction to what you are selling. It doesn’t matter if it is a product or a service, there has to be an emotional connection. You choose a doctor based on your emotional attraction to the doctor’s knowledge, calm demeanor and wise ways. You pick a lawyer with an emotional connection to their wisdom, their even temperament and to their advice. When marketing your business, you have to create a little emotion. Studies show that emotional marketing works. Whether it is making you laugh, cry or jump out of your seat with a scare, people love to cry or laugh. There are some proven tactics that can help boost response to direct marketing campaigns by using good old emotions.                                   

Creating a story with an ad with a heartwarming core can evoke emotions of safety and comfort. Descriptive and compelling copy can trigger feelings that people want to take action..Effective marketing can trigger someone to respond in the way you want them. Studies have been done that prove when people are deciding on a product, they use their emotions based on their feelings and experiences rather than facts and figures. Liking an ad gives it positive emotions which influences the loyalty and trust in the product. It all depends how how the consumer feels. Pointing out the features and benefits of the product are just a part of the story, but the feeling is the core of the purchase.

 

In order to make a connection to your client, prospect or customer, you have to fulfill an emotional need. Do you remember the ad about the refrigerator with the big red bow around it as a surprise gift for mom. Yes, the refrigerator was nice and the bow was cute, but it was the fact that the family all gathered together to surprise mom that made refrigerator sales skyrocket!! You can sell practically anything from dish soap to roofing tiles if you use a bit of a tug on the heart. Your job in marketing is to find the equilibrium between the emotional side and the reality of the product. You want your target audience to choose what is right for them. In order for your emotional marketing to work, it needs to stand out, promote trust, drive action, and increase  success.                                                                                                                                           

Using emotional words can get the attention of the customer. You need to get the attention by getting them to feel something. The right words can set a fire, create passion, fan the flames of anger and even move them along to the final choice of purchase.There are difference between a rational word and a more emotive one. Telling someone to “click here” or “read now” or “discover new ways to save” are all very different but one of them makes the reader Click. They are bland, bland, curious. It is an invitation which makes the reader excited to find out more!                            

 

Color is a great creator of emotion. Using color fonts or background causes the human to respond a certain way. Yellow is bright, positive and cheerful. Green is new and natural and blue is calming. Reds are warm and caring or can be a warning. Instinct causes a person to respond to color. When using color on any marketing materials, including any online site, be consistent with the colors you use for your branding. A marketing campaign can use additional colors with the fonts and images and the buttons as long as your branding colors are found in the piece. When deciding on the colors to use in your piece, think about the ambiance, moods, and feelings that are stirred up by certain colors. Remember the relationships between a color and a specific emotion.                                                                                                                                           

When using pictures on your marketing materials, pick the ones that evoke a positive outlook on your company and its environment. You want to show happy employees along with happy customers. It is well know that an emotion is contagious. If someone is in a bad mood, everyone ends up being in a bad mood! That is why your images need to convey satisfaction, happiness and simplicity. A bright yellow smiley face was developed for a reason!! The human being is wired to feel better when we see a smiling face. We have a natural desire to be part of something, to connect, to join together with other people.

 

Testimonials are absolutely necessary on your marketing pieces. It is the proof that you have the experience and the knowledge to do the job. When people read testimonials, they feel better about making a choice of using your company. Testimonials allows your customers, partners, employees, and others to speak for you about you. Incorporate testimonials and reviews into your materials, from direct mail letters and postcards, emails, and landing pages. When prospects see that people have a great experience with you and your company or even your products and services, they are more likely to choose you over someone else.

 

Making a strong connection with your prospects, customers and clients is the backbone of a thriving business. By using emotional words, you can create an environment that focuses on the customer experience and the way you deliver it. Feelings are very important to people and it creates a long life for your business. Just like that doctor or lawyer that you so carefully chose, people choose which businesses they want to deal with. Loyalty is hard earned, but you will have customers for life.                                                                                                                             

Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. It is cost-effective, versatile, highly customizable, quick and easy to set up, reliable and helps you stand out from the typical marketing routines of your competitors. The advantages of direct mail marketing are limitless! Also, the results of your marketing efforts can be measured and tracked easily when using direct mail – no more complicated analytics or time wasted wondering what works and what doesn’t. Using highly-target mailing lists, coupled with unique letters and envelopes, Everest Direct Mail and Marketing can design your direct mail campaigns to ensure your potential customers heed your message by putting your advertisements directly into their hands.In the spam-riddled world of today’s online marketing, using direct mail to publicize yourself makes every cent of your marketing budget count with a high chance for a strong return on your investment.