Elizabeth Kiefer explains that forging an emotional connection with your customer or client, as opposed to focusing solely on the sale aspect, will create a lasting impression of your marketing in this article on Emotional Marketing:
A study out of the University of Minnesota on forecasting and backcasting emotions reveals that a person is more positively affected by an ad if it first invokes their feelings instead of leading with a selling point. According to their research, "a person who sees an ad for a Caribbean cruise in the dead of winter would expect to enjoy the trip more (and thus be more likely to make a purchase) if an advertiser's copy read, 'Winter getting you down? ...Wouldn't a sun-filled tropical vacation help? Book one today,'" than if the advertiser initiated the campaign with an immediate call to action. The study shows that people make many decisions based on their emotional investment in the outcome, and that by playing to consumers' future goals and feelings, marketers can increase their influence and traction. In short, set the hard sell aside and go straight for the soft underbelly of consumer motivation. |
