Want to hear some old news? We make purchase decisions based on emotions. We develop emotional connections to brands, products and ultimately what we will feel if we purchase them...
This isn’t earth shattering news. Public relations practitioners, marketers and advertisers have known it for years.
Today’s blog is about getting practical – how can you build an emotional connection between your brand and your target market?
Find Out How Your Competitors Feel About Your Brand Right Now
There are two HUGE branding mistakes that we see almost daily. The first is assuming you know exactly who your target market is. The second is assuming you know what they think and feel about your brand.
Do the work. Ask the questions. The information you obtain will be invaluable. Approximately 70 percent of our time is spent in research.
When we know exactly who we are writing for, what their purchase motivations are and what stops them from buying we write marketing and advertising copy that speaks directly to them and inspires action.
If you are concerned about the cost of this process here are some highly cost effective ways you can find out what your customers feel straight away.
Talk to your customers
Get out on the shop floor and ask them questions. Be polite and genuine and thank them for the information they have given. If you don’t have a shop floor deliver your online purchases with a survey and give an incentive to complete it.
I recently read an article that described social media as a highly effective insight into your customer’s diary. While the analogy is a little creepy for me it is true. Find out what your customers are saying about you and about your competitors using social media.
Identify the ultimate benefit the customer seeks from your product
When you’re asking questions of your customers, the one at the top of your list should be what is the ultimate benefit your customer gains from buying your product.
What is the emotional benefit a customer receives from your product or service?
Now that you know your customer’s key benefit,
you know where their heart lies
Here are three simple ways to transform your marketing so it speaks to the heart.
It is incredibly tempting to place a stunning image of a hotel as the hero on an advertisement, brochure or website. It will look good. It won’t touch the heart of your consumer. Therefore it won’t prompt them to move forward through the purchase decision journey by seeking further information.
How do you choose an image that will emotionally engage your audience:
Video is an incredibly powerful marketing tool and beginning to grow in prominence across all digital formats.
Facebook has Facebook Live. Twitter has Periscope. Snapchat stitches together videos. Instagram has had video capabilities for some time, but a new feature now allows us to add video content to the swipeable Instagram Carousel ad product. This means we can marry and layer photography and video content.
Starwood Waikiki recently jumped on board this new instagram feature. Click here to view one of their promotions.
Don’t be afraid to speak to emotions in your text. It is too easy to start writing about your product or service from a features point of view.
Our Resort features a spacious lagoon pool, comprehensive Kid’s Club and three family friendly restaurants.
This text gives the reader information, but won’t make them buy. They need to feel a connection between what they ultimately want to get out of the holiday and what your resort offers.
Try this instead:
Hear the kids’ squeals of laughter fill the air as they race each other across the pool. Take a moment to just luxuriate on the beach while the kids make new friends at Kid’s Club. Then break the family record for most prawns consumed in one sitting at the Seafood Buffet. It’s time to make some memories.
If you’re stuck for inspiration for upcoming advertising or thinking of re-doing brochures or your website do this one thing and it will make your audience engage:
Speak to their heart