From an article published by VeryWell.com, “In psychology, emotion is often defined as a complex state of feeling that results in physical and psychological changes that influence thought and behavior.”
There’s no denying that marketing, of all types, can be used to evoke specific emotions in potential customers. A classic example we can relate to would be the ASPCA commercial featuring Sarah McLachlan’s “Arms of an Angel” sung over images of abused animals. You’ve likely seen it, but if not, grab a box of tissues and view it here.
But utilizing emotions in your marketing isn’t necessarily just for mega-brands with massive ad budgets. You can engage with consumers on a variety of emotional levels if you can gain an understanding of a few basic mental and/or emotional triggers — that we all have as humans — and can be used to effectively market your business to a targeted audience. Below we are going to highlight five of these “triggers” and how to use marketing to evoke emotion in your customers.
1. Consumers want to belong…
...and a buying decision can reflect a need to belong to something. PC or Mac? iPhone or Android? As humans generally we enjoy being part of a group, family, or even social network. When it comes to your marketing, the moral of the story here is to create a community around your brand.
This could mean creating a customer loyalty program for your business. 74% of Baby Boomers, 58% of Gen X and 41% of Millennials say they would be encouraged to spend more with a brand that has a loyalty program. Or even utilizing your social media to offer excellent customer service. Social media naturally plays into our human emotion to want to belong and participate as we group.
As a local or regional business, think about your image in the community and involve yourself with other businesses or with charity organizations. At the end of the day, a consumer wants to buy from a business they like. Highlight all of the reasons they should belong, as a customer, with your marketing efforts.
2. Be Known as Trustworthy
Being known as a trusted business in your community is extremely valuable to the longevity of your company. Consumers are spending their money differently and have more more choices than they did before, so why are they going to chose you? Of course, trust isn’t necessarily something you can make up but think about how you can highlight differentiators for your business in the marketplace. Promote any awards you’ve won, certifications you have, or customer testimonials on your website to call attention to the reasons a potential customer should choose you.
3. Highlight Values
In both senses of the word, you can align with consumer values and also offer a specific value to the consumer. Again, people want to buy from businesses they like and trust. Involving your business with charities or community organizations is a great way to create a positive brand image.
Now old and new customers will all find monetary values favorable — for example, how can you save them money or how low your price is — but you also want to promote aspects like customer service and support to create a more compelling and targeted message, in regards to your marketing.
4. (Instant) Gratification
Today we are conditioned to expect to get things instantly. A 2016 video from Google says two seconds is the threshold for e-commerce sites. From a web page loading to online shopping, shoppers have had better access to items they want to purchase — thanks to the internet, of course — than they’ve ever had before, especially speaking in terms of price and variety.
A perfect response to this is to be available for your customers. Offering great customer service is a must, and for Hampton Roads, in particular, being available in response to inclement weather can be a major differentiator for your business.
5. You Can Use Fear
The fear of missing out is real and as your marketing is concerned some businesses can and will use fear differently. Fear to consumer could mean a threat of sorts — like home damage from a storm — or simply missing out on a deal or promotion. With your marketing efforts, you always want to create a sense of urgency around promotions but also around life events, as mentioned above. When using fear, some best practices suggest using it sparingly in your marketing in order not to drive customers away but also keeping them engaged in what you have to say.
For your marketing efforts to be effective and memorable, it’s beneficial to tap into basic human emotions to stand out from the crowd. Need help creating effective marketing messages that increase sales? Learn more about what we can do for your business and contact an expert at Hampton Roads Marketing Now for help.