We live in a time of oversaturation when it comes to marketing. Everywhere you look, you are being marketed or advertised to. From the more traditional TV and radio ads, to personalized remarketing ads following your online travels, we are constantly being bombarded by company messaging and promotion. So, the million dollar question is, what can you do to make your business stand out amongst all the rest?
Certainly, there are many answers to this question, but in this post I’ll focus on the power of leveraging emotion in marketing. The beauty of this approach is that it can be done regardless of the size of your operation.
Do You Know Your Audience?
Before we get ahead of ourselves, the only way you can attempt to connect with you audience is if you know who that audience is. There are a few ways to go about this, but a great starting point is Google Analytics Audience reports. Every business owner thinks they know exactly who their audience is, but Analytics data will often shed light on a new variance of your known audience, or show you a completely different group of people flocking to your business.
Emotion Through Association
In order to begin making emotional connections with your potential customers, it’s imperative to see your product as more than just a commodity. Most likely there is a competitor out there who makes a comparable product. One tactic in building deeper value and separating yourself from the pack is to tie your offering into a bigger story.
However controversial it was, many of you probably saw 84 Lumber’s Super Bowl commercial a few weeks ago where they portrayed the journey of a Mexican mother and daughter, seeking to cross the border into the United States. While 84 Lumber’s product wasn’t tied to the story, they certainly associated their brand with an emotional story that many American’s can either relate to or sympathize with. This an absolute extreme example that I wouldn’t necessarily recommend, but it does exemplify the power of attaching a product or brand to a known issue, politics aside.
Know the Negative
One could say this is the reverse engineering approach to marketing. Learning what causes anxiety, pain, or fear in your audience can be a powerful resource to tap into. Once you know what your prospects are looking to avoid, it’s easier to position your business as the remedy to those specific issues.
A basic example of this is how many health or wellness businesses display their worth by directly addressing issues related to sickness in their advertising.
Like every marketing tactic, used incorrectly or too strongly, your message can be conceived as manipulation instead of motivation. Make sure to back any claims you make with fact, and provide a genuine solution to the problem.
Using the above tactic to leverage emotion in your marketing can help establish longer term, more loyal customers. Establishing a true connection through emotion is not a simple task, but an approach that should always be in the back of your mind whenever attempting to stand out from the rest. Consult you Cazbah Internet Marketing Consultant today to see if either of these approaches could be used to adjust your messaging.