e-Course Day 18 Email
SUBJECT: [DIY Marketing] Are You An Emotional Marketer or a Rational One?
Hi there! I hope that you’re enjoying the content of this
e-course, even if you’re not able to implement it all right now. Remember,
everything we discuss here is just part of the 6-week ‘marketing for
entrepreneur’s’ online course that I’m rolling out in a few weeks. If
you’re looking for a guided, structured approach to putting this all
together, drop me a line.
Oh, and if you just signed up, you can see the course info we’ve
already covered right here:
http://www.diymarketingmonth.com/e-course-email-recap/
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“At the constitutional level where we work, 90 percent of any
decision is emotional. The rational part of us supplies the reasons
for supporting our predilections.”
– William O. Douglas (Supreme Court Justice)
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As solo (or small team) marketers, we can’t afford to do anything
that won’t make an impact. So often when I review the marketing
materials that entrepreneurs put together, it’s done from a very
rational, facts and figures perspective. Even my own marketing is
that way (though I’m working hard to fix it) because that’s the way
I think and work. However, it’s the rational approach that is
costing you revenue and an opportunity to make a lasting impact with
your brand.
In the U.K, the Institute of Practitioners in Advertising (IPA) has
done studies on over 880 marketing and advertising campaigns to
determine what works and what doesn’t. What the data show over
and over again are that “emotional” campaigns are almost twice as
likely to genera large profit gains than rational ones. Campiagns
that attempt to combine logic + emotion fall in between the two
extremes.
Not only that, but marketing based on emotion tends to diminish
price sensitivity, aid in differentiating a brand, strengthen
premium positioning and help brands sustain market leadership
positions as markets, products and buyers mature.
One of marketing’s most memorable emotional marketing campaigns
comes from MasterCard with their “Priceless” campaign that’s been
successful in boosting MasterCard’s business for 12 years now!
So, how do I know if my marketing is emotional or rational?
To employ emotional marketing, you need to understand the emotions
that strongly motivate your customer base. This works whether you
are B2B, B2C or a not-for-profit entity. Everyone is ultimately
motivated at an emotional level.
For instance, these are the emotions typically considered to be
motivators in driving marketing decisions:
> Surprise
> Joy
> Sadness
> Anger
> Fear
> Disgust
***** ACTION SUMMARY *****
1. Be the customer. Think about the emotions that your marketing
evokes. If you’re not ‘feeling’ anything, perhaps it’s time to dig
deep and look at what emotions you should be inspiring to move your
customers into action.
2. The next step is to construct your marketing strategy around
the desired emotions with content, aesthetics and an overall message
that resonates with your audience’s motivating emotinal factors.
3. Look beyond pushing price or device, product or service attributes.
Try a more creative and intuitive approach to crafting everything from
graphics and overall design to copy, headlines and even formatting.
***** RESOURCES *****
>> “Why Pass On Viral Messages? Because they connect emotionally”
http://www.hull.ac.uk/hubs/downloads/memoranda/memorandum66.pdf
>> IPA Advertising Effectiveness Awards
http://www.ipaeffectivenessawards.co.uk/Home
Well, that’s all for now. Be on the lookout for next lesson
tomorrow.
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If you would like to learn more about MarketingSavant’s marketing
strategy, thought leadership or social media services, where you
work directly with me to build your business through strategic
marketing, go to:
http://www.marketingsavant.com/diymarketing
I’ve created a special set of offerings just for DIY Marketing
e-course members.
And, as always… think big and market well!
Yours truly,
Dana VanDen Heuvel
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MarketingSavant(TM)
Leading Through Thought
Social Media // Thought Leadership Marketing
www.marketingsavant.com
dana@marketingsavant.com
Twitter: danavan
888-989-7771
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