Fear and Loathing? It Ain’t Vegas — It’s Marketing

By Scott Hepburn | Comments (0) | Trackbacks (0)

Photobooth“Free” is one of the most powerful words in advertising. So are “Save,” “Proven,” and “Results,” according to a popular Yale study.

They’re good, but I’ll give you three words more powerful than any of those: Desire. Jealousy. Fear.

Emotion is what sells. Emotion is what motivates people to act. Emotion powers conversation, says Pete Blackshaw. It’s irrational. It’s illogical. And it’s powerful stuff. Words like “Free” and “Save” appeal to human emotion, of course, which is why they’re so effective.

Before you start polishing your 30-second elevator pitch, think about your customer. What is his emotional touchpoint? What’s his state-of-mind? What raw nerve can you soothe? Answer that question and you’re headed in the right direction with your marketing.

Here are some of the aches, pains, wants and needs every person feels.

Think emotion doesn’t sell? Think again. Consider how these billion and trillion dollar industries use emotion:

Fitness/Weight Loss/Health Food
Emotional Appeals: Pride, Envy, Fear

Dating Websites
Emotional Appeals: Loneliness, Lust

Luxury Real Estate
Emotional Appeals: Greed, Jealousy, Pride

Fast Food
Emotional Appeals: Laziness

Pornography
Emotional Appeals: Lust, Loneliness, Depression, Curiosity

Fashion
Emotional Appeals: Pride, Lust, Greed

Lottery/Gambling
Emotional Appeals: Greed, Laziness, Hope, Desperation, Loneliness


Do your marketing strategy and creative keep these motivators in mind? 

Did you enjoy this post? Why not leave a comment or subscribe to my feed and get articles like this delivered automatically each day to your feed reader.

Tags:
Topics: Social Media
blog comments powered by Disqus