In an over-communicated world, how can you make sure your marketing is cutting through all the noise and making an impact? Perhaps it’s time to re-direct your marketing gaze towards your prospects, rather than your products. It’s time to actually understand your prospect. How do they feel? What are their desires, fears, and aspirations? By delving into the emotional mind of your audience, you can create a connection, that then becomes a sale.
Understanding the Emotional Journey
Have you ever wondered why certain brands resonate with you on a personal level? It’s not just about the product; it’s about the emotions tied to the brand experience. Consider the emotional journey your prospect embarks upon when encountering your product. What challenges do they face, and how does your product alleviate their pain points? Understanding these emotions allows you to craft marketing messages that truly resonate. Now we’re not telling you to make your prospects cry at every marketing touch point (we cannot be held responsible for tears!), but don’t be afraid to evoke emotions.
Conversation VS Monologue
Is your marketing strategy a conversation with your audience, or is it a monologue about your product? Let’s face it, we can only sit and listen to someone talk purely about themselves for so long until we grow bored, frustrated or both! The same goes for marketing. If you’re only talking about your product, and how it is the No.1 #topselling #greatest product in the ENTIRE WORLD, people will turn away, because you’re not addressing what it does for them. Do you know what keeps your prospects up at night? How can your product be the solution to their restless thoughts and concerns? Relate to your prospects emotion and reality, converse with them, don’t talk at them, show them what your product can do for them, and you’re onto a winner. You might well have the No.1 #topselling #greatest product in the ENTIRE WORLD, so give it the marketing it deserves!
By understanding your prospects emotional journey, you can tailor your marketing to impact your prospect on a deeper level, creating loyalty and trust. Remember, people buy people!
Let’s take a look at a brilliant example of emotional marketing:
TSB Bank
One of the company’s brilliant video marketing campaigns featured a bakery owner proudly going about her workday and #owningit. Her customers look on in absolute awe of her confidence and happiness as she works through the day. TSB have captured the confidence they promise entrepreneurs will get once they open a TSB business account and grow their business. It’s simple, but it works! It shows the exact emotion business owners and entrepreneurs want to experience when they first dream about starting their business, and it provides a solution for those who don’t relate to this emotion shown, their TSB business account. They don’t overwhelm the viewer with legalities, fancy graphics or figures and rates, they play on emotions and show it’s easy to do what you love, and make money from it!
Made you think? Maybe it’s time to take a fresh look at your marketing strategy!
