Marketing is all about reaching the heart. You can give a consumer hundreds of logical reasons to purchase a product and they will always hesitate. You must make an emotional connection in order to stimulate a response. This is the objective of every marketing business. This is why directors make funny commercials. This is why magazines emphasize sex in their issue. This is why you see so many sad and bittersweet commercials on television. People enjoy being emotionally stimulated. If you want to sell a product or a service then it??™s important to provoke some emotional reaction in your audience.
Consider some of the greatest advertising campaigns in American history. What about the De Beers ???Diamond is Forever??? campaign? How about the Lowe??™s campaign of ???Let’s build something together???? Or Hallmark commercials, which emphasize lots of family interaction? These emotional moments in life are what people care about and if you can reach into that dynamic, you will benefit.
In fact, if you closely analyze every advertising campaign you see, either on TV, in print or online, you would probably see that most of these forge an emotional connection. Websites usually have information on the history of their company, or feature pictures of several happy people. They stress customer loyalty in all of their pitches, assuring you that they will treat you right. Print magazines may feature startling faces of people reacting to a situation.
This is because all of these businesses are writing from their heart. They are creating sales pitches designed to involve the consumer emotionally. Before a person starts to speak from the heart, he or she must be honest and decide what positive points they want to stress about their company and their products. When a person communicates this way, the reader (or the audience watching the television) respond with their heart, not just their eyes.
How can you go about writing this way, especially if you tend to see things in a logical manner? Try and tell a story when you make a sale. The key to emotional involvement is telling a story that is personally relevant to the customer. A salesperson might tell a very simple story such as: a consumer buys my product or service and goes home happy. The language the salesperson uses will reflect this emotional pitch and expand upon the details.
Some companies may tell a story about different type of consumer, perhaps one stuck in a difficult situation and one that needs the product. For example, remember the Snickers commercial where it showed a consumer bored out of his mind and then suggested that someone ???not going anywhere for a while??? could benefit from a Snickers candy bar. That commercial told a story and emotionally involved the audience??”TV viewers could easily relate to that experience!
Remember to bring the human approach to everything you sell. Communication, sincere communication, is what pushes sales, not just all the flash and sizzle.