3 Emotional Entry Points: Want Results? Get Relevant.
These are just a few ways to get beyond logic and into emotion. One caveat: Although evoking emotion makes a huge impact on your direct marketing success, there's a wrong way to go about it. Too often, we as marketers try to generate emotion by cheerleading with messages along the lines of "You will love this product!" Emotions don't work that way. We have to meet our prospective customers where they are—their senses, values and social concerns. This will make us relevant to them.
And I speak of relevance deliberately. It's a word that has been around for a long time, but it goes to what's important in this hectic, superficial world. While many marketers strive for likes, shares, retweets, clicks, eyeballs and buzz (all good things), a better goal is a solid, authentic bond with your customers—one that not only changes their perceptions, but prompts them to act.
That's what I mean by being relevant. You can do it. You can be it.