3 Emotional Entry Points: Want Results? Get Relevant.
Ever feel like your direct marketing efforts aren't getting enough traction? Every day? Well, you're not alone.
One problem I see over and over again is that we as marketers fail to make an emotional connection with our audience. In fact, sometimes we forget to try.
If we're promoting a product, we always remember to say it's faster, better or cheaper. But we forget to delve into the more important, more resonant ways our product is important. That's why we're ultimately irrelevant to the prospect.
The best way to forge strong emotional connections is to look beyond logic. Logic is vastly overrated. Rather, find ways to appeal to your prospect's senses, values and social concerns.
1. Make Prospects Feel Your Product
How will the prospective customer feel, literally, when they buy what you're selling? Remember the excitement you felt when bought your first smartphone? How surprisingly thin it felt between your fingers? Remember the new-car-like scent of a freshly unpacked gadget? Remember those almost goosebumps that dotted your arms when you first touched the colorful screen? How can you help your prospects feel your offering in their bones before they buy it?
2. Help Them Join the Club
What will the social implications of your customer's purchase be? When you bought an iPhone or an Android, you joined that club. You wouldn't be unique if you evangelized about your choice afterward. Every purchase, vote or embrace of an idea has a social implication like this. Remember how important the right clothes were in junior high? For my daughter, her clothing choice has absolutely profound social implications. Brands couldn't be more meaningful to her. All brands have a social dimension.
3. Help Prospects Stand for Something
Everything your customers buy is a reflection of their values. If they buy a Prius, it's says one thing about their values; if they buy a Hummer, it says something else. If they go to Wal-Mart it says one thing, Target another. If they buy the same giant barbecue grill that all the other soccer dads are buying, it says something different from bucking the trend and going with a wood-burning Weber. What does your product say—subtly or explicitly—about your customers' values?
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.