Are Your Customers Robots or Vulcans?
One of the great cultural battles of our times pops up pretty often, and in interesting ways. I’m speaking, of course, of Star Wars vs. Star Trek.
I probably liked Star Trek more growing up because of Mr. Spock. Created by the late Leonard Nimoy, Spock was a unique character. He identified as a Vulcan, a race of beings governed by logic and reason, even though half of his parentage was human.
His identity struggle gave the series’ writers an opportunity to examine emotions and how they can govern the behavior of us humans. For better or worse.
I thought about all of this the other day because we at Target Marketing are always talking about emotions in marketing. And this isn’t new.
Denny Hatch put together a report based on the seven main emotional copy drivers identified by Bob Hacker and Axel Andersson years ago. FYI, they are: fear, greed, guilt, anger, exclusivity, flattery, and salvation.
Our upcoming free All About Direct Marketing Virtual Conference will offer a fresh look at this important topic.
We are being joined by copywriter Mandy Marksteiner, who will offer her perspective in her presentation, “5 Emotions That Fuel Sales and How to Tap Into Them.”
“People buy based on emotion,” she says. She’ll cover the bad, as well as the good.
Here’s a good example, one a lot of people can relate to: insecurity. These are thoughts and worries that, as she puts it, “are so uncomfortable that people will do something to make them go away.”
Now, more than ever, brands and companies need to connect on an emotional level with their audiences. The technological tools that marketers have at their disposal to help accomplish this have changed. But creating emotional copy that prompts action is timeless, whether it's a long time ago, or the 23rd century.
And speaking of time, we’ll see you on May 4, which also happens to be Star Wars Day.
Until then, live long and … use the force.