Use Emotional Targeting For Marketing Results

Get your audience excited, or angry! That’s what marketing is supposed to do, and your blog is no exception.

Don’t try and change minds with words – that’s like trying to convince that racist uncle of yours that immigrants aren’t trying to take over the world, by telling him that you think so.

Less selling, more feeling. Create a story that’s engaging, a narrative that puts the reader right in the middle, and tugs at their emotions. Empathise with what they believe now, and then take them on a journey to a new idea, a new decision and a better way (your way.)

How? Well, how do you want them to feel? Excited? Angry? Happy? These are emotions that encourage action and yield clicks, shares and likes.

If you’re going to make them sad, frustrated or satisfied, they are more likely to do nothing – there’s a reason we sit on the couch and eat ice cream after a breakup – sadness encourages inertia. If we don’t move, nothing else can go wrong.

So you want them to be angry? So, look at your buyer persona, consider what would make them angry and build an awesome story around that – where they, or someone they can empathise with – is the central character.

This doesn’t have to be a story in the traditional sense – you can tell a story in a whitepaper, or business publication, it’s all about wording.

Example, of course!

No Story –

‘Our toothbrushes have been proven to make teeth 27% whiter.’

Story

‘Yellow teeth have been proven to make you less attractive to the opposite sex.’

The story makes yellow teethed people feel like ugly trolls that can’t get a date, angry enough to be motivated? If not, let’s pile it on –

‘In a survey by Tooth Magazine, 86% of woman have said they find yellow teeth repulsive, and actively dislike people who, as they see it, don’t make the effort to get a decent toothbrush.’

It’s the story behind your product that will get people excited, or angry or whatever, solving their problems and giving them a simple solution. Simple, by the way, is relative to the problem. An enterprise level accounting system is more difficult to buy than a toothbrush, but it also solves a much larger issue. Unless you’ve got really terrible teeth.

More? Visit knight.global where Rhys writes his stuff.