The Tip Jar is a weekly inbound marketing tip that is only available to subscribers. This week’s Tip Jar concludes last week’s topic of marketing with logic and emotion.
Tip Jar: Emotion’s the Notion
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Pulling the Trigger
Last week’s Tip Jar made the case that although most marketing appeals rely on logical arguments to explain why a product or service is great, they don’t do a very good job at persuading people to buy. Why is that? It’s because there is a big difference between explaining (which relies on logic) and persuading (which relies on emotion). This week I’ll take a look at how to build a persuasive marketing message.
Sally Hogshead is an advertising executive, acclaimed author and speaker who has conducted extensive research on the psychology of buying and the science of fascination. Her book, Fascinate: Your 7 Triggers to Persuasion and Captivation, provides a handy shortcut for us marketers to develop our messages.
These emotional triggers are:
- Power – command your category
- Prestige – increase respect
- Mystique – arouse curiosity
- Passion – attract with emotion
- Alarm – create urgency and need
- Rebellion – change the game
- Trust – build loyalty
Incorporating one or more of these emotional triggers into your marketing messages can have a powerful effect on being more persuasive.
But Wait, There’s More!
I came across another gem by Blair Warren who developed something he called the One Sentence Persuasion Course. In Blair’s words, “Given the pace of today’s world, it has never been easier to be powerfully persuasive. Never. It doesn’t require good looks, a silver tongue or infallible logic. It doesn’t require confidence, charisma or a magnetic personality. It is a simple matter when one cuts through all the smoke. Cutting through the smoke is the hard part.”
So without further delay, here is his one sentence:
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.”
I have combined these two approaches into a single worksheet that I use in order to build persuasive headlines for landing pages, but I also use it simply as a tool to organize my thoughts around any marketing strategy, campaign, etc. If you’d like a copy of it, shoot me an email and I’d be glad to share it with you!
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Reading List
Social Media Marketing Metrics – Let’s Play Rock, Paper, Scissors
LinkedIn is “best!” Facebook “wins!” Twitter “beats” Facebook! What’s a marketer to believe with all of these (seemingly) conflicting headlines?
5 Conversion Experts Scrutinize a Universal Orlando Landing Page
These conversion experts completely shred this landing page from Universal Orlando. OK, let’s admit it: There’s a little bit of schadenfreude when you can see a big company with loads of money fail so badly. But there’s much more to this article than that. There is much to be learned from their mistakes.
Is Social Media Worthwhile For Local Businesses?
While it’s true that many businesses may not see as direct of a return on social media development work, there are a number of significant indirect benefits that make it worthwhile. This does not mean that a company needs to be involved with every large and small social media platform, and it doesn’t mean that large quantities of time must be spent on social media activities.
