When creating a marketing message on your responsive website, it’s critical to appeal to the emotions of your audience.
That’s why you need to create an online marketing message that will trigger the emotions of potential customers and that may affect their buying decisions and/or impression of your brand.
Essentially, all human beings have the same mental triggers that drive actions. As a business owner, once you identify your target market, you have to create relevant marketing messages that connect with the right emotional triggers to make people feel something.
More importantly, the emotional triggers you use should make consumers remember your brand quite easily and lead them to buy from you, if not immediately, then in the near future.
Here are some of the most powerful and effective emotional triggers you should consider using in marketing your small business.
1. Fear
Every person is afraid of something, making fear one of the emotional triggers most marketers like to use in their marketing.
The most common way to use fear is by simply targeting efficacy of your audience. Consider if the viewer of your marketing message will do anything about a specific fear or threat.
Viewers, who feel that they have no control, are more likely to do nothing. Instead, you should identify a fear, which already exists, empathize with that particular fear, and then act to eliminate that threat with the best solution you have (that you will present to them, of course).
2. Joy
Most people like watching moments that bring a smile to their face or that will brighten their day. In fact, people enjoy sharing videos that evoke positive feelings.
As a business owner, you definitely want to take your audience on an amazing emotional journey which can move them to feel slightly different towards your brand after seeing your marketing message.
3. Amusement
Laughter is one of the best ways to boost online engagement of your marketing materials, specifically videos. Most people remember online videos that make them feel happy or laugh out loud.
However, even though you may think that hilarity can be one of the straightforward emotional triggers, it can be much more tricky and challenging than you may have initially anticipated.
To make this emotional trigger effective, you need to find the right balance between being relevant and making someone laugh. The funnier your video is, the more shareable it will become.
4. Pride
Some of the greatest and most effective marketing campaigns are always created around the idea of making the consumers feel better and more confident about themselves.
However, it can be hard for some people to feel “beautiful and confident” in a world with seemingly perfect actors/actresses, sports stars, and supermodels dominating in all sorts of TV commercials, magazine covers, and billboards.
In the past few years, online advertisements have taken a major and different direction that inspires people to feel great outside and inside. For instance, there are a number of companies out there with a mission of boosting self-esteem and changing the conversation around body image.
5. Affection
Affection can also be one of the most effective emotional triggers that you can use in your marketing. Evoking positive emotions, in fact, can lead to a 40% increase in profits than a video with a negative theme.
When done properly, though, both negative and positive videos will still lead to as twice as many online shares as a provocative video. This means that affection videos can go viral instantly.
Just like several other emotional triggers used for marketing, you also need to find the perfect balance between a sloppy romance and a great display of affection.
6. Trust
Trust is also a powerful emotional trigger for a company’s marketing needs. Right now, trust is actually one of the most effective marketing trends. Almost all brands are embracing the trust bandwagon around their marketing messages.
Once your customers trust your product or service, they will repeatedly buy it with little cognitive effort. Trust is not limited to consumers choosing your products or services, though. It can go much further.
If your customers trust you, it will mean that they will persuade other potential customers that your brand is the best for them. You should therefore consider creating videos that aim to elicit trust in individuals in several different ways.
People are generally affected by marketing messages that trigger emotions.
Now that you know all the emotional triggers that are quite useful in your marketing efforts, it’s the right time to get started on creating the most effective promotional and informational messages on your responsive website to reach and influence as many customers as possible.
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Originally published at www.bookmark.com on June 2, 2016.
