Elvis, Lady Gaga, American Idol, Glee, Steve Jobs and Apple, Nike, Starbucks…
What do they have in common? They arouse a massive emotional response in their audience.
If you’re marketing, you’re engaging the emotions of your audience. Why?
- If you do it right, they will hang on your every word and doing exactly what you want them to do.
- 90-95% of marketing messages are lost in the first 5 seconds.
Yikes!
There are crucial points about emotion, and how to use it to quickly build your list, your following, and your client base. Here are 2:
No. 1 is a tip from my brilliant friend, Rob Schultz, of www.magicalmultimedia.com.
1. Your audience has an existing pool of emotion that is untapped, just lying in wait for you.
Did you know that?
That’s how one of Rob’s students created a power-point video that took her list from 200 to 10,000 in 10 weeks. 2. If you can tap into that pool of emotion, they will “fall in love” and follow you anywhere.
That’s how Elvis became a national sensation in a year. Here are some tips on how to tap into the emotion that’s waiting for you.
- Court your market as if they were a single person. Nothing is more seductive to people that the feeling that they are desired. (Not “sold to” – desired!)
- Ask yourself: Are you secretly afraid of arousing emotion in others? Many of us are trained not to. Yet this is at the heart of superb marketing.
- You do not have to create visible emotion. If you are a professional, the emotions you arouse may be invisible in your audience, but they will be there: a burning desire for more money, safety, love, health, status or time.
- Break down your product or service all the way back to the deepest emotion it can arouse Example: Insurance > Protection > Safe from Harm > Love for your family
- Now break it down even further. What are the secondary benefits? What scenes do you see? Example: Insurance: Love > Your aging parents playing with their grandchildren, your baby playing in a safe and protected home, your partner or your beloved pet getting all the medical care they need
- Use these secondary scenes that you have called up. Use them in your ezines, web sites, videos, mailers, and speeches.
- These “secondary scenes” are the REAL BENEFITS that you are offering. They are the beating heart of your service or product. They are the benefits that call up the deep emotion that already exists in your market…
…just waiting for you to tap it.
No one buys a service or a product. They buy better lives.
Why not give them what they want?
