Analytics… Chatbots… Remarketing. As marketing becomes increasingly automated it’s time to become more human in our approach. It’s time to apply emotional intelligence.
An emotional response is a reaction to a particular feeling accompanied by physiological changes that motivate an action or behavioural response.
Brands often seek to elicit emotional responses to their messaging to influence consumers’ intentions.
Neuro-imagery scans show that when consumers evaluate brands, they use their emotions, based on personal feeling and experiences, rather than information about the brand, such as features and facts. This means that whether you’re promoting a website landing page, putting together an advert or writing some content, connecting emotionally to your target audience is the most important factor.
It follows therefore that the more emotional intelligence a brand has in its marketing, the better it will do with enquiries, conversions, sales and ROI.
The powerful but (almost) lost art of storytelling
A story activates parts in the brain that allows the listener/reader to turn that story into their own ideas and experience due to neuro-coupling. It’s an enormously powerful marketing tool. When a person experiences an emotionally-charged event the brain releases dopamine into the brain – a chemical that makes it easier to remember the event and with greater accuracy.
Research shows that 92% of consumers want brands to create messaging/adverts that feel like a story. So deliver content that is personal to them, linear and with a clear narrative and you’re on to a winner. And for added impact include a relevant (emotive) image. The human brain processes images up to 60 times faster than words, so use images for more compelling content.
Peer to peer marketing
Word of mouth recommendation is enormously important as it provides credibility because of the validation of others which, in turn, creates trust in the brand being validated.But aside from providing great service, tapping into social media, or using ambassadors or patrons a brand can’t always control word of mouth marketing. So this is where you can harness the goodwill of your existing customers to do the work for you.
An unsurprising 68% of consumers form an opinion after reading between 1 and 6 reviews. And the most trusted of all reviews are by those that the reader can identify with – people just like them – their peers, or their ‘tribe’. Ensure that whatever you do you have a method of obtaining testimonials or reviews. The best of these are through independent third parties
“Trust us, because people just like you already do”
Emotional response is “If my peers trust them, then I can too”
Wherever possible add in not just the names (credibility) and location (localism/tribalism) but also a photograph of the testimonial provider (realism)
“Over 20,000 people just like you have entrusted their move to us”
“We’ve successfully helped move xx families/couples just like you from Cirencester”
Landing page success
For landing pages and websites especially a first impression is critical – and you have literally less than a second to emotionally connect with a reader. Or not…
Social proof can make this emotional connection enormously quickly. Paired with a relevant, evocative and connective image this can greatly enhance the number of prospects that continue on their journey through the website – a journey of your making which feels intuitive to the reader.
Emotional Trigger Words
So we know that tapping into emotions is almost a guaranteed way of triggering an intended emotional response. Therefore success hinges on our effective use of persuasive words that influence decision-making.
The best trigger words resonate specifically with the niche markets we are seeking to appeal to, so the words we should use for the busy family will to some extent differ from those we should use to emotionally connect with and persuade the ‘grey market’ prospects.
So we should spend time researching and compiling sets of trigger words and creating compelling phrases and narratives for these segmented audiences. (Direct research, Facebook Open Graph Search/Insights/Competitors),
Trigger Word Examples
Challenge, Guaranteed, Expert, Trustworthy, Affordable (can you afford not to?), Complete, Genuine, Superior, Outstanding, Highest, Assured, Confidence, Motivated, Conscientious, Above and Beyond, Proven, No Surprises, Support, Personal.
Using phrasing to create a narrative
Expressing an opinion: “As far as I’m concerned”; “To my mind…”
Listing points:“First and foremost”; “To begin with”
Examples:“When it comes to”; “For example”
Additional Points:“In addition”; “On top of that”
For emphasis:“”There is little doubt”; “Clearly”
Contrasting points:“Even though”; “Despite the fact that”
Effect & Reason:“As a result”; “Owing to”
Clarification:“In other words”; “To put it simply”
Conclusion:“”All in all”; “Taking everything into account”