We’re logical people making logical decisions, right? Not always!
1. Who is our customer? In this stage our goal is to get into our customer’s head. Understand their emotional drivers, concerns, motivations and real intent. To do that we use systems like customer databases, lifestyle demographics, heat maps, Google Analytics and other analytical tools to identify our customer’s behavior. We run customer surveys and interviews, customer research, competitor research, emotional SWOT, and build the psychological profile of your customers.
2. What do we need to say to them? Once we’ve identified our customer’s emotional triggers, we build the strategy around it, the main messaging we want to use, map our the customer journey, find our call to action, and set our goals.
3. How are we going to say it? This is where persuasive design, consumer psychology, and emotional triggers come to play. Using all the information and research we gathered, we choose the copy, psychological colors, cognitive biases, the social proof, the hero image and even the fonts we want to trigger those emotions.
4. Continuous optimization, reading the data and getting results.
How Do You Tap In and Make Your Customers Pay Attention?
Storytelling is emotionally persuasive! Studies have proven that our brains are much more engaged through storytelling than facts!
Emotional persuasion techniques can be divided into two categories: copy and design. Ideally, the two work together to tell one cohesive story and evoke a certain emotion.
Emotional Persuasion in Copy
Emotional persuasion in copy comes in two forms: emotion words and emotional storytelling.Emotion words are also commonly known as emotional trigger words. Some words are inherently more emotional than others, so the specific words you select carry a lot of meaning.
For example: WHICH IS AN EMOTION WORD?
• Private or secret?
• Fast or instant?
• Happy or carefree?
If you guessed secret, instant and carefree, you’re right.
Emotional Persuasion in Design
Comes in Three Forms: Font, Color, and Images.
• The font you choose is impacting the emotions of your visitors, whether you realize it or not.
• Color psychology. 84.7% of consumers in a study said that color was the primary reason they purchased something. Color has to work with other emotional design factors, not alone.
• Facial expressions can be used to evoke emotion.
• Contrast can draw attention to emotion words and images.
The list goes on and on. What’s important here is that all of these factors work together. Copy and design cannot work in silos, color alone isn’t enough to emotionally persuade, etc.
Confused yet? Let Advanced Marketing Strategies help you! We have been studying the psychology and neuroscience of marketing for over 20 years and have surveyed and data scraped millions of consumers. Let us put together a strategic engaging marketing campaign for YOU! Contact us today at am-strategies.com/contact