Drop the Facts and Figures: Touch Them!

(Image courtesy Yoann Boyer on Unsplash) Powerful marketing relies upon emotional appeals. Although, as an intelligent, cognitively complex person, I would like the world to rely on logic, it does not – and I can’t proffer logical arguments to increase sales for my content clients. These emotional industry tricks are the route to profitability: Read Robert Cialdini’s book to master these practices.

Persuade Them Powerfully

A recent study from the Journal of Marketing makes it clear: Feelings over Facts when persuading last-minute donors. The researchers found at the start of a campaign, logic motivates donors: I’ll donate if the organization proves its initiative is likely to succeed. But at the end of a campaign, to reach that big goal, emotion motivates donors. If I donate, am I part of something I value? What does this tell us? If you have a short-term campaign – days – use emotional appeals. If you have a long-term campaign – months, years – reason and logic win the day. Why did I already know this without spending years on some research project? Because the nature of persuasion is bifurcated. People are persuaded along two routes: a logical one and an emotional one. This Elaboration Likelihood Model (ELM) is long-appreciated by those of us who rely on persuasion. What the hell is that? you ask. Bear with me. This is vital information for all entrepreneurs. ELM states that in some cases, logic is persuasive. A logical – or cognitive – appeal triggers central processing. The listener evaluates or elaborates on the information. Elaboration takes time and effort. It takes context and, often, basic knowledge. And for a person to think about anything, he or she has to be invested – he or she has to care enough to take the time and energy to think. Elaboration also takes some cognitive ability. (Smart people choose central processing over emotional processing.) ELM also states in other cases, emotion is persuasive. An emotional – or affect – appeal triggers feelings. The listener does not consciously evaluate a thing. He or she reacts. Scientists call this peripheral processing. Aspects like attractiveness or likability are emotional appeals and have nothing to do with logic. They do not ask the listener to elaborate or logically evaluate the proposal. In my textbook, I have multiple chapters on this stuff! And, in my workshops, I share a personal story to illustrate: When my teen sons were buying a game console, I couldn’t care less which one we purchased because I rarely play video games on the console. I relied on the peripheral route: That one looks cool. I like the pretty lights. My sons, however, urged us to choose the system with the best ratings, most game choices, and most options. They used central processing, cognitively weighing the information because the decision was very important to them. Most persuasive marketing depends on affect appeals. Quick! Now or never! Isn’t this sexy? Isn’t this fun? Do it for the children! I’m handsome, trust me! Emotional appeals work when the person has low or passing interest, lack of knowledge, or lack of time. So, in those last-minute moments of any campaign, the listener does not have the time to use central processing. Lack of time equals defaulting to peripheral processing. Period. How can you take advantage of this human foible? Contact me to be your personal content consultant. I’m a professional persuader and will use my skill for your benefit!

Gaining an Edge with 2023 Consumer Trends

I’ve read several consumer reports to discover how to help my clients rock their marketing efforts – so I thought I would share them with you. We should begin with the umbrella principles for today’s marketing arena: Personalize content and emotionally connect with your audience. To personalize, you must first: Know thy audience. You must speak to your audience in a way that appeals to them. If you’re Harley Davidson, you’re not posting images of pretty tea parties! You must speak to your people. According to the 2023 Consumer Trends Index, irrelevant content annoys 49% of consumers. Give your people what they want (not what you think they want). I’m reminded of a communication theory: Communication Accommodation. You want to communicate with another person in a way he or she understands and appreciates. You don’t, for example, chat it up when arguing a case in front of a judge. Or write a conversational piece for sophisticated investors. But you don’t want a law review article style piece if you’re selling makeup! If you don’t know your audience – what they like, what they do, where they are hanging out – you have some work to do! Second: Connect with thy audience. Romance them. The world of place it and forget it for marketing and advertising is long gone. And, I laugh here, the world of logical appeals is dead (for the masses, anyway). You must – must – evoke an emotional response that results in a conversation. Consider clicks, comments, follows, shares, and, ultimately, purchases, as feedback. If you send out content and hear crickets, your communication failed. No conversation. That’s bad. And once that audience member sends feedback, you must engage: Thank them, reach out, send an offer. Keep it going! Now, the nitty-gritty. What should you do to increase your marketing impact? (AKA be profitable) Email is the most cost-effective and powerful channel. If you do one thing this year, work on building and nurturing your email list. But never cast and blast. Return to the umbrella principles: Know your market and know what they want to hear. Give your audience value. Mobile is the tool. 55% of consumers use their phone to read content and to research purchases. Not only should your content – including your website – be mobile responsive, but also every piece of content you offer should be mobile accessible. If you would like help to implement these findings, reach out. Because you have enough to do without dealing with this tech crap.