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5 Emotions For Your Marketing & When To Use Them

emotions in marketing and branding

Imagine your advertising and marketing becoming 2X more effective overnight. Using emotions in marketing and branding is the key to more effective campaigns

According to Roger Dooley, emotional ads work TWICE as well as rational ads. So it’s important your campaign incorporates emotion from the start. You can deploy these emotions through copy and creative in all formats, analog and digital.

Before you create your next campaign, check in with these powerful emotions in marketing and branding.  Be sure you’ve considered your strategy, both long and short term before deciding which emotion works best in your marketing.

Fear
Fear comes in many forms and it creates a sense of urgency.

Fear also heightens any other emotion created alongside it and it drives us to make deeper connections with those we share the fear with-this is why scary movies create deepen relationships. 

There are several different kinds of fear, but two common types include:
“Fear Of Missing Out” (FOMO): This particular fear tends to work well on younger people in social media. This works particularly well for items with time sensitivity.
“Fear of Isolation”: closely connected to FOMO, fear of isolation is often used in connection with health products, deodorant for example: “use this so you don’t smell, because when you smell, you become a social pariah.”

When to Use Fear in Emotional Marketing/Branding:

  • To drive leads
  • You have a specific and actionable solution
  • You have an easy, no stress way to buy

Happiness/Joy
What happens when we feel happy? You might be surprised.

It’s a fine line because if we’re too happy, we might not be motivated to purchase. But happiness DOES make us want to share. It seems good news travels fast. According to a study by Fractl these are the Top 5 emotions which drive viral content:

  • Amusement
  • Interest
  • Surprise
  • Happiness
  • Delight

When to Use Happiness in

in Emotional Marketing/Branding:

  • You want others to share your message
  • You want to build trust and loyalty
  • You can commit to happy content as a brand

Inclusion

One of our oldest motivations is the need to be part of a tribe, included in a group. For our earliest ancestors, it was a requirement for survival, today, that need is still a powerful motivator and when we have it, we feel safe which leads to loyalty.

When to Use Inclusion in

in Emotional Marketing/Branding

  • To attract or retain customers
  • When you can also utilize the fear of missing out
  • When you have the processes and platforms to create and sustain community

Anticipation

We’re hardwired to anticipate outcomes. We’re not always right, but we are always anticipating. You can use anticipation in a couple of different ways, to attract and retain customers.

Attracting customers with anticipation typically comes with a stimuli and an outcome. The faster the outcome, the more likely we are to repeat the stimuli. Once we’re hooked on the stimuli, the outcome frequency can become variable (you might have learned about Pavlov’s dog, this is the same theory). Gamification uses anticipation brilliantly.

Keeping customers with anticipation requires a product commitment (free sample with every order) or an anticipation experience connected to the product (why subscription boxes are so popular). You can create variables in the anticipation (products, frequency) that will actually heighten the anticipation.

Something else about anticipation: it DECREASES when we’re stressed and change can be stressful. This is why consistency in branding is so very important and why big changes for big brands are big-time risks. Can you think of a brand whose big change created major negative upheaval for them?

When to Use Anticipation in

in Emotional Marketing/Branding:

  • You have the willingness to keep the anticipation fresh
  • You want to build loyalty and repeat buyers
  • Your brand is elevated and/or lifestyle oriented

Expertise/Leadership

Making your customer feel like they’re the smartest/sexiest/most influential is a great way to get people’s attention. People love to be the most “something” of their friends and people will work to achieve this effect.

This marketing emotion is closely connected with our need for mastery and our innate value of time. Because of these two addition motivations, the harder you make it the more committed they will become to the process. It’s all about our emotional triggers again, we’re hardwired to commit more time to something we’ve already committed time to – this is the same theory behind the test drive and keeping you at the dealership during a car purchase.

Again, games do this quite well. Successful fitness trainers do this quite well.

When to Use Expertise and Leadership in your Marketing/Branding

  • When you have a unique process people can move through and see improvement
  • As a relationship builder, such as influencer marketing or tips and tricks your customers can use

Good luck and I look forward to hearing how you’re using emotion in your marketing and branding.

How to Inspire Advocates and Influencers in Your Marketing

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Marketing to influencers and advocates is all the rage, fueled in large part by social media.
But if you’ve ever developed a campaign with influencers and/or advocates, you know it can be filled with land mines.
Part of that is what inspires advocates and influencers is different.
In the my last post about Captivation Motivations, I shared with you the secret driver you’ve already heard of behind so many of our snap decisions and just BARELY touched on rewards and lures.
But they’re actually super closely related to what’s behind our fastest decisions to click, like, join, sign up or buy.
If you’ve played an app or computer game anytime in the last 7 years, you’ve probably noticed that these games are getting more and addictive (eh, em, Candy Crush anyone?).
It’s not just better graphics and faster speeds that are making these games addictive, it’s the deeper understanding of what really motivates people to continue playing and one of those is the power of rewards.

I’m going to get to the secret successful games use in a minute, but first, I want to share something else with you.
If you’re thinking of running a give away, a promotion or even thinking of starting an app, you want to keep reading.
If you’re using digital and social media to market your brand (and I know you are), you’ll want to keep reading.
What I’m about to share with you is particularly important and will ultimately, make or break your product or promotion and even marketing relationships with influencers and advocates.

 

You Scratch My Back…Carefully.

The last time someone bought you lunch, I bet your parting words were “It’s on me next time!”
You probably said it without asking where you might go or checking your bank account or even your calendar.
You just blurted it out.
The truth is, we’re hard wired to return favors.
Think about that for a minute.
We are deeply, sincerely uncomfortable when we think we need to return a favor. Next time you run a promotion on Facebook, do a test. Ask people to like the page BEFORE entering the contest and compare that to the results if you ask AFTER you’ve given them something, even if it’s just a chance to win.
Chances are you’ll find that if you ask AFTERwards, your conversion percentage goes way up AND those people remain engaged for longer.
This is because lures trigger our sense of reciprocity.

Want to hear an old school example of this?
Ever received mailing labels from a nonprofit that you didn’t ask for?
Did you know that sending mailing labels with a request for a donation has been shown to DOUBLE donations?
And guess what? The average donation is way, way more than the value of the labels.
Why? Because reciprocity is a compelling motivation and it comes with a quirk: what we give in exchange for what we received has very little to do with the financial value of either.
You give something, ANYTHING of some value without placing a value on it, the reciprocity trigger kicks in.
This is the idea behind successful content marketing.

 

Why You Should Never Pay Your Advocates

There’s a lot of discussion today about influencer and advocate marketing.
Lures and rewards are different.
Lures give without the expectation on the givers part of receiving anything in return. That triggers reciprocity by the receiver.
Rewards are given with the expectation of the receiver to get something in exchange, so no sense reciprocity is triggered.

Rewards (generally) kill reciprocity, but they can create habits if done correctly (like training your dog).
But it’s extremely difficult for marketers to get the consistency required to create a habit. Hell, it’s hard to get the consistency required to create a habit in dog, ask anyone who’s tried.
But marketers can more easily create reciprocity, which is an extremely powerful motivation that rewards do not trigger.
Here’s the rub though: reciprocity has some limitations too.
If you offered rewards to those who were already advocating for you to do the things they were already doing, you’d begin to see that their desire to support you moving forward would be slipping.
That’s because offering a reward on contingency (do this 3X/week and receive that reward) for something someone is ALREADY motivated to do, it decreases the desire.
And unless you understood this motivational fact, you’d probably be left scratching your head about what happened.
Tread lightly with your advocates because the way you show appreciation can actually decrease their motivation if you aren’t careful.

This isn’t to say rewards aren’t effective. They can be very effective.
“Share this and receive that…” you see it all the time. That’s a reward, not a lure.
Again, ask my dogs. They know if they do something, there’s a good chance there’s a treat in it for them. That’s a reward, they’ve been conditioned to expect it.
Rewards can be very powerful tools for increasing reach.
It creates increased reach by those who AREN’T your advocates and depending on your strategy, that can be very important.
Just don’t confuse people you give a reward to as an advocate.

Time: The Biggest Reciprocity Trigger

If you’re really interested in triggering reciprocity, then you should probably do two things:
1) get to know your customer really well
2) think beyond monetary lures (discounts, coupons, even product give-aways).

The reasons for this are two-fold:
Our 90% of the brain (the oldest, largest and most primitive part of our brain) inherently knows that time is more valuable than items.
We inherently value experiences (millennials especially) more than items, so although the default is often a coupon or discount, experiences are more highly valued.
Receiving an experience from a product or brand increases reciprocity. So if you use an experience as a reward, you can trigger reciprocity.
But to offer an experience that is highly valued, you really have to know your customer. What YOU think your customer values maybe completely different than what they actually value.
In the last post, we talked about information seeking as a dopamine trigger, but it can also be a reward. So can mastery – this is the essence of gamification. Becoming good at something is it’s own reward and the longer we spend on achieving that reward, the more we value it.
Again, what your customers value may be something else all together: inclusion in a tribe, recognition or status.
All these things can be valuable rewards AND lures for brands.

The other thing to understand is that placing a distinct financial value on a lure (or a reward) kinks up the perceived value.
Let me give you an example:
If I invited you to dinner at my house for a homemade dinner that was wonderful (of course it would be FABULOUS), but then I spent all night talking about how much I spent on buying the ingredients of the dinner, two things would happen. 1) you would view the dinner as a sum of parts rather than it’s whole value of time, effort and community and 2) you probably wouldn’t feel a sense of reciprocity at all, no matter how fabulous the dinner was.
Don’t force your influencers OR your advocates to view your rewards or lures as a sum of parts by involving money too heavily; it kills goodwill AND reciprocity.
If you’re going to use rewards or lures, remember, make it something the customer values and think about how to make more valuable than money.

Here’s the bottom line: use rewards for influencers and lures for advocates.

Can you think of a time when a marketing strategy with lures or rewards turned you off? Share them with me here or in social media, it’s a fascinating discussion I love hearing about.

 

 

About the Captivation Motivations:

The Captivation Motivations are all built around what I call our “other 90%” of our brain. The part of our brain that is the oldest and most developed part of our brain.

I didn’t make up the Captivation Motivations, I’ve simply been studying them and their effects for the last four years. I’ve been testing them in my strategies and tactics, reading and writing about them.
Simply put, these motivations are not some flash-in-the-pan-do-whats-trendy-now strategy, these are strategies which trigger reactions from the oldest part of our brain.  Over the last few years, more and more has been understood about these motivations. But one thing is clear: despite the fact that these motivations developed in the earliest days of humanity’s survival of the fittest experiences, these motivations are very much alive and well today. What triggers them in the modern world is just different than what triggered them in our earliest evolutionary days.

The Secret To Captivating Content

Poodle Mafia Marketing Branding PR for Startups Movements and Personalities - Sir Richard Branson Quote

Captivation Motivations can significantly change your marketing strategy.
This is the second installment of a series on the seven Captivation Motivations.
We are hardwired biologically for these motivations. More information about them, including links that include more information is at the bottom of this page.

Did you know that we’re all ruled by a super powerful hormone? It’s true.
This hormone dominates decision-making, especially split-second choices like the ones digital users are making every day.
Decisions like “click,” “like,” “retweet,” and more importantly, “buy” and “subscribe” are all significantly impacted by this hormone.
Savvy marketing strategists have been triggering this hormone for years, some knowingly, some stumbling upon it.

You’ve undoubtedly heard of this hormone.
You’ve heard about in the context of drugs, sex and even food.
But what does this hormone do for marketers?
I’ll get to that in a minute.

First, a little more about this hormone: dopamine.
See? I told you you’ve heard of it.
Dopamine is best known as the “pleasure hormone.”
It’s the hormone that creates the surge of euphoria that we feel after a particularly satisfying (insert pleasure here).
But, the surge of satisfaction is not actually the most powerful tool in a marketer’s arsenal.

The most powerful tool to the marketer is anticipation.

And it turns out that dopamine is actually more aptly described as the “wanting and seeking” hormone.
Ah. Now you get it right?
It turns out that the “wanting and seeking” trigger is MORE powerful than the “satisfaction.”
Which means, we’re hardwired to keep looking, keep seeking until we satisfy our wanting and seeking.
And then, we’re hardwired to do it all again.

Think for just a moment about the advantage to your content and overall marketing strategy if you can trigger this motivation.
Images can trigger our wanting and seeking. Ever seen a really great close-up shot of your favorite food and found yourself searching for how to have it delivered at lunch that.very.day?
Images of just about anything we want can trigger our “wanting and seeking” hormone.
This means you really need to think about the images you’re using in marketing and advertising, because images are incredibly key to the top of the funnel.
While we see food and sex all the time in marketing, it might be that those images aren’t appropriate for your brand.
Good news for you.
Because there’s more.

 

Guess what else fuels our anticipation?

Just guess.
This is super important because not all businesses and campaigns are suitable for triggering the food, sex and drug urges.
Curiosity.
The brain experiences dopamine rushes when we’re curious for more information.
Think about the last Google search you did. Every been sucked down the rabbit hole of Google and found yourself coming out of the other side 45 minutes later?
That’s your insatiable, hormone-driven seeking and wanting trigger.
That’s your brain on the anticipation train.

Our quest for information is basically never-ending.
We’re hard-wired that way, and from an evolutionary stand point, this is a very, very good thing.
Now WHAT information triggers this is the key.
This is where we circle back around to audience identification and personalization.
We’re inundated with information, so we have to be very, very clear on our audience so we understand WHAT kind of information or curiosity triggers our target audience.
Motivational triggers work on all people, but what triggers the motivation is where your marketing research and strategy comes in.

Another thing that triggers our wanting and seeking hormone is unexpected prompts that are auditory or visual.
You know what does this exceptionally well?
Your phone. It beeps, or vibrates or a message pops up and you almost ALWAYS stop what you are doing to look at it don’t you?
If you don’t, it takes an active and conscious effort on your part.
This is why my most hated and dreaded marketing tactic, pop-up messaging is so powerful.
I personally drop right out of a page when I get a pop-up because I feel like it’s insensitive to the reader, but the truth is, it works on the vast majority of people because the surprise triggers the wanting and seeking.
Novelty and unpredictability also trigger our seeking behavior.
This is why “New and Improved” works.

The Counter Intuitive Path

You’ve probably heard over and over again to simplify. The message is too long. The funnel is to long.
Overall, this is good advice.
HOWEVER, once you really understand the “seeking and wanting” hormone, your path can actually be quite long, so long as it keeps triggering curiosity and gives information in small bits and pieces, if it gives anything until it offers the solution.
Ever seen an ugly landing page that was all text that you ended up reading despite yourself?
Really awesome copy writers understand how to use this tactic in writing to move you through the process.
Interestingly enough, the more time you spend on something, the more committed you are.
So long copy, long funnels, they have a purpose and in the right situation, the right circumstance, the right audience, they work.

In A Nutshell:

Here it is in a nutshell, for fast and motivational results: trigger the wanting and seeking hormone.
Make your audience curious.
Lead them down a path that satisfies in bits and pieces.
Experiment with what triggers curiosity in your audience, experiment with the strength of their curiosity with funnel length.
Triggering the “wanting and seeking” hormone is the very premise behind free information in content marketing and the internet in general.

The Pursuit of Pleasure Captivation Motivation is tied closely to how we internalize rewards as well. The next post in this series will be all about rewards, the kinds used in promotions, so stay tuned.

 

About the Captivation Motivations:

The Captivation Motivations are all built around what I call our “other 90%” of our brain. The part of our brain that is the oldest and most developed part of our brain.

I didn’t make up the Captivation Motivations, I’ve simply been studying them and their effects for the last four years. I’ve been testing them in my strategies and tactics, reading and writing about them.
Simply put, these motivations are not some flash-in-the-pan-do-whats-trendy-now strategy, these are strategies which trigger reactions from the oldest part of our brain.  Over the last few years, more and more has been understood about these motivations. But one thing is clear: despite the fact that these motivations developed in the earliest days of humanity’s survival of the fittest experiences, these motivations are very much alive and well today. What triggers them in the modern world is just different than what triggered them in our earliest evolutionary days.

You can find the other installments and related posts here

PS: If you’re really interested in this topic, I suggest you read some of the academic works by Kent Berridge; he’s done some really amazing research on the topic.