Emotional Marketing Techniques
Pushing the right emotional buttons to get your visitors to buy
In another article I wrote about "Affiliate
Strategy: Making money from your website" I had mentioned how
important it was to know your visitors, and how knowing them would
help you to pick the kinds of affiliate programs that appealed most
to your visitors. That fact is a major part of emotional marketing
as well. You need to learn what kinds of visitors come to your site.
What kind of people are they, and what kinds of emotions compel
them to buy? Does keeping up with the "Jones" motivate them? Do
they have a family or children? Are they middle aged and planning
for retirement? Are they more motivated by competitive price or
quality of merchandise? Do they prefer ease of use or features?
The answers to all these questions can be simplified down into basic
emotional needs.
Take for instance a person who is looking for ways to generate
more income because of the financial needs of college tuition and
a nest egg to pass onto their children. Now combine that person
with a website that could help them cater to these needs, and help
them to accomplish their goal. Think about the feelings that could
be generated to compel this person to buy. Think about the feelings
and reasoning this person has for the goal they are trying to achieve.
Doesn't every parent want their children to have it better than
they did? What can a webmaster/website designer do to convey feeling
in this instance?
To begin with lets start with painting a picture. Stories are good
at that. Using words to paint a picture for them about what your
services can offer, and how those services can benefit their children
with financial stability. Then you could chose pictures that convey
the same kinds of feelings that your text did. For instance, maybe
a picture where the child is young, and then the same picture where
the child is older and standing in front of a college or university.
You could also use a picture of a new car to imply the financial
stability and wealth to own such high-ticket items directly resulting
from purchasing your products/services. These are just some examples.
Keep in mind that you need to keep the trust in tact. Do not make
offers you cannot deliver upon.
Done correctly, you can see how compelling such a site could be.
Of course, there are other factors that come into play. People like
to deal with reputable companies. People also look for companies
that are going to be around for a while. They fear making a purchase
and then being left alone without anyone to turn to for technical
information or repairs. Again, all of this boils down to feelings
and basic emotional needs. Knowing which buttons to push will help
you develop websites that not only draw visitors back, but also
compel them to buy from you, or click through your affiliate programs.
The ten emotions that add the most force to a sales or marketing
effort
- Achievement - How does your product/service contribute to the
customer's achievement or accomplishment of something notable
in life? In this example, your product/service becomes part of
the customer's identity.
- Pride of ownership - How does your product/service contribute
to the pride someone would feel from ownership? When you pit pride
against features or benefits, pride usually wins in the end.
- Security - What kind of security does your product/service offer?
This is a blanket emotion that includes money, love, acceptance,
power and control. Do not emphasize it if you cannot offer it.
- Self-improvement - How does your product/service appeal to a
person's self improvement needs? The internet was born from information
relay ideas. Almost everyone uses self-improvement books, articles,
or newsletters of some kind. Information is what keeps the internet
moving, and content is king.
- Status - How does your product/service contribute to the status
your visitor achieves? Everyone knows that you can fly in second
class because it is cheaper and more economical, but deep inside
almost everyone would rather fly in first class. What is the "first
class" of your product or service?
- Style - How does your product/service fit your buyers style?
Are your products/services the Cadillac of style, or are they
the Hugo? Keep in mind that their style needs can be real or imagined.
- Conformity - Does your product/service fall into a conformity
niche? People do not want to be alone. They flock together in
groups. You have seen them throughout school, and surely have
seen them in your adult life. Does your product or service command
a group following? How would your product/service help to fulfill
the need of community? Does peer pressure play a role in your
product/service?
- Ambition - How does your product/service help people to get
more out of life? More out of life is a broad term and can be
applied to money, love, security, power, or just about anything
else you can think of. What is it that people want more of that
your product or service can help them get more of?
- Power - In what ways does your product/service offer a person
more power? Power can be over something as simple as their own
lives, time, or any number of other things. What ways can you
come up with that will help people gain more control over things
that they want more control over?
- Love - This one is the grand daddy of them all. As mentioned
earlier in this article where the person was looking for ways
to expand their financial stability and offer more to their children.
That would be an example of a feeling of love.
The more of these feelings you can incorporate into your design
and information, the better chance you have of generating the emotions
needed to compel a person to buy. These are the top ten emotions
according to the book titled "The Way of the Guerrilla" - by Jay
Conrad Levison, published by Houghton Mifflin Company, Boston New
York, 1997. Incorporating these 10 emotions into your design will
help you produce more sales. Just remember, in keeping with the
trust factor, that you are able to deliver on your promises and
statements.
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By James R. Sanders
December 27, 2001
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About the Author
James R. Sanders is the owner of Sanders
Consultation Group Plus. He has been a webmaster and website designer since
1997. He has also been involved in self employment ventures since 1992. He is
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and has been published through WebProNews
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