Great advertising hits you in the heart. Making you remember, and persuading you to try, buy, or switch.
That’s because people make decisions on an emotional level. Heart first. Afterwards, we’ll use intellect to gather the facts and figures that rationalize and bolster our decision. Sound familiar?
When was the last time someone persuaded you to try something new? The new restaurant on the block, a new detergent, a new electronic gadget. Think about it. Was it their words and info that swayed you? It was probably the emotion in their face, emphatic body language, and excitement in their voice. They made you want to.
Most advertising engages the mind, and maybe the funny bone.
We delight the senses, engage the mind, and affect behavior.
To build deeper engagement it’s imperative to communicate with your consumers on a deeper level, where decisions are made. This is what the top brands have been doing for years.
When you develop an emotional proposition, based on your core values, you will create loyal, repeat customers who purchase your product or service – not just because of price, coupons, or benefits, but because they’ve associated it with a deep emotion, and successfully integrated it into their lifestyle.