The modern era of marketing is now dealing with transition rather than solution...
...When you are enjoying a conversation you become engrossed, and interested in the moment you forget time.
You want to stay focused on that person and understand, learn, or laugh some more.
The path to greater sales involves your audience feeling like they are connected with you in a conversation, serving up relevant subjects with meaning and context.
With very single touch, you have to demonstrate to your audience that they can walk away with something valuable.
In the last few years, we have now moved away from problem marketing where every single message was "you're in pain - I can solve that" pain pain pain, solve solve solve.
Back in the 90's and early 2000's, problem marketing worked because as a society it was all about what we had - it was "owning now."
TODAY - it's about aligning your audience with improved future possibilities and showing a better you.
It's about creating an easy pathway where your ambitions can grow into the aspirational lifestyle you want.... but only from being connected to you, your solution and your brand.
People do have problems and yes, you are still able to help, but it's not the reason WHY your prospect will want to engage with you and your band in the initial phase of campaign.
This style of marketing allows you to instantly plug into the emotional side of your prospect, aligning how they want to feel and what they want to look like through your messages.
Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print and advertising.
Rich and powerful mental representations of a brand include its personality. Research reveals that consumers perceive the same type of personality characteristics in brands as they do in other people. And just like with people, they are attracted more to some personality types than others – attractions which are emotion based, not rational. We communicate a bands personality through packaging, visual imagery, and the types of words used to describe the brand.
But for consumers, perhaps the most important characteristic of emotions is that they push us toward action. In response to an emotion, humans are compelled to do something. In a physical confrontation, fear forces us to chose between “fight or flight” to insure our self-preservation. In our daily social confrontations, insecurity may cause us to buy the latest iPhone to support our positive self-identity, or to improve our status with an advanced brand association.
So when promoting - think about feelings and emotion first before you start to build your message.
