Emotional vs. Rational
When selling a product or service it is very easy to begin with listing the features it possesses. This provides a very rational approach to selling a product, and goes against the norm of branding. This is not necessarily a bad thing however. For example Dyson takes a rational approach with their communications and they are incredibly successful with their sales. In this article you can read about James Dyson’s views on branding, which gives insight as to why Dyson’s marketing is as it is.
Dyson’s approach, however, is not the norm when it comes to product communications – in most cases, the branding has a lot of influence on what is used as promotional content. A brand will be built up over a length of time and consumers will develop an attachment and loyalty to it. It reaches a stage where the brand is so established that the promotion that is put out by the brand is no longer needed to bring in as many new customers, but now acts as a reminder to people that the brand still exists.
To help build this loyalty and attachment, most adverts are emotional. The reason for this is that when an advert causes people to feel emotion, they are engaged with what they are seeing and as a result, they are more likely to respond to it.
The best examples of emotional adverts are generally found around the Christmas period because of the nostalgic feelings associated with that time of year. John Lewis are a great example here because every year they release an advertisement that plays entirely on emotion and, more often than not, does not even feature their products – they have managed to reach a point where they are established enough that they can solely advertise their brand, to act as that reminder. The release of the John Lewis advert is highly anticipated by many people because they really enjoy the happy, sad or nostalgic emotions that are brought about by the content. (You can watch the John Lewis 2015 Man on the Moon Christmas advert here)
So how can you play on the emotions of your target market?
You may need to change the phrases you are using in your sales and/or promotion. Where rational adverts sell the functionalities, emotional adverts strive to sell the benefits of these functionalities – the easiest way to look at it is: what does that feature do for the user?
Here are some basic examples to help explain:
Function – Large plastic shield
Benefit – Keeps you dry when it rains
Function – Someone who can provide childcare
Benefit – Allows you to enjoy a meal out with your partner or friends
You can adapt this basic exercise to any business so you can make this work for you!
By developing these basic benefits further, you are adding value to the functions of these products or services, allowing you to be able to more effectively communicate to people why they should buy into your brand.
Using emotion can really help you to build up or expand a loyal customer base so always make sure to sell the benefits over the functions – the sense of value will provide a satisfaction for the consumer that just isn’t found with rational promotion.
If you need any help with publishing your promotional content then WNW Digital are here to help! Contact us here.