In 2014, an animated film titled "Super Amma" was created to teach mothers in rural India the importance of consistent hand-washing.
Because families had no running water (and typically only used soap when dirt was visible), changing mindsets was a daunting task. The solution? Health officials put together an inspirational animated film starring "Super Amma," a mother who loved and cared for her son, eventually helping him grow up to become a doctor.
Dubbed "an extraordinary tale of an ordinary mother," Super Amma used the powerful appeal of a nurturing mother to forge an emotional connection between regular handwashing and a mom's desire to care for her children. Initially rolled out in 14 villages, the results were better than expected. Six months after the first campaign, 37% of families were regularly washing their hands with soap.
Emotional Connection Rules All
All of us understand the power of emotions.
They drive us to pursue dreams, keep us from making destructive choices, and can easily nudge us in a particular direction when we make decisions.
Marketers can use emotions like vital arrows when advertising a particular product or service. But to build an emotional connection with your audience, you need to understand what's motivating your buyers. What are they hoping to achieve? What feelings are they searching for with your product or service?
According to MEG research, there are three key motivators that affect most buyers: trust, confidence, and empathy. How could you use one or two of these emotional triggers to move your core buyers?
Emotional Trigger: Trust.
Move Customer to Believe: "Acme Company is a company I can depend on. I trust that they'll do what I say."
Trust is a powerful motivator! Share hard facts, testimonials, stories, and convincing benefits to show prospects that placing their confidence in you is a worthwhile decision.
Slogan example: "You're in good hands with Allstate."
Emotional Trigger: Confidence.
Move Customer to Believe: "I have confidence that Acme Company has the expertise to meet my needs and the tools to do it with excellence."
When seeking to sell a product or service, your goal is to convince buyers that your marketing claim is credible and so is your company. Move prospects from believing that your product brings results to believing it can bring results for THEM.
Slogan example: "Stronger hair, stronger you. For hair that shines with all its strength." (Garnier)
Emotional Trigger: Empathy.
Move Customer to Believe: "Acme Company understands my present situation, and is there to walk me through purchasing decisions and service support after I make a commitment."
It's not about you, it's about THEM. To make lasting emotional connections with customers, show that you understand where they are coming from and demonstrate how what you offer solves their problem.
Slogan example: "Make quitting suck less." (Nicorette nicotine replacement therapy products.)
Use Print to Get to the Heart
Statistics show that emotional marketing campaigns are nearly twice as effective as those that have a rational focus, and print ads that generate an emotional response outperform other ads by a factor of 2-to-1.
When you recognize the key motivators of your audience, identify similarities among those who respond to your brand and speak to their desired emotional benefit.
By getting to the heart of your audience (causing prospects to buy-in to more than just the logical "result" of your product) you go from simply conveying a message to evoking a response.
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