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Unfortunately, it is not easy to get everything, because it includes a ton of different fields.
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Here you get effective insights – well organized and easy step-by-step tactics about how to emotionalize your brand, product, or service – by considering following fields:
Advertising(Formerly outdated technique!) In general, advertising means a conscious or unconscious influence. That means only the product is focused on – it was very popular in former years: attract attention via (mostly) unrealistic representation. For example, on some products, the outer packaging is much bigger than the inner product – only for looking better in product shelves. (Please see “Service Design” – that is the current advertising technique!)
P.S. Neil Patel and Gary “Vee” (Marketing Experts) describe “Advertising” as “Content Marketing” (acc. to several Podcasts of 2018). FYI: “Content Marketing” belongs to “Service Design”.
BrandingAs a rule of thumb, branding means consistency – of design and message. Your core message and the story of your business, product, or service helps you to stay focused and be truly trustworthy for your (potential) customers.
Most companies do not make their core message very clear – on your website, it should be obvious at the first glance (without scrolling). You want to have a very simple slogan – very easy to understand. In that way, it remains in the brain.
Consumer NeuroscienceUse the power of the subconscious!
Unfortunately, most marketers miss using the sensitive subconscious. Between 70 and 80% of purchasing decisions fall to our subconscious.
The remaining 20 to 30% are still playing in an emotional program. (acc. to neuroscience researchers, including Dr. Hans-Georg Häusel, German Neuroscientist)
The real power comes from understanding the motivations that activate trust, love, action and purchase.
Content MarketingCreate, publish and distribute content for your (potential) customers to give them true value e.g., education, support, or entertainment.
There are many little things you need to care about; for instance, use a proven formula which includes an emotional introduction with an anchor, and at the end, a conclusion. Use different kinds of media formats (images, videos, infographics, or audio), write in short paragraphs, use a lot of (emotion-packed) sub headlines, write at a simple level – approximately 9th grade level – prove your content with high authority sources and ask at the end for comments and shares.
Copywriting“Copywriting is one of the most essential elements of effective online marketing.
It’ll influence users if they read or click. By reading headlines users decide if they’ll open the article or not.
Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action.” (acc. to copyblogger.com)
There are many little things you need to care about. For instance,
- write in a conversational tone, which means using “you” and “me.” In that way, you build a connection – it is much more personal.
- Always tell your users about their benefits; in that way, you trigger their emotional systems (in their brain).
DesignIn general, the (design) environment unconsciously impacts your (potential) customers, so it is necessary to care about design.
For instance, on websites, the user interface design gives your (potential) customers the right (or wrong) gut feeling to trust the company (or not). If not, the users are very skeptical and they question everything – this causes them to become very unlikely to buy.
Every brand, product or service uses different kinds of design fields: Graphic, Product, Packaging, Interior, Multimedia, or Textile Design. Emotional Marketing Land focuses on Interaction Design for multimedia, including User Interface Design (UI), User Experience Design (UX), Information Architecture (IA) that organize and structure content of the websites, web and mobile applications, and social media software.
Interaction DesignConsider the design of all sensory perceptible aspects by which our customers get in touch.
Gather several positive connections to build trust. Generally in Marketing, there is the rule of seven: that means your (potential) customers need approximately seven different touchpoints before they will buy from you (acc. to Neil Patel).
Online MarketingDeliver promotional marketing messages to (potential) customers by using the Internet.
Create several positive connections online (through your website, social media platforms, or partners’ platforms) to make a strong first impression and stay in their mind.
Persuasion“Persuasion is an art. If you push too hard, you will risk being aggressive. If you nudge too lightly, you will get nowhere. If you complain too loudly, you’re just a jerk.
However, there are subtle ways to press your agenda without turning everyone off. (…) A thoughtful, persuasive argument can lead you to getting what you want.” (acc. to psychologytoday.com)
Emotional Marketing Sales do not feel pitchy, or desperate – instead, you should communicate naturally – like a good friend pointing your (potential) customers in the direction of living a better life.
Use persuasion techniques: well-considered sales processes and sales funnels.
Service DesignUser-friendly solution: Not the product (anymore), but the human being is focused. It looks for problems and solves them to improve life of your (potential) customers (to create real value and arouse emotions).
P.S. Neil Patel and Gary “Vee” (Marketing Experts) describe “Advertising” as “Content Marketing” (acc. to several Podcasts of 2018). “Content Marketing” belongs to “Service Design”.
Create stories around your brand, product, or service.
Stories remain 20x better in the brain than regular arguments (acc. to Dr. Hans-Georg Häusel, German Neuroscientist).
UsabilityUsability generally is the ease of use. If something is too difficult to use, you’ll have a high bounce rate or you’ll frustrate your users and (potential) customers.
Usability brings everything together, like concepts from Interaction Design (IxD), User Interface Design (UI), User Experience (UX) Design, and Information Architecture (IA).
User InterfaceUI is the graphic design of a user interface – but it can also refer to others, such as natural and voice user interfaces. Put simply, it is the way that a user controls the media or interacts with it.
User Interface (UI) makes concepts from Interaction Design (IxD), Information Architecture (AI), or User Experience (UX) usable.
User Experience / Information ArchitectureIt is the user flow of a product, service or system (e.g. website, app, etc.). It includes the practical, experiential aspects of human-computer interaction. Put simply: it determines how to go from (page) A to (page) B – without using any fancy visual design.
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