Scientists studying the human brain have discovered what savvy marketers have already known for decades: the path to the head is through the heart. Appealing to emotions is what sells.
Most industries could learn a lot from the fashion industry. Fashion designers learned long ago that selling their clothes was all about creating a fantasy or story around their products in a visceral and emotional way. How many successful designers talk about fabric, fit, or durability in their fashion ads? Or about their technology and craftsmanship? None. They tell stories using beauty and fantasy. Their audience is drawn to them and develops incredible brand loyalty.
This concept can be best summed up in a quote by Maya Angelou, who said, “People will forget what you said, and people will forget what you did, but people will never forget how you made them feel.”
My four-part formula for successful marketing is: (1) Make it emotional, (2) make it attractive, (3) make it simple, and (4) make it relevant. These must come together to tell a memorable story. Of course, you must also have a product or service worth talking about.
Feel free to reach out. I’d be happy to elaborate more.
-JB
FURTHER READING:
Emotion and Decision Making »
Annu. Rev. Psychol. 2015
Neuromarketing: Seven Ways to Sell to the Decision-Making Lizard Brain »
By Tim Riesterer
How Emotions Affect Logical Reasoning »
Front Psychol. 2014
How Great Leaders Inspire Action »
by Simon Sinek
Personal Blog »
by Jason Busa