Did you know that many folks make "buying decisions" when they are moved emotionally? Other traditional medias have made
most of these principles and taken advantage of them for many years, whether it be a TV commercial or an ad in a magazine. People are emotional beings and people make decisions (either good or bad) when they are emotional. If something causes a customer to become upset, they become angry and try and solve it. If they become upset enough...they'll make a decision to perhaps discontinue your service and hire another service. On a positive side, TV media bombards us with commercials that try to make an advertisers product seem fun or cute. The "emotional content" tactic is in nearly every advertising and communication media from print to radio to TV and yes, even web. Emotional content is used to sell everything from fast food to children's toys.What every Toy Marketer knows:
Toy marketers have known for years that focus in a toy commercial is not so much on their new product, as much as it is on facial expressions of child. They're showing absolute joy and delight of playing with that toy. Often images in mind of child who is viewing commercial might evoke a sense wonder, adventure and excitement. Sometimes, a toy marketer may aim much deeper psychologically by showing child in their commercial, enjoying their toy with either Mom or Dad sitting on floor playing with him or her. The child viewing program may even desire that toy more simply because they think that "if they only they had this toy", their Mom or Dad might take more time to sit down and play with them too!
Emotional Content in Traditional Marketing:
In example above, a TV commercial does not focus on parent...they are selling to child. However, selling a toy on web, in an online toy store, is different in aspect that you are actually selling to parent (a child does not have a visa card to place an order). The benefits of a toy that appeal to parent will be things like, it's safety features, fact that it "educational". However, focus on appealing to child might zoom to top again in a children's entertainment site. If you want to sell a toy, you must make it desirable to have on child's level. Most of us who have kids, know impact and drive that a child can have towards getting something from a parent. When a child "wants" something, that child will persistently find a way to go after that item until usually, parent often gives in and buys it.
What about silly characters brought to life in a fast food commercial and various toy giveaway promotions? Certain fast food restaurant marketers know that children have power to drag their parents to local fast food place based on fact that they can get this neat toy. All of this starts by a commercial in which that tiny little toy is made to appeal to child's emotions. Is this not true also with certain breakfast food cereals and "free prize" or "game" you get in every box? Of course as we grow from children to adults, we are not influenced by emotional media elements anymore....or are we. Let's look now at a few actual examples from my experiences on web.
On The Web, Emotional Content Influences Peoples "Buying Decision." Actually, with web being a multimedia experience, we have lots of opportunity to work with emotional content. After all, your visitors are just human beings too? We're really no different online than offline. We have an important emotional side of us that can be appealed to. Here's what I have learned from my client successes.
--If you are trying to sell a baby crib, but nobody is buying it,...put a cute little baby in crib and PEOPLE WILL BUY IT!
--If you are relying on graphics, photos, animated gifs or any type of images, you want a combination of quality with uniqueness. Will your image make your audience smile or will it make your audience cry? Where might it be appropriate to make your audience cry? Actually, all it takes it right scenario.
Example: I know of several businesses who are utilizing messages based on events which occurred September 11 in US. (The Sept. 11th tragedy in US). In these examples, websites selling products are appealing to visitors sense of patriotism or they may deliver messages of hope and inspiration. As important as these points are, they are also making good sales. In case of Sept. 11 example, some sites are selling but also contributing a portion to cause.
--This leads to another thought....be very mindful of current events and current interest topics that you hear about on media. Sometimes most obvious strategies can be staring us right in face. Be mindful of all media topics and in many cases you can bring about some good out of what would otherwise be missed.
--Whatever you are selling for retail online...."Lifestyle graphics" work best!
