3 Emotions Your Marketing Needs to Move Your Customers to Action
3 Emotions Your Marketing Needs to Move Your Customers to Action
The right emotions will help you deliver a stronger customer experience.
Consumers are bombarded with an abundance of marketing messages and promotions on a daily basis. Brands that produce this marketing spend a ton of time, money, and other resources to get those messages in front of their customers and other people they want to serve.
So it’s a shame when those messages are ignored or are forgotten five seconds after they’ve been viewed. The good news is there is a smarter way to connect with your customers. Produce marketing that makes them feel something other than indifference. Produce marketing for them that moves them to action and compels them to take the next step forward with you.
That next step could be sharing your content, giving you more of their attention the next time you try to communicate with them, giving you their email address, or even buying one of your products or services.
The way you make your customers feel along the various touch points you have with them is largely what will fuel what actions they might take as they consume your content.
When I got started on a nontraditional marketing project a while back that involved dancing, I was clear with my choreographers in the very first meeting about how I wanted people viewing the content to feel. “I want them to have goose bumps,” I explained. In my mind, goose bumps meant they’d be delighted. And delight is an emotion that moves customers to action.
Just as a point of clarification, content isn’t limited to blog posts, podcast episodes, or YouTube videos. It is every place along your customer journey where your customer interacts with any material you produce, such as your website, promotional campaigns, signage, the hold music on your customer service hotline, or even your instruction guide (I’ve definitely had some strong negative feelings about the picture-only instructions for some of the Ikea furniture I’ve put together in the past).
