Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered
Eggs.
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Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered
Eggs.
Conventional wisdom has it that business-to-business advertising
must be jam-packed with facts. But today, the facts are not
enough.
All advertising copy consists of two elements: What is said and
how it's said. What is said is the rational part of the message
-- the claims and benefits that result from careful positioning
and strategy. How it's said is the emotional element -- the look
of the advertising, and the charm, humor, nostalgia, empathy,
sense of security, beauty, or sense of style and quality that is
conveyed.
Knowing when and how to use emotion is the most important part
of a copywriter's and art director's job. Because, whether we
like to admit it or not, most purchase decisions -- greeting
card or giant machinery, new car or new factory roof -- are made
for emotional, not rational, reasons.
A Couple Of Definitions. We've been told that emotion is
probably best defined by the observation that emotions are
feelings. How important is that? Very. Because feelings are
everything in people's lives. They dictate where we live, who we
live with, who our friends are, what we read, what we eat, what
we drive, where we go on vacation, what we laugh at, what we cry
about and what we want out of life. And they tell us what to
buy, when to buy, where to buy, and who to buy from.
We've also been told that a definition of communication is the
interchange of ideas between two people. But, in advertising, we
have to go beyond that. Our business must be the interchange of
feelings between two people. We have to make people really feel
something about the products and companies we advertise.
Otherwise, they won't buy. And if they don't buy, we've failed.
So, the simple truth of the matter is: The only advertising that
works is advertising that makes somebody feel something. Four
Thoughts, No Rules. Explaining how to use emotion in advertising
is difficult, if not impossible. It all depends on the situation
and the abilities of the people involved. But here are some
things that may help put the subject in perspective.
Businessmen And-Women Are People, Too. Some will argue,
especially in today's downsized work environment, that the
businessperson is besieged, harried and overworked. And all they
have time for is the facts. True, perhaps. But it is also true
that they are being constantly being bombarded with information
at every turn. Which means that if your advertising is going to
be successful -- if it is going to stand out from the clutter --
you better deliver it in an emotional envelope. Whether you're a
man or woman, working man or working woman, prudent veteran, or
a kid just out of school isn't important. Emotional advertising
has a universal kind of communication that works. Warmth, humor,
charm, flair -- these are things we all relate to, respond to.
Emotional advertising transcends the demographic position of the
reader or viewer. People in all walks of life respond to wit, to
being talked to in a flattering and friendly way, to being
liked. People like advertising that makes them feel good --
about your product, about your company, about themselves.
Start From The Other End. All advertising must start with a
strategy. But, too often, we build our strategies on the what.
With too little consideration of potential emotional appeals.
And too much focus on the specific product differences and
benefits, no matter how small these differences might be. We get
locked into saying something instead of communicating something.
It would be better if we spent more time trying to understand
how people might use the product in their lives. And trying to
judge its emotional importance and appeal. Which means that,
sometimes, you may want to start at the other end. By first
coming up with a great attention-getting idea -- that you can
then fit into the framework of the strategy.
Don't Go Too Far. Don't get the wrong idea. The rational appeal
of your advertising is important, too. Especially when you have
something significant to say. But even when you don't. Because
the rational element is what people use to justify their
emotional decisions. Nobody will ever say, "I bought their
product because the photos in their brochure were beautiful," or
"I gave them the business because the copy on their Web site
gave me a chuckle." Even though stuff like this may have
affected them, they still need a rational reason. So, you better
give them one.
Rely On Your Own Feelings. If you put anything on paper without
emotion, it should be because you're in search of it. You have
to start with emotion, if you want to end with it. Remember, the
whole idea here is to share your feelings (and the intensity of
them) -- about a company and its product or services -- with the
people on the other side of that page or screen. It means
forging those feelings into the shape of ads, brochures, Web
pages, postcards and matchbook covers for all of the rest of the
world to feel. And just think about it! Every time a person will
reach for a product, it's because you have reached them inside.
And given them a feeling for it. Which makes for a pretty good
feeling in itself.
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