There are roughly ten emotions that you want to trigger in your marketing messages. You don’t have to trigger them all in each message, but shoot for two or three and you’ll have a winning marketing message. Let’s go over the ten different emotions you can work on triggering in your audience, and how to go about it.
1.) Community – People love the feeling of belonging to a tribe. We tend to flock together with those who are like us, and we like feeling included in a community. If you can make your audience feel as if they’re part of something bigger than themselves by working with you or buying your products, you’ll create a customer for life.
2.) Competition – Everyone has a bit of a competitive streak; you can trigger your audience’s competitive side by making them feel as if they might miss out. If you’re only accepting five new customers for a particular offering, and you have a list of 500, it’s more than likely you’ll fill your roster within minutes of making the offer.
3.) Fear – Making your audience believe and realize that if they don’t act now they’ll miss out on the offer, or that they can’t live without your offer, will make your audience fearful that they’ll be less if they don’t have it.
4.) Indulgence – Not only do consumers want to feel indulged, they also want to be spoiled right now. People love instant gratification and if they know that help is on the way right now, and it’s free, they’re going to trade their email address for your free offer straight away.
5.) Guilt – In the realm of charities and not for profits, eliciting guilt is not hard to do. You can use guilt in your marketing efforts if you can come up with a slant. For example, if you are selling a work-from-home business idea, you could appeal to the guilt of mothers and fathers who must leave the home to work.
6.) First Adoption – People like to be the ones who lead the way in choosing new products, technology, and services. Make the audience feel special and smart about their choice to buy your products or use your services.
7.) Popularity – People want to be like their heroes and if you can offer them a way to do that, you have succeeded in making them feel like a trendsetter who is ahead of their peers and one step above others.
8.) Time – Often times what you’re really selling is time. If you are more explicit in the language you use regarding time (such as by using words like “now”), you can evoke feelings that make the audience feel as if the time to buy what you’re offering is now.
9.) Trust – Using words (and meaning them) like “guaranteed”, “full refund” and so forth will help your audience trust you more. When it comes to marketing, trust is possibly the most powerful way to get more business. People don’t want to open their wallet if they don’t trust you. Prove them right when they buy from you.
10.) Value – If you can prove your value and that you’ll save them time, or money, or something else, your audience will want to give you a try. This is your chance to under promise and over deliver.
Using trigger words to elicit the emotions you want your audience to feel will go far in helping you develop your marketing messages.
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“Work and play are the same. When you’re following your energy and doing what you want all the time, the distinction between work and play dissolves.” - Shakti Gawain
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“Work and play are the same. When you’re following your energy and doing what you want all the time, the distinction between work and play dissolves.” - Shakti Gawain
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