About selling emotions through your marketing, I would like to say that it’s one of the main pillars of branding and marketing.
Most companies use it.
Mc Donalds Branding & Marketing
For example, what Mcdonalds sells to you first is that they have a place where all the family will be happy and welcome in a very children friendly environment, where kids can have fun thanks to a clown and games.
They don’t sell you hamburgers and fries in the first place, they sell you a playful and colorful atmosphere because it is associated with happiness, especially for kids.
The Pumpkin Marketing phenomenon
Right now, as we are in fall season, all the coffee shops sell you pumpkin spice coffee and lots of things with pumpkin inside but they don’t sell you actual pumpkin.
Through their branding and promotion material, you can see that what they sell to you first is the feeling of being comfortable in a cosy home where the rainy days feel like calm happiness, not a depressing time of the year. And that’s why they sell so much of it! Not because people are suddenly fond of pumpkin.
Products sell very well when they’re attached to a feeling people crave to feel.
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Buying a pair of Nike shoes
Like the Nike shoes you buy, from their ads, they sell you being in good shape and having great performances, being healthy, etc. They don’t talk that much about the shoe itself.
Think about your content through an emotional lens
So that’s a really basic principle in marketing and it is important for you to know about it so you can think about your content this way, while still making clear that you’re selling your offer.
And around all your branding material, it is necessary to let people know regularly that you sell a product or a service, you’re not just passionate about the topic, you also can provide them with the best services/products you talk about.
We’re moving towards a society of values
Also, we are moving towards a society of values, where people want more and more to buy from companies that serve deeper values than just filling their pockets with money, it is the new trend.
People are sick of money making machines, they want to be back to feel considered and appreciated as humans when they buy or they want to pay where their money serves a good cause.
So while creating the right emotions around your brand, it will also be important to make people understand, in an elegant and subtle way, that they can buy from you. The emotion being what will make the selling and buying process feel like a nice experience, not just a transaction.
Emilie Grelewicz
@Emi Create
Branding for Heart-Centered Entrepreneurs
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