Surely you have heard the expression "sex sellls". This is a true statement, but does not tell the whole story. The rest of that story is, " Emotions sell, and sexual attraction is one of the strongest emotions, therefore sells best". Of course, that's a bit long winded in comparison.
Emotions sell. Some focus on positive emotions like love, sexual desire, the desire to fit in. Others play on our fears, usually covertly, but not always. Many simply try to play to the emotion of humor.
An effective marketing campaign must include an emotional aspect. This is the only way to reach where you really want with your prospective customer, their subconscious. In the same way that we emotionalize our seft talk for effective autosuggestion (see the chapter on Auto Suggestion from "Think and Grow Rich"), so too can seeds be planted into the mind of your audience. We are all subjected to this every time we watch TV or listen to the radio, or even view most websites.
Take a look at the examples below. These are some exaggerated examples, but it gets the point across.
I can hear all the germophobes squirming in your seats. This is obviously playing to a particular fear. My hands actually felt dirtier after watching this.
Now let's contrast this with something inspiring. This one taps into our inner emotions of self worth, and is one of the most powerful messages I have heard in my lifetime.
How is that for contrast? one video plays on your fears while the other tries to combat the fear of failure. Sadly, often times the marketing efforts with a negative connotation have the bigger impact. Don't believe me, wait until the next political cycle and watch a few campaign ads.
I wanted to add some online advertising as examples, but that posed another problem. Either it would sound like a sales pitch on my part, or I'd have to show soemthing that I cannot condone. Either way, I decided to stay clear of that for this post.
So, are you ready to take this concept and run with it in your marketing efforts? Maybe you'll want to mix it up some to see which works best for you? I'd love to hear about your results, or results you ahve already experienced, in the comments section below.