Marketing to Customers’ Emotions

Consider television advertisements that you’ve seen for fragrance products, such as Axe deodorants and body sprays, Calvin Klein colognes, or Chanel perfumes. Some of these commercials entice would-be buyers with the promise of an exciting and glamorous lifestyle, others portray an image of coolness, stylishness, manliness, gracefulness, attractiveness. Almost universally, they seek to appeal to the emotional desires and ambitions of the target audience.

Of course, the power of emotion extends far beyond the world of fragrances; branding experts regularly employ emotional techniques to plug items ranging from soft drinks, to jeans, to automobiles. By connecting your brand identity to the emotional aspirations of consumers, you too can convey a potent message. But you’ll need to begin with a solid understanding of your customers’ emotional drivers.

What motivates your customers?

Every one of your customers is a unique individual, and each may have h/er own reasons for seeking out what you offer. Nonetheless, you’ll often be able to identify emotional drivers that many share.

As part of their research into customer emotional connectedness, published this month in Harvard Business Review, analysts Scott Magids, Alan Zorfas, and Daniel Leemon compiled a list of High-Impact Motivators that includes the following:

•  A desire to stand out from the crowd, which businesses can leverage by emphasizing the uniqueness of their brand.

•  Confidence in the future, and a feeling that the best in life is yet to come.

•  Well-being, including relief from stress.

•  Freedom and independence, and sovereignty over one’s own decisions.

•  Success, defined by the sense that one’s life and endeavours have meaning.

•  Belonging, as in being part of the “in” crowd, and/or perceiving oneself to belong to something greater.

•  Thrill/excitement, and the associated pleasure or buzz.

•  Environmental protection: the belief that one’s purchasing decisions are either helping to prevent (or at least, not further exacerbating) the degradation of the ecosystem.

            Other common emotional drivers are the desire for love, financial security, the admiration of one’s peers, and the wellbeing of one’s family.

Identify emotional connections.

Existing customer and market data, surveys, and social media can all offer valuable insights here.

If your customers have liked or favourited your business or its products on social media, there is a good chance that these individuals would welcome updates, including information on special deals and limited-time offers. Surveys provide a means for you to learn about the emotions associated with particular customers and their shopping behaviour. (Questions like “Do you place greater value on individuality, or social acceptance?” or “Do you consider (X) a good brand?” can yield enlightening insights.) By aggregating basic customer data points—such as age, profession, gender, and transactional records—you can develop a profile of the kinds of customers who most value what you have to offer.

Emotionally connected customers tend to be lucrative ones.

Typically, your data will reveal that a minority of your clientele consists of regulars and comparatively big spenders. The research of Magids, Zorfas, and Leemon suggests that there is substantial overlap between your most frequent or lucrative customers, and those who feel emotionally connected to your business.

By reaching out to your most emotionally connected customers first, and striving to forge stronger connections with your borderline-emotionally connected customers, you can give your business greater staying power and a competitive edge over those that overlook this factor.

What to Look For In a Social Media Manager

Social media has become an integral component of the marketing strategy of many businesses. There is good reason for this: social media platforms bring millions of prospective clients, customers, and business professionals together, offering a dynamic, interactive commercial opportunity with few precedents in human history.

That said, to make effective and profitable use of social media, one needs both a specialized skill set and a knack for conveying the desired message.

If you plan on hiring a social media specialist to preside over your business’s online interactions, keep the following criteria in mind.

The right kind of experience and knowledge

Applicants for the position of social media manager won’t have decades of in-kind experience to fall back on, for the obvious reason that social media is a relatively novel tool. So don’t concern yourself principally with the total duration of a candidate’s experience. Instead, seek individuals whose skills, accomplishments, and outlook are compatible with your organizational culture and goals.

Ask candidates to provide descriptions and links to their past social media work, their social media accounts, and (if possible) testimonials from previous employers. You can also elicit their responses to skill-testing problems, such as “We’re hoping to design a multi-platform social media marketing campaign to promote (X), with the following messaging requirements. Show me how you would approach this assignment.”

Millennials tend to be digital natives.

We’ve all heard the standard received wisdom about millennials: they feel entitled, they have lofty ambitions but aren’t willing to work hard to achieve them, etc. However, empirical research indicates that such stereotypes are not new; rather, elders have been griping about “the younger generation” for centuries. By the same token, every generation invariably features both underachievers and high achievers.

 

Social media is one area in which millennials, on average, tend to be more comfortable than their elders. Many young professionals entering the labour force today may have got their start on social media before they learned to ride a bicycle. When it comes to hiring a social media strategist, you’ll need to dispel any lingering, overgeneralized misgivings you feel toward millennials. The most qualified candidates for the job are likely to be members of this youthful cohort.

Search for potential candidates on social media.

Candidates for a social media manager position will often have searchable profiles on various platforms, and an established online presence. As soon as you field a job application from someone, run a search for that person on Facebook, Twitter, LinkedIn, and any other social media platform your business currently uses. If you can’t easily locate the individual you’re looking for, that may be cause for concern.

Proficiency in spelling, grammar, syntax, and a conversational writing style

Your business’s social media accounts are the face of your online presence, and errors that appear in these spaces reflect poorly on your organization.

Often, a social media manager’s job description includes the curation of content for a newsletter or Storify article. Depending on the specifics of the position, a social media manager may also be required to create original content for a blog or website. A high degree of language proficiency, a strong grasp of basics like spelling and grammar, and an engaging and conversational writing style, all are valuable assets.

A background in sales, marketing, or customer service

While a long history of experience in social media management shouldn’t necessarily be a top priority, social media strategy is largely a question of communicating and disseminating your company’s message effectively. Look for candidates who have a history of solid performance in this area, bo

Marketing to Customers’ Emotions

Consider television advertisements that you’ve seen for fragrance products, such as Axe deodorants and body sprays, Calvin Klein colognes, or Chanel perfumes. Some of these commercials entice would-be buyers with the promise of an exciting and glamorous lifestyle, others portray an image of coolness, stylishness, manliness, gracefulness, attractiveness. Almost universally, they seek to appeal to the emotional desires and ambitions of the target audience.

Of course, the power of emotion extends far beyond the world of fragrances; branding experts regularly employ emotional techniques to plug items ranging from soft drinks, to jeans, to automobiles. By connecting your brand identity to the emotional aspirations of consumers, you too can convey a potent message. But you’ll need to begin with a solid understanding of your customers’ emotional drivers.

What motivates your customers?

Of course, every one of your customers is a unique individual, and each may have h/er own reasons for seeking out what you offer. Nonetheless, you’ll often be able to identify emotional drivers that many share.

As part of their research into customer emotional connectedness, published this month in Harvard Business Review, analysts Scott Magids, Alan Zorfas, and Daniel Leemon compiled a list of High-Impact Motivators that includes the following:

•  A desire to stand out from the crowd, which businesses can leverage by emphasizing the uniqueness of their brand.

•  Confidence in the future, and a feeling that the best in life is yet to come.

•  Well-being, including relief from stress.

•  Freedom and independence, and sovereignty over one’s own decisions.

•  Success, defined by the sense that one’s life and endeavours have meaning.

•  Belonging, as in being part of the “in” crowd, and/or perceiving oneself to belong to something greater.

•  Thrill/excitement, and the associated pleasure or buzz.

•  Environmental protection: the belief that one’s purchasing decisions are either helping to prevent (or at least, not further exacerbating) the degradation of the ecosystem.

Other common emotional drivers are the desire for love, financial security, the admiration of one’s peers, and the wellbeing of one’s family.

Identify emotional connections.

Existing customer and market data, surveys, and social media can all offer valuable insights here.

If your customers have liked or favourited your business or its products on social media, there is a

good chance that these individuals would welcome updates, including information on special deals and limited-time offers. Surveys provide a means for you to learn about the emotions associated with particular customers and their shopping behaviour. (Questions like “Do you place greater value on individuality, or social acceptance?” or “Do you consider (X) a good brand?” can yield enlightening insights.) By aggregating basic customer data points—such as age, profession, gender, and transactional records—you can develop a profile of the kinds of customers who most value what you have to offer.

Emotionally connected customers tend to be lucrative ones.

Typically, your data will reveal that a minority of your clientele consists of regulars and comparatively big spenders. The research of Magids, Zorfas, and Leemon suggests that there is substantial overlap between your most frequent or lucrative customers, and those who feel emotionally connected to your business.

By reaching out to your most emotionally connected customers first, and striving to forge stronger connections with your borderline-emotionally connected customers, you can give your business greater staying power and a competitive edge over those that overlook this factor.

Turning a Bad Day Into an OK Day At Work

We’ve all had those days when nothing we attempt seems to work out, there are unforeseen

challenges or delays, items we’ve requested don’t arrive on time, a presentation or business meeting doesn’t go as well as expected, etc.

If you feel yourself sliding toward an emotional low, try a few of the following strategies to help get yourself and your work day back on track.

Adjust your attitude.

You hold yourself to a high standard, and it’s natural for you to feel miffed if your performance ever falls short of your own expectations. We all experience disappointments; however, one of the defining qualities of a consummate professional is the ability to regain focus, composure, and a constructive frame of mind after a letdown.

•  Put your troubles in context. For some people, it helps to consider how enormous the universe is, and how comparatively minuscule one’s own problems are. You can apply a similar tactic to time: will the circumstances you’re experiencing right now matter in five, 10, or 15 years? Will they significantly affect your career, or your legacy?

•  Monitor your thoughts, and avoid the tendency to globalize, catastrophize, or succumb to unrealistically negative self-assessments. For example, instead of a phrase like “I’m such an idiot,” a more realistic appraisal would be: “I made an error on this occasion, but I’m actually quite intelligent and good at what I do; if I weren’t, the many successes I’ve enjoyed thus far wouldn’t have been possible.” By the way, if you’re going to criticize your own failings, why not take into account your many successes and redeeming qualities too?

•  Stay in the here and now. The most important task in the world right now is the one that’s right in front of you. Past events are beyond your control.

•  Take a moment to think. Sometimes just by asking yourself the question “What can I do to turn this situation around?”, you’ll come up with one or more ideas that wouldn’t otherwise have occurred to you. This offers you an opportunity to regain a measure of mental control, instead of feeling like a hapless passenger on a bus that’s headed for a ditch. You may also experience a placebo of sorts: if you genuinely believe a particular change in thinking or behaviour will help you, then there’s a good chance it will.

Activate your body.

An elevated degree of stress can disrupt basic functions of your body, including your heart rate, digestion, muscle tension, blood flow, and respiration. A focus on breathing (which is relatively easy to consciously control) can help you release some of the pent-up anxiety or frustration you may feel. Start with about five deep, measured breaths, in through your nose, out through your mouth.

A bit of light exercise, like a walk around the block or up a few flights of stairs, can help restore circulation to your brain and extremities, and release tension and stress.

You can also try striking a power pose, by standing tall with your feet at shoulder-width, placing your hands on your hips, and imagining that you are a superhero. Hold this position for around two minutes. Sure, it sounds a little silly, but you may be pleasantly surprised by the renewed feeling of strength and potency this brings you.

Practice gratitude daily.

Take some time to think about all the people who have made a positive contribution to your life. Express your gratitude openly to those around you whom you care about and respect.

Not only will the regular practice of gratitude help you to restore a positive frame of mind and recover from setbacks more quickly; your friends, companions, and colleagues may also be more favourably disposed to lending you a hand in times of need if they believe you genuinely appreciate their assistance. Gratitude is a positive feedback loop!