Key Emotional Marketing Tactics for Copy-Content

Principles of Neuromarketing that are key to emotionally motivating the audience into action.
KEYWORDS:
action paralysis, audience reassurance, create curiosity, decision paralysis, emotional marketing, empathize with audience, feeling of loss, focus on the point, identify with audience, information gap therapy, law of least effort, liking in-group bias, loss aversion, neuromarketing, obligation, paradox of choice, persuasive marketing, psychology of engagement, psychology of marketing, reciprocity

Transcript

1. KEY EMOTIONAL MARKETING TACTICS FOR COPY-CONTENT Persuasion through Neuromarketing Techniques PRESENTED BY: DESIREE QUINATA 05/29/22
2. TABLE OF CONTENTS Section [1]: TRIGGER EMOTIONAL RESPONSES • [Information Gap Therapy] - Create Curiosity; • [Liking / In-Group Bias] - Empathize and Identify With your Audience; • [Loss Aversion] - Create the Feeling of a Missed Opportunity; • [Reciprocity] - Infer Obligation. Section [2]: KEEP IT AS SIMPLE AS POSSIBLE • [The Law of Least Effort] – Get to the Point. Make the Point Easy to Access; • [Paradox of Choice] – Reduce Audience Options to (2) or (3) max; • [Action Paralysis Principle] – Reassure the Audience that They’ve made the Right Decision. SUMMARY
3. TRIGGER EMOTIONAL RESPONSE • [How-To] – Use attention grabbing headlines and word your topics in a manner to pique your audience’s attention. • [Explanation] – When people have a gap in their knowledge of a topic they care about, they will take action to find out more. • [Example] – Use titles that entice the audience's curiosity and tempts them to want to learn more about the topic: “Looking for an Effective How To …?” “Did You Know This about …” • [In Sum] – Human curiosity evokes the desire to seek information on topics relevant to each individual’s pain points. RETURN TO TABLE OF CONTENTS
4. TRIGGER EMOTIONAL RESPONSE • [How-To] – Make them feel that you understand them. Use your audience’s lingo in your content. Incorporating their lingo into your content creates kinship. • [Explanation] – People like people who they are similar to. People they can identify with. People also like people who pay them compliments. People are drawn to a sense of belonging. They crave social proof and acceptance. Plus people like people who cooperate and work towards mutual goals. • [Example] – For instance: Apple. Business attire is jeans and t-shirts instead of suits to impress the audience. Their message is: I am human and I am like you. I am casual and approachable. I design products for you because I understand your needs. • [In Sum] – Prove you are 'one of them' and you will gain their trust and business. If you can get your audience to see themselves in the same 'group' as you, then they'll develop a deeper relationship with you and your brand. RETURN TO TABLE OF CONTENTS
5. TRIGGER EMOTIONAL RESPONSE • [How-To] – Find out what your target audience is afraid of losing, such as time or money, then tap into that by convincing them to take action. • [Explanation] – When the human mind is overcome with the idea of impending loss, it is motivated to act against the possibility of losing. Studies show that loss aversion is twice as powerful [psychologically] over the procurement of something. • [Example] – Your content should show how your products or services can help them prevent a specific loss. • [In Sum] – When your content addresses what your audience stands to lose. Then demonstrates your products/ services ability to avoid that loss. You inherently motivate your audience’s apprehensions and fears; followed by invoking a sense of reassurance. This reassurance earns you their allegiance. RETURN TO TABLE OF CONTENTS
6. TRIGGER EMOTIONAL RESPONSE • [How-To] – Give the audience an e-gift (or free service) before you make your call-to-action statement. • [Explanation] – People feel obligated when you've done something for them first, sans any commitment on their part. • [Example] – For instance: Costco samples. Think about how many times have you bought something based on sampling the Costco freebies? • [In Sum] – Make your audience 'aware' of the time and investment put into creating this free content. The audience will feel the need to reciprocate if they are [aware] of your effort in bringing this content to them for free. RETURN TO TABLE OF CONTENTS
7. KEEP IT AS SIMPLE AS POSSIBLE • [How-To] – Structure your content in a manner that summarizes the audience’s answers within the first and last paragraph. Integrate in-sentence links to sections that provide further detail. If your content is product or service ‘purchase centric’; then offer your audience a risk-free option to ‘try’ your product or service. • [Explanation] – People are inherently lazy and/or efficiency minded. They want to obtain the info they are looking for with the least amount of effort possible. In addition, they want to defer commitment towards products and services. • [Example] – People are hesitant to make a commitment to subscribe or buy. If they are provided an ‘easy out’ from making a decision, they will jump on the ‘easy out’. [The least committed path.] Think about it: It is much easier to make decisions when you can try a product or service without paying for it. Risk-Free trials capitalize on this concept. • [In Sum] – Structure your content so that your audience can easily find the info they are looking for. Consider offering a free trial that allows them to defer their decision making while still engaging with your product / service. RETURN TO TABLE OF CONTENTS
8. KEEP IT AS SIMPLE AS POSSIBLE • [How-To] – When asking the audience to make a selection, simplify their choices to 2-3 options. If there are more selections to consider, then group all options into categories with sub-categories to delineate the [3] set choice schematic. • [Explanation] – Too many options creates Decision Paralysis. The brain becomes overloaded. Reduce the distress of choice by limiting options to a max of [3] within any grouping. • [Example] – Focus your call-to-action on the main conversion point. Then offer one to two additional options in order to allow the audience the ‘freedom’ of choice. • [In Sum] –The human mind becomes overwhelmed when faced with too many options to choose from. When asking your audience to make a choice, limit the options to [3] or less items to avoid Decision Paralysis. RETURN TO TABLE OF CONTENTS
9. KEEP IT AS SIMPLE AS POSSIBLE • [How-To] – When your audience has reason to question their decision, you need to reassure them. Provide a logical answer that will motivate the audience to take action. • [Explanation] – People tend to second guess their ability to make the right choice. They will hesitate and ‘bounce’. Especially if they're not sure how their decision will impact them or the people that depend on them. • [Example] – Provide a call-to-action with reassurance. For example: Avoid saying: “Click Here to Buy This Supplement” Instead say: “Invest in Your Health Today. Invest in You!” • [In Sum] – If your goal is to trigger someone into action, then emphasize clearly that their decision will make a positive difference for them; as well as, those that rely on them to make the right choice. RETURN TO TABLE OF CONTENTS
10. ➢ Using the psychology of persuasion is a very powerful means to inspire your audience into engaging with your content; as well as, creating the audience’s desire to seek out more of what you have to offer. ➢ Incorporate visual cues, interactive infographics, and simplify context to keep your audience focused. ➢ Finally, see the content from their perspective, speak to them in their lingo, and write copy that will trigger their emotional response. RETURN TO TABLE OF CONTENTS