In just a couple more days, the nation will be sending out a job offer letter to the man we’ve chosen to become the 44th President of the United States. Such will mark another milestone in a year to remember, and another event that triggers fierce emotion.
(for more on creating a comforting message click here)
On Friday, I was listening to a discussion on my local NPR station with an engaging psychologist. The topic was the effect of extreme stress on people brought on by all this worldly chaos. It’s true. You feel it, I feel it – and our customers feel it.
There are two Holy Grail emotions of direct marketing: Fear and Greed. To trigger immediate action, nothing beats the extremes of fear and greed. But you can’t build long term relationships based on extremes. In the darkness, people need light and leadership. They need hope.
The right emotional appeal for today is Comfort. It’s that good feeling you get in your gut when you know you’ve got a friend – like warm soup on a cold winter day.
M’m M’m Good!
Think of some of the classic advertising campaigns and their human approach. Campbell’s Tomato Soup – such soothing comfort in that simple red-and-white can. M’m m’m good! And Coca-Cola – that sweet, satisfying taste, gulped from that funny-shaped bottle. And Frosted Flakes – like Tony the Tiger says, “They’re G-r-r-r-eat!”
[Note: On September 29, 2008, the Dow Jones Industrial Average fell 777.68 points and the only member of the S&P 500 to post a gain was Campbell Soup]
Studies have shown that people connect to these products on a deeply emotional level. These are quality products for sure, but customers first tried them because of their great brand personalities. And once they were in, those products became friends for life. Coke drinkers rarely switch to Pepsi, or vice versa. Not gonna happen.
Why? Because they love their product. They’ve made a strong emotional connection to Coke or Pepsi or Campbell’s soup, one that engenders not only passion, but fierce loyalty as well.
In the topsy turvy world we live in right now, think long term. Fear and greed may get people to jump, but comfort will get them to sit down beside you.
Posted by: Steve Banis and Rich Hallett
[...] [Note: On September 29, 2008, the Dow Jones Industrial Average fell 777.68 points and the only member of the S&P 500 to post a gain was Campbell Soup]. Studies have shown that people connect to these products on a deeply emotional level …[Continue Reading] [...]
Pingback by Stocks and Bonds » Blog Archive » Burst Marketing Blog » Blog Archive » Emotions Rule…So Get Comfortable — November 3, 2008 @ 2:09 am
Great and very thoughtful blog, Steve.
I am impressed with the depth of thought
that you put into your blog.
It’s certainly not a puff piece; it’s
very thought provoking about life and
how marketing relates to everything in
one way or another.
Keep up the great work!
Best,
Mike
Comment by Mike Mills — November 3, 2008 @ 10:25 am