Emotional marketing's primary goal is to elicit an emotional response from the customer, not to showcase a product.
Customers evaluate products with their head, but they buy with their heart.
Emotional marketing is more effective because it attaches the brand to feelings that customers already feel about themselves.
Order and control are two powerful emotional motivators that are particularly endearing to people who see themselves as achievers.
Don't forget that success means much more than career or monetary achievement. Stay-at-home moms, low-wage earners, and retirees often use different criteria to gauge life success.
There are two primary ways to market using success - feed the need through identification, or deny the need through derision.
Marketing that appeals to the control freak deep inside of us uses one of two primary emotional motivators: fear or success.
The process of using fear has two critical steps: frighten, but then quickly reassure.
Fear should be a catalyst that drives the feeling of reassurance. Peace of mind, not angst, should be the goal of the marketing.
Many times the primary motivation behind a brand preference has nothing to do with the product and its direct effects.
Most marketers study the customer's passion for their product, not the more motivating passions of how customers feel about themselves.
Never underestimate the prowess of the average consumer. Most of them are masters at sniffing out disingenuous advertising. Your commitment to your customers must be real, or you should just go home.
Companies tend to define success as beating a competitor even though winning a customer should be their aim. This has lead to a flood of feature-comparison marketing that overwhelms potential customers with information.
Don't brand your product's features; instead, show how those features demonstrate the brand.
Don't kid yourself into thinking that your product feature is special. Odds are, you'll need to wrap that feature in a tested creative vehicle such as metaphor, special effects, or comedy.
When most of the products in a category aren't much different from each other, brands must transition from belaboring minuscule feature differences to building the ego of their customers.
Companies must know when their product category has matured, then decisively move away from feature marketing.
Great companies have one thing in common - their products are usually not that special, but they have learned how to attach an amazing customer-obsessed brand connection to those average products.
Luxury brands build allure by showing us the person we hope to be, not who we really are.
These brands build a story that constantly evolves. They keep themselves new by keeping customers off guard.
Build brands that have room for a bit of dreaming by your customers.
The best luxury branders use temperamental emotional marketing to keep their brands unpredictable and a little dangerous.
Great brands aren't afraid to do a little bit of dreaming.
There are two primary luxury branding positions - ostentation and quiet confidence.
Consumer product branders often make the mistake of building brands that are too pragmatic, and thus lack imagination and an ability to grow.
Great testimonial ads are built on identification and empathy, not product features.
Strong testimonial ads are not just about the product, but how people feel when they use the product.
Start the creation process by focusing on the customer's passion, then show how the product empowers that passion.
Most customers don't really know why they buy. Customers evaluate with their minds, but buy with their hearts.
All ads must craft a dual sell - one for the conscious mind, and a completely separate one for the subconscious mind.
Over-reliance on qualitative research will lead to ad campaigns that make a strong intellectual case but never make the critical emotional connection that leads to a sale.
Most people feel they are immune to the guiles of advertising and that emotional imaging has little effect on them. The opposite is true.