Written by Lynn Swayze
You’ve probably heard it said that people buy based on emotions, but justify it with logic. So what are those emotions you need to put in your marketing and across your offer?
There are many you could — and probably should — tug on in some form in your marketing in the form of hooks:
- Anger
- Betrayal
- Revenge
- Fear
- Forbidden
- Frustration
- Greed
- Happiness & health
- Hope
- Love & Caring
- Passion
- Powerlessness
- Relaxation
- Sadness
- Security
- Shame
- Surprise
- Urgency
(That list came from AWAI and Tony Flores.)
But ultimately, you only need to ensure that you hit THREE of them. That’s the number of primary emotions your Expert offer must deliver on in some form.
Emotion 1: Curiosity (TOFU)
Adults are just children who have adult responsibilities. They are absolutely bored with their lives and frustrated about not getting to have fun again. (Even if they feel they can’t/don’t deserve it, the desire to have ease remains.) Your job is to give them a little something they can sink their teeth into and incite their childlike sense of wonder. And CURIOSITY is the way to do it. This is why top-of-funnel videos start with “the shocking truth!” etc.
Emotion 2: Comfort (MOFU/BOFU)
Once they’re hooked, your marketing and sales argument should insinuate – somewhere – that they will feel more comfortable by following your instructions and using your system or services. They can relax because they no longer have to figure it out themselves.
Emotion 3: Control (Sales/Fulfillment)
ULTIMATELY, your Expert service should give them the feeling of control over some part of their life which currently feels out of control. Whether they actually attain that control is a matter of follow-through, but at least by purchasing your product or engaging in your services, they’re one step closer to controlling the uncontrollable.
Do you have these in your Expert brand? If not, then it’s time we talked about how to engineer these more effectively in your messaging and offer
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