Say It With Emotion

The most effective marketing and advertising campaigns aren’t ones that focus on the facts about a product. Rather, they appeal to the emotions of their target market.

For example, Apple doesn’t advertise its MacBooks or iPhones by talking about the speed of the processors, or how many gigabytes of RAM they have. Instead, it focuses on how their products allow people to do what they love, how they can improve someone’s life. It makes you feel like being creative is better because of Apple—and in turn makes you want an Apple product.

If you try to make a rational argument for your product, it may not be as effective as you think. Customers will be much more swayed if you appeal to their emotions first. For example, rather than saying your product is high quality, focus on what customers can do with it—that it lets them live life without limits, or will help them achieve their dreams.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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