If you are reading this your probably have heard that we buy with our emotions. Do you know why? And how? Let's start with the why.
The human brain has three main components:
- the brainstem
- the limbic system and the
- the cerebral cortex.
The cerebral cortex analyzes sensory data, performs memory functions, learns new information and forms thoughts and makes decisions.
The limbic system is responsible for emotions and feelings like anger, passion, and sadness. Information retention and long-term memory are stimulated by the firing of the amygdala, which performs a key role in processing nearly all emotional events. Emotions cause us to pay attention and help use decide which message to remember.
The brainstem is responsible for body functions, which is very important but not for advertising.
Luckily, it is almost impossible to be emotionless. We are emotional beings. When writing or speaking your marketing message, you marketing message must be processed by the limbic system. Emotions tell the reader when to pay attention. Emotions are not only processed faster than logical thought, but also makes the final decision. Your marketing message needs stimulate an emotional reaction.
Now for the how! To stimulate a human emotion, the brain needs to make emotional associations. Your targeted audience needs to hear a marketing message 6 –9 times to really understand it. More importantly your message need to be heard three times in seven nights sleep to move it from short term memory to long term memory. To get on someone's mind you need to make an impact.
How do you make an impact? You need to make an emotional impact. You must deliver emotionally charged messages. It doesn't matter if the words provoke a positive or negative emotion. Take for example, The Great Depression, April 15, taxes, Uncle Sam as examples of words that would provoke a negative emotional response. You can also use numbers. Though you may think numbers would be factual, they are really emotional.
A word of advice. Include a purpose and intention with your message. An intention that your message with touch your perfect customer or client.
