Tag Archives: Emotional Marketing

Multiple Adwords Emotions

One of the more intriguing questions on yesterday’s post about connecting the dots on emotional benefits in Adwords was “What if there are multiple emotional benefits connected to a particular feature?  How do you make sure you’re targeting the best one?”

Let me first  say this question is the one my million dollar protocol was designed to answer back in the days when I did Fortune 500 consulting.  Because it’s a HARD nut to crack, we had a sophisticated computer algorithm which made the connections via a series of picture sorts and statistics in the background.

Here’s the qualitative 80/20 answer in a nutshell though …

1) There ARE always multiple emotional benefits connected to a desired product  feature.  

 In this week’s posts, we’ve been talking about hiking boots.  We suggested that one of the desired features, the high-rise ankle protection was desirable because it allowed avid hikers to bound forth with CONFIDENCE, leaping from rock to rock, knowing the material was there to support and prevent twisting and straining injuries.

But confidence is also bound up with FEELING SAFE, … and taken together in the context of this market category CONFIDENCE AND SAFETY make it possible for the hiker to enjoy a SENSE OF ADVENTURE as they climb higher and higher.

So the high rise no-twist ankle “ladders up” to feelings of confidence, safety, and a sense of adventure.

Which feeling is best to focus on?

To answer that, you need to understand the RELATIVE STRENGTH of the connections. 

2) To get at the relative strength of the connection between a particular product feature (e.g. no twist high rise ankles on my hiking boots) and each of the multiple emotions the feature is connected to you can 

   a) run a million dollar research protocol — OR —

   b) survey and/or talk to a few dozen consumers using the laddering exercise from yesterday’s post to see how many of them make each connection.  (In other words, if you talk to 20 people and a dozen of them connect the feature with Sense of Adventure but only 6 ladder up to Feeling Safe, you can reasonably assume Sense of Adventure is the more powerful connection)

If these techniques intrigue you, I highly recommend signing up for Dr. Sharon Livingston’s emotional marketing newsletter and free 2 hour MP3

Emotional Adwords Principles – Summary

A CLOSER LOOK AT “EMOTIONAL ADVERTISING” IN ADWORDS
(A continuation from yesterday’s pay per click search marketing post!) 

There’s nothing more critical than understanding what REALLY drives the purchase of our product or service.   Most people believe in the power of emotion in ppc advertising, but the specific manner in which it yields its influence is always left vauge. 

*  “Customers buy for emotional reasons and then justify it with logic” … how true, … but wouldn’t it be more useful if you could SEE the SPECIFIC connection? …

* What you want to do is logically trace the pathway from a particularly desired feature (like the high ankle rise on my new hiking boots) which gives rise to a rational benefit (it protects me from twisting injuries while I’m hiking) … which ultimately leads to an emotional end benefit (I can enjoy feel a sense of adventure and freedom) … which makes me feel good about myself

* Feature (high rise ankle) –> rational benefit (protects from twisting) –> emotional benefit (sense of adventure and freedom) –> feels better about self

* Understood as such an emotional benefit is no longer a mystical concept.  It’s simply “something nice I feel about myself because I use your product or service”

* Because it also applies to CONSIDERING using your product or service … so in Adwords, an emotional benefit is “something nice I feel about myself because I click your ad” … (this all occurs below the level of consciousness)

With the exercise demonstrated in the FREE MP3, you’ll learn to trace EVERY feature to it’s logical connection with an EMOTIONAL PURCHASE MOTIVATION   

There’s also a VERY SPECIAL LIST OF 37 EMOTIONAL BENEFITS here:

* These emotional labels and accompanying single paragraph descriptors were derived via extensive quantitative research with thousands of consumers, a panel of psychologists,  and marketing consultants who specialized in assessing emotional purchase motivation.  Taken together, the list is probably the best representation of the full spectrum of human needs which can be met by purchasing a given product or service)

When you understand the LOGICAL CONNECTION between a given feature and the way that feature specifically supports the prospect’s self esteem, your attempts to weave emotion into your Adwords text are much more believable and effective and do NOT require hype or “emotional attitude”

The short story?

 

First, identify which features are desired in your market category.  You can do that by examining winning ads, or by more exhaustive competitive intelligence and survey research  (see the “after the click” formula at http://www.howtodoubleyourbusiness.com )

Next, decide whether you’re going to do this exercise …

A) Alone – in which case you’ll need to have a pretend conversation with yourself in a journal (perfectly acceptable …as long as you remember to suspend your quest for the ‘right answer’) … OR

B) With one colleague or friend – better … it’s easier to get clarity on the connections when you can get out of your own head … OR

C) With a group of customers or prospects in your market – best – you can invite them to a little teleseminar or webinar/chat to conduct the exercise

Now, for each desired feature (for example “high rise ankles”), gently but persistently keep asking …

– “What’s the benefit of _________ (FEATURE)”

– When you get the answer (for example “I like high rise ankles on my hiking boots because they help me avoid twisting injuries”) 

·          “And what’s the benefit of ____________  (REASON ABOVE)”

            And what’s the benefit of ____________  (REASON ABOVE)”

            And what’s the benefit of ____________  (REASON ABOVE)”

 … until the respondent says something like “it just makes me feel good about myself”

IMPORTANT NOTE: the answer just BEFORE them saying “it makes me feel good about myself” is the emotional end benefit. 

(Feeling good about oneself is perhaps the ultimate emotional benefit, but it in and of itself it provides no advertising direction)

Please listen to Sharon do the exercise in the FREE MP3  for an example

Bottom line is … first figure out what they want RATIONALLY … then talk to them using this special technique to link the benefit to one of the 37 emotional benefits here.

Emotional Adwords Marketing

Consider the emotional difference between these two Adwords ads and see if you can surmise the principles behind the better one … they are the principles which distinguish hype from real emotional impact:

Keyword = “Hiking Boots”

AD #1: HYPEY

Freedom Hiking Boots
The Ultimate Hiking Freedom!
True Soar Freedom Boots
TrueSoarHikingBoots.com

This ad attempts to communicate the emotional benefit of freedom and adventure, but comes across “hypey” because there’s no logical grounding to an actual feature or function that’s obviously connected to the emotions.

What makes these boots the “ultimate in hiking freedom”? Why should the user believe they’ll “truly soar”?

Because the author had to “scream” from shaky ground and the ad won’t be effective, because there’s no “reason to believe”. This is what happens when people try to “add a little emotional attitude” to their advertising copy without understanding how emotion is actually grounded in reason!

AD #2: Real Emotional Impact

High Rise Hiking Boots
Transcend Safely My Friend
w/ Guaranteed No-Twist Boots

NoTwistHikingBoots.com

This author understands the connection between a specifically desired feature of the product (high rise ankles), the rational benefit it “ladders up to” (protects from twisting), and the emotional end benefit of freedom and adventure (which the author cleverly combined into “transcendence” and gently inserted in a single word).

Because the emotional leverage is anchored in something solid the consumer can rationally connect to their desire, the ad is much more believable and should not only get a higher CTR, but attract a more motivated prospect with the right emotional expectations to buy.

I’ll summarize these principles for you tomorrow 🙂

Advertising and Marketing (Sharon)

Let’s take a break from pay per click search marketing today to watch my Wife’s video all about her experience as a focus group moderator working with large brands, and the trials and tribulations they go through. (The one lesson I take away from this regarding PPC marketing is how important it is to avoid accepting that “wall of diminishing returns” we all hit when split testing adwords ads, trying to improve our landing pages, conversion rates, etc. She frequently hits this with large advertising campaigns and it’s the companies with the courage to go back to the drawing board and leverage what they’ve learned so far who eventually break through)

Hyper Responsive PPC Search Marketing

There are FIVE reasons pay per click search marketing is evolving to center on around the hyper-responsive PPC searcher:

1. The 80/20 rule means one out of 2,000 PPC visitors really matters online

2.  PPC searchers look for real points of difference, and the hyper-responsive ppc searcher knows this better than anyone

3. Hyper Responsive Pay per click visitors have huge BS detectors, so if you can satisfy them, you should satisfy your entire search market

4.  Hyper responsive ppc visitors are the best ones to give you the right pay per click BUYING LANGUAGE … the words you need to convince searchers to take out their credit cards and pay!

5. Hyper responsive marketers can help you estimate your ppc costs.

Watch this pay per click search marketing video to understand more!

Part 1:

To Lear More: Hyper Responsive Marketing Secrets

Part 2:

To Lear More: Hyper Responsive Marketing Secrets

Emotional Search Engine Marketing

The thing which distinguishes the most successful adwords advertisers in ppc is their ability to immediately forge a deep emotional bond with the searcher.  The art and science of doing this is what I call “emotional search engine marketing”, … but the vast majority of search engine marketing gets this entirely wrong.  

Sure, “people buy for emotional reasons and then justify their purchase with logic”.  But if the emotional hot buttons you’re trying to push aren’t matched to what you’re selling, you’ll UN-SELL your customer.  (Most people don’t realize it’s possible ppc advertising can  convince people NOT to buy your product … people who WOULD  have purchased if they never saw your ad!)

When you link real human needs to a real product or service feature you’ve got something.  Otherwise it’s just hype… which is a nice word for bullshit.

I’m about to release a product with Terry Dean and some other well known marketers which includes a detailed review of emotional marketing by my darling wife (Dr. Sharon Livingston – who’s consulted for over 40 Fortune 500 clients).

Here’s an excerpt from the product all about emotional marketing … if you’re actively pursuing pay per click, or search engine marketing of any kind, you really should listen:

Emotional Marketing MP3