Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
APPENDIX: EXAMPLES OF EMOTIONAL NUANCES
The Case of Custom Tailors
Immediate
FRUSTRATION Motivation: PERFECTION • Perfect looks for admiration • Perfect service for entitlements • Perfect performance for distinction
WANT Motivation: PROMINENCE
• Prominent leaders displaying sophistication • Prominent affluence displaying etiquette • Prominent celebrities displaying nightlife
Frustratedthings don’t show up on time.
Want to attend a gala event.
Move Toward
Move Away From
FEAR Motivation: PLEASING Pleasing congregations with charisma
ASPIRATION Motivation: POSTURING • Posturing for leadership with swagger • Posturing for fame through flamboyance • Posturing for new wealth recognition
• • •
Pleasing Daddy’s girl
Pleasing patrons with refinement
Fearful I will spoil a special day.
Aspire to showcase my success.
Imaginary
The Case of Faith-Based Journeys
Immediate
Want answers to: • Why God allows suffering
Frustrated with: • Handling too much • Churches not practicing what they preach • Coldness toward youth • Feeling judged • Connecting/engaging with others • Stressful interruptions of peace
• Perceived scriptural inconsistencies • Why all faiths can’t come together Want to learn about: • The Bible
WANTS
FRUSTRATIONS
• Faith differences • Hearing from God
Moving Away From
Moving Toward
Fearful of: • Rejection • Abuse
Aspire to: • Pursue a missionary career • Lead a ministry
FEARS
ASPIRATIONS
• Not making ends meet • Not being redeemable
Imaginary
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