I’M JUST SO EMOTIONAL!
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Why Working Feelings Into Your Marketing Campaign Is a Smart Move
Main Track Media Nicole Marie Salon Nixa Public Schools
Picture this scenario: You’re going to lunch with a friend. You believe taking a certain highway would be the quickest way to your destination, but your friend insists on a different route. It’s baffling to you why this is the most logical option to them, but your friend just might be thinking the same thing about you.
Classic French Omelet Ingredients
You can thank your emotions for this predicament. Studies have shown that people actually base their decisions on their emotions, rather than logic, even when all the facts are clearly presented before them. Maybe your friend gets stuck on that highway during rush hour, or maybe they feel more comfortable on this alternate route. Whatever the reason, to their brain, traveling this route is the most logical option.
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3 large eggs
Kosher salt and freshly ground pepper
1 tablespoon unsalted butter
Directions
1. In medium bowl, beat eggs with plastic fork until last traces of white are just mixed in. Season with salt and pepper. 2. In an 8-inch nonstick skillet, melt butter, swirling over medium heat until foamy but not browned. Add eggs, stirring rapidly with fork, while moving skillet to agitate eggs. Break up all curds by scraping bottom of skillet as they form. Stop stirring when eggs are softly scrambled and creamy (but loose enough to come together into a single mass), 1–2 minutes. 3. Using fork, gently spread egg in an even layer around skillet and scrape down any wispy bits around the edges. The top surface should be loose and creamy, but if still liquid, swirl skillet to bring raw egg to the edge where it will set faster. 4. Remove from heat. Tilt skillet up by handle. Using fork, gently roll omelet down over itself until nearly folded in half. Using fork, push omelet to edge of skillet so that the lower edge of egg just begins to overhang. Use fork to fold overhanging edge of egg back over, closing omelet. 5. Turn omelet out onto plate. It should have the seam on bottom.
The same powers that tell your brain to go one way and make your friend choose a different route can be used in branding. Emotional marketing focuses on the needs and passions of humans, the causes we care about, and the themes that bind us all. It’s why Pampers shows babies sleeping peacefully in a safe home, why Harley-Davidson exudes freedom on the open road, and why Nike entices you to go further and push your limitations. You want your brand to become something customers connect with the most when they are in need of service, like how Kleenex and Band-Aid have become synonymous with care. Think of the basic connections that make us human and tell those powerful stories through music, art, logos, signs, charitable work, and slogans. Remember the following tips when you start. • Be personable. You’re selling to people, not just customers. • Tell stories on multiple platforms. For example, you could pair a social media video with a direct mail campaign. • Motivate people. The real power of emotional marketing is that people can connect over your brand. • Make it an experience. Give people a reason to keep reading, listening, or watching. Creating a strong message that stands out for decades is one of the most powerful tactics in your arsenal. If you need assistance adding emotions to your print campaign, call Digital Print Ink at 417.881.5309 or email steve@digitalprintink.com.
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