How to use Emotional Content to Increase Visitor Response
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Did you know that many folks make "buying decisions" when they are moved emotionally? Other traditional medias have made the most of these principles and taken advantage of them for many years, whether it be a TV commercial or an ad in a magazine.People are emotional beings and people make decisions (either good or bad) when they are emotional. If something causes a customer to become upset, they become angry and try and solve it. If they become upset enough...they'll make a decision to perhaps discontinue your service and hire another service. On a positive side, the TV media bombards us with commercials that try to make an advertisers product seem fun or cute. The "emotional content" tactic is in nearly every advertising and communication media from print to radio to TV and yes, even the web. Emotional content is used to sell everything from fast food to children's toys.
What every Toy Marketer knows:
Toy marketers have known for years that the focus in a toy commercial is not so much on their new product, as much as it is on the facial expressions of the child. They're showing the absolute joy and delight of playing with that toy. Often images in the mind of the child who is viewing the commercial might evoke a sense wonder, adventure and excitement. Sometimes, a toy marketer may aim much deeper psychologically by showing the child in their commercial, enjoying their toy with either Mom or Dad sitting on the floor playing with him or her. The child viewing the program may even desire that toy more simply because they think that "if they only they had this toy", their Mom or Dad might take more time to sit down and play with them too!
Emotional Content in Traditional Marketing:
In the example above, a TV commercial does not focus on the parent...they are selling to the child. However, selling a toy on the web, in an online toy store, is different in the aspect that you are actually selling to the parent (a child does not have a visa card to place an order). The benefits of a toy that appeal to the parent will be things like, it's safety features, the fact that it "educational". However, focus on appealing to the child might zoom to the top again in a children's entertainment site. If you want to sell a toy, you must make it desirable to have on the child's level. Most of us who have kids, know the impact and the drive that a child can have towards getting something from a parent. When a child "wants" something, that child will persistently find a way to go after that item until usually, the parent often gives in and buys it.
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