How to use Emotional Content to Increase Visitor Response - What about the...
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What about the silly characters brought to life in a fast food commercial and various the toy giveaway promotions? Certain fast food restaurant marketers know that children have the power to drag their parents to the local fast food place based on the fact that they can get this neat toy. All of this starts by a commercial in which that tiny little toy is made to appeal to the child's emotions. Is this not true also with certain breakfast food cereals and the "free prize" or "game" you get in every box? Of course as we grow from children to adults, we are not influenced by emotional media elements anymore....or are we. Let's look now at a few actual examples from my experiences on the web.
On The Web, Emotional Content Influences Peoples "Buying Decision." Actually, with the web being a multimedia experience, we have lots of opportunity to work with emotional content. After all, your visitors are just human beings too? We're really no different online than offline. We have an important emotional side of us that can be appealed to. Here's what I have learned from my client successes.
If you are trying to sell a baby crib, but nobody is buying it,...put a cute little baby in the crib and PEOPLE WILL BUY IT!
If you are relying on graphics, photos, animated gifs or any type of images, you want a combination of quality with uniqueness. Will your image make your audience smile or will it make your audience cry? Where might it be appropriate to make your audience cry? Actually, all it takes it the right scenario.
Example: I know of several businesses who are utilizing messages based on the events which occurred September 11 in the US. (The Sept. 11th tragedy in the US). In these examples, the websites selling products are appealing to the visitors sense of patriotism or they may deliver messages of hope and inspiration. As important as these points are, they are also making good sales. In the case of the Sept. 11 example, some sites are selling but also contributing a portion to the cause.
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