In a world of massively overwhelming, omnipresent marketing, the number 1 thing that people now respond to is emotional effect. We’re so adept at technology that we navigate the internet based on feel. If a brand feels good to us, we're more likely to buy from them.
First we feel, then we think.
Show the emotional effect of your products / services
The easiest and most effective way to create an emotional connection with your brand is to show the emotional effect of your products or services in your marketing videos. Demonstrate what your customer will feel by making a purchasing decision with you. In a business sense, it relates to pitching the prize - what, beyond the obvious, will your customer stand to gain?
If you make shoes, you might make a video about how customers were able to run harder, for longer and without any joint pain while wearing your shoes, and what a difference that made to their lives. You can include testimonials from the various demographics - the father that was able to share more positivity and energy with his wife and kids, the athlete who was able to make her dreams come true and win the big race because of her increased endurance, the senior citizen whose wife lightheartedly appreciated hearing less complaints of joint pain.
You can find a way to show the emotional benefit in almost any product or service. When you drill down into any human being, the thing we all have in common is we want to feel happy. Regardless of whether you have a B2B enterprise business or you are marketing to the man on the street, it's crucial to remember that you are not marketing to robots.
Make people laugh
While it can often be dismissed as silly or unprofessional, studies show that humour is one of the most powerful ways to sell a service or product. The ads we remember are often the ones that made us laugh. They're the ones we ask our friends if we've seen and they're the ones we share.
Humour can be difficult to navigate in marketing because you have to be careful you're not degrading the business by doing so. Self-deprecating humour can be likely to make people laugh, but not likely to result in sales. Your better bet is to find a way to be arrogant about your product, in a down-to-earth, humanizing kind of way. Leave your customer laughing AND thinking 'well you can't argue with that logic!'
Share your people
We, as consumers nowadays, are jaded. Whether it's B2B or consumer facing, we see companies too often as heartless money making machines. If you can convey the fact that you are a collection of human beings, rather than a cold, corporate entity, people are more likely to engage with your brand. We want to do business with people we like, know and trust and video is a great way to build that.
A great way to do this is through Instagram and Facebook stories. Show when you messed something up, when 2 people came to work wearing the same thing, when you got together to give a surprise funny gift to a coworker on their last day. As an extreme example (but still valid), you could make a video about some of the most often unappreciated and vital people in business - the admin team. Introduce each of them and tell your viewers a something to like about their personality.
The added beauty of videos like this is they require less production value than any video in your marketing. People trust them more if they feel like they were just filmed on a phone and uploaded, rather than put through a heavy editing process.
Make the world a better place
Having a philanthropic goal or cause can work wonders for your business. People appreciate when they can see a business going for more than just profit and respond to it unlike anything else. This creates a well-deserved positive emotional connection with your brand that lasts.
It can also make purchasing decisions easier for higher priced products. People can feel at peace with their decision to spend money with you if they can think 'well even if it doesn't turn out as good as I hope, at least I know I've helped make the world a better place'.
For more information on this topic, have a quick look at our article on 10 Ways You Can Benefit from Philanthropy in Business.
If you would like customized advice on how to get the feels into your videos, book a FREE strategy session with us and we'll help you figure it out, no-obligations.
