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We all experience emotions. It's just something that happens. Especially when it comes to the unpredictability of sales. But what's so emotional about marketing? Think of it this way... there's something extremely emotional about working on something for months and months. Especially with a hyper-focused intensity. When you're dealing with content you are checking a million things off a list. All in hopes that enough people engage with your message. And essentially buy whatever it is you're selling. It comes down to this: everyone wants to see their hard work add up to something worthwhile.
Honestly, it's normal to not even want to continue when you aren't even sure of the results. That uncertainty is why so many people:
- Abandon new products or services after one lackluster campaign
- Buy into the latest formula and implement it to the "T"
- Avoid creating their newest idea because they aren’t sure it will sell
- Feel insecure about their services and postpone their efforts
But it doesn't have to be this way. This is where analysis comes into play. Analytics has a great way of effectively taking the emotions out of marketing.
Analytics Are Greater Than Emotions
I'm sure there are more than a handful of you out there who have experienced the emotional rollercoaster whenever you launch something. There's so much uncertainty and you want your efforts to come to fruition. And the best way to take the rollercoaster out of the situation is to analyze your results. This way you can accurately predict the future. Afterwards, you can take whatever you learned and use it for planning.
Just like that, your sales system becomes repeatable and, best of all, reliable. Seriously, there's nothing terrifying about that.
ANALYZE POTENTIAL PROFITABILITY BEFORE DECIDING ON YOUR TARGET REVENUE
It's a really good idea to analyze the potential profits before you decide on your target revenue. Most of the time business owners decide on a campaign revenue that is unrealistic. They look at the revenue they need in order to cover the cost of operation. Or they might even make up a number that "feels right" to them! Even though this isn't the right way to go about it, they work enthusiastically towards their goal. However, since the target isn't realistic, it isn't all that achievable either. The problem is that it isn't based on profitability - and that isn't enough.
Instead of starting with a needs-based revenue goal, take time to analyze the potential profitability of your product before each campaign. Afterwards, you can go ahead and create a revenue goal that you can actually achieve. Here are some tips to help you through it:
- Start with the potential gross profit from each sale – calculated by subtracting the customer acquisition cost (CAC) from the sale price of your product or service.
- Determine how many sales you can realistically expect. Make sure to base it on your audience size, past results, and promotional efforts. It's important to create a range of numbers that includes a comfortable conservative number, a reasonable number, and a stretch goal.
- Multiply your three sales goals by the potential gross profit number you calculated. This is the range of profit you will likely generate from each sales cycle.
- Multiply your three sales goals by the sale price of your product or service. This is your range of revenue targets. The revenue targets are now based on reality. They also equate to a predictable profit amount you can plan on as a result of your efforts.
This method will effectively take the emotion out of your campaign. It does this by tying your sales goals to REAL analysis and REAL numbers. As a result, you know exactly what you need to sell in order to generate the money you need to operate your business. As well as how much you need to pay your team and add value to your bottom line. Which is ALWAYS a good thing.
ANALYZE HOW YOUR STORY RESONATES
The best way to analyze how your story resonates is by talking to your audience. Maybe you're wondering if you even have the right story. This is why you should make it a point to talk real people before, during, and after your campaign. Ask for feedback about your work and content. Make sure to get as detailed as you can. The goal here is to get intel on the challenges they face, the parts of your story they connected with and their emotional response. It doesn't hurt to ask them for the questions they are considering as they evaluate your offer.
Even if you aren't comfortable asking someone directly, you can still get some excellent feedback just from observing your audience. If one post gets really high engagement chances are the story really resonates with your audience. Your objective is to strike gold and add it to your sales story. If a certain post falls flat, it probably isn't one that you'll want to use again in the future.
During the campaign, you should also pay close attention to the reactions that you get while you interact. Are you getting the same question over and over? If so, it's probably time to add a post in order to answer the question. Then you can highlight a related benefit on your sales page.
After the campaign, take a look at what worked (and what didn't). Gather feedback from those who purchased in order to get insight on why they decided to move forward. Comments like, "It felt like you were specifically talking to me" means that your story is having a positive impact on your audience.
It gives you a lot of confidence when you effectively understand the way your audience interacts and responds to your story. Best of all it takes the majority of the emotions out of each campaign. You no longer have to hope and wait for a response because you'll know EXACTLY what to expect from your fans. And a result, they know what to expect from you!
ANALYZE WHY THEY DIDN'T BUY THE LAST TIME
Alright, it's time to give yourself some tough love. It's time to take an objective look at why your last campaign didn't do as great as you hoped. Why did it underperform? Why didn't people buy it? Here's something to do whenever you're ready to get real about your results:
- Ask them. Put together a little email with a short (three questions) survey. It's best to make it multiple choice, this way it’s simple. But make sure to offer a reward, so they take action. Here are a few questions to consider:
- Why did you wait? (the price, product fit, or wrong time)
- Did you find a similar product somewhere else? (DIY, competitor’s product, not solved)
- What would help you buy next time? (payment options, DIY version, group component, etc.)
- Brainstorm possible reasons. Yeah, you read that right. Grab a notebook and create a quick list of everything that comes to mind as a reason why things didn’t go as planned. You’ll quickly discover that you already know what the key issues are. Maybe you cut a corner somewhere or used a piece of content that just didn’t feel right. We all make mistakes, so give yourself the opportunity to acknowledge them and correct them next time.
The goal of focusing on what went wrong is so you don't make the same mistake. Your campaigns will grow and your company/brand will reap the benefits. Whenever you take time to consider the past issues you can create a better plan in the future. One that improves on your results. With the analytical plan in place, you'll be free from that dreaded emotional rollercoaster. You can ditch insecurity and indecision too! But don't remove emotions from your advertising, because...
EMOTIONAL CONTENT WINS EVERY TIME!
The trick to good marketing is to let your audience experience emotions. So, while your emotions should be disconnected when it comes to marketing, creating emotional content is actually a good thing. Emotional advertising has the power to make people share and even buy. This should come as no surprise.
Before you develop marketing campaigns that grab people's emotional attention, you need to understand what makes them tick. Studies show that people rely on emotions when it comes to brand decisions. Which means that emotional responses to ads will have a big influence on their purchase. Emotions are based on four basic emotions: happy, sad, surprised/afraid, and angry/disgusted. Within each of these emotions are thousands of factors and it’s up to you to understand who your customers are and what makes them experience these sentiments.
How To Use Emotions In Advertising
1. Move beyond the product itself. One of the best ways to emotionally appeal to your customers is to go beyond the product itself. Instead of selling something (really anything) you need to explain how it could benefit the world or their life. For example, let's say your brand donates a pair of glasses for every pair a customer buys. Suddenly the decision to get a new pair of glasses isn't an isolated choice - it directly gives something to a greater cause.
The goal is to develop marketing campaigns that move beyond the product itself. It could be something as simple as partnering with a cause you believe in. You could even help those within your community. The options are endless.
2. Make people feel good. Sure, anger is one of the most powerful emotions. Especially when it comes to getting people to take action. But there's something to be said when it comes to making people feel good. It directly affects the association that the customer has with your brand.
3. Change your audience's perspective. Sometimes the best thing you can do is to gently change the perspective of your audience. Especially if you meet any resistance. This can be done through emotional marketing. Whenever you change the way people view a situation, you can reach people on a very personal level.
If there is friction from your audience, you might be able to better appeal to their emotions by changing how they view any given issue. The key is to approach it in a more gentle way. Without pushing an agenda that conflicts with the core beliefs.
4. Shatter their expectations. People see thousands of marketing messages every day. From radio ads to TV commercials, and especially online content. Not to mention social media ads! Marketing messages are literally everywhere. Unfortunately, the majority of these messages are safe and super predictable. So much so, that people tend to ignore them. The goal is to not have potential people ignore your ads. You need to grab their attention with something unexpected. Something that will keep their attention. Maybe it's clever or humorous.
Now you don't have to be witty or clever to shatter expectations. However, you do have to be different. Go ahead and go for something completely different.
How will you reach your customers?
Your customers are too valuable to be treated like cheap assets. If you truly want to move your audience to action, you have to realize the power in emotional engagement. It means you have to look at what successful brands do and understand how they approach emotional marketing in order to enjoy resounding success.
So yes, the goal is to take the emotion out of marketing. But not remove the emotions out of your ads or content. Emotions can get some responses, which can actually lead to sales if you handle it well enough. Once you understand those four emotions, you can create a message that uses them to accomplish goals and drive results. You'll be able to deliver an impactful message, one that isn't vague, empty, or considered to be "safe". These bold chances have the ability to stir up emotions and drive real results.
Have you managed to remove the personal emotion from your marketing? Do you think any of these tips will help you during your next campaign? Also, have you used emotional content in any of your campaigns? Which emotions did you focus on and how did you encourage your audience to have an emotional response? We'd love to hear about it. Let us know in the comments below, so we can discuss.