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Marketing to target audience’s feelings

Social media columnist
Social media columnist

Targeting an audience based on their feelings is nothing new.

Understanding the emotional triggers that can encourage buying will help you convert more prospects into buyers. The feelings potential customers have about any issue can be complicated but they are often based on just a few emotions such as fear, guilt and trust. People fear missing out and not belonging, and they feel guilty if they don’t contribute to helping others. Finally, consumers need to trust the people they are buying from.

Learning to market to your audience based on their feelings requires you to truly know who your audience is. You may need to take some time to study your audience more closely. If you already have a following you might even send out a survey to get a grasp on how your audience is feeling about various topics within your niche. It will help you learn what words and actions to use to elicit the feelings you want your audience to feel.

As humans we are wired to want to feel connected to others, but we are also wired to compete. The main emotion here is fear but it manifests itself in wanting to belong, and to do so we have to “keep up with the Joneses”. This feeds our competitive nature that dates back to our lizard brains.

Here are some trigger words you can incorporate into your marketing content that will help:

Limited Time Offer

By creating a limited time offer you create a fear of missing out on something good or exciting. This can trigger the person who truly wants to belong to realise that they have to act now or lose out on belonging to the inner circle.

Get Personal

Using the word “You” in your marketing copy will feel more personal to your audience, as if you’re talking directly to the person who is going to buy your product or service instead of someone unknown and general.

Make Promises

You want your audience to trust you, and therefore it’s important to make promises to them about the product or service. For example, “If you’re not 100 percent satisfied, I’ll refund your money no questions asked.” This puts them in charge of whether or not they liked the product, and makes them feel as if there is no risk.

It’s important to understand human nature as you write copy to promote your product or service. You want to develop trust, while eliciting their emotional response to your words so that they choose to buy what you’re selling. Don’t worry; you can, and need to, do all of this without lying, or exaggerating. There is nothing sinister about it. You have a good product or service and you don’t want even one person to miss out on it.

Breaking News

Facebook: Facebook Announces Upcoming Changes to News Feed Rankings: Facebook announced upcoming changes to the news feed ranking that favour updates from your friends and family, but “may cause reach and referral traffic to decline for some Pages,” depending on the sharing habits of their unique audience

Facebook Redesigns Like Button and Rolls Out New Ways to Save and Share Content: Facebook introduced “several new ways for developers to help people improve their sharing and saving experience. This includes two new Chrome extensions, as well as updating [its] full suite of Social Plugin buttons to make it even easier to share, save and engage with content on Facebook.” Facebook Launches Creative Hub: The new Facebook Creative Hub offers advertisers on Facebook and Instagram “a new way to mock-up ads, get inspired and share creative concepts.”

Facebook Removes Ability to Embed Links in Native Video: BBC News reports that “Facebook has withdrawn the ability for video creators to embed links into their clips.”

Twitter: Twitter Introduces Twitter Dashboard: According to Twitter’s company blog, the free Twitter Dashboard tool “offers a single destination” where business owners can get “a clear picture of what’s being said about their businesses, lets them schedule Tweets and offers insights about their Tweet performance.” A beta version is currently only available to U.S.-based businesses.

Twitter Adds Searchable #Stickers to Photos: Twitter introduced #Stickers, “a fun new way to add creativity to your photos and connect them to the world on Twitter.”

Twitter Extends Videos on Twitter and Vine: Twitter introduced the ability to upload longer videos on Twitter for iOS, Twitter for Android, and Twitter.com.

Pinterest: Pinterest Introduces New Shopping Products: A year after rolling out buyable pins on mobile, Pinterest claims that it has “learned a lot about how people on Pinterest shop” and has used these insights “to develop some new products” that make shopping from the site much easier.

Instagram: Instagram Grows to 500 Million Users Worldwide: Instagram announced that its “community has grown to more than 500 million Instagrammers – more than 300 million of whom use Instagram every single day.

YouTube: YouTube Brings Live Streaming to Mobile: YouTube will be “bringing the power of live video to creators everywhere” with the launch of live streaming on its mobile app.


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