EMOTIONAL MARKETING EXERCISE - Amazon S3 · EMOTIONAL MARKETING EXERCISE LOGIC EMOTION . WHAT YOUR...
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EMOTIONAL MARKETING EXERCISE LOGIC EMOTION
Transcript of EMOTIONAL MARKETING EXERCISE - Amazon S3 · EMOTIONAL MARKETING EXERCISE LOGIC EMOTION . WHAT YOUR...
EMOTIONAL MARKETING EXERCISE
LOGIC EMOTION
WHAT YOUR AUDIENCE IS LOOKING FOR IN EACH PHASE OF THE BUYING PROCESS
Audience Action Your Task Your Message Emotion Level Logic Level
AWARENESS Be There Do you feel like this? High Low
INTEREST Be Relevant This is what you could do about it
Medium Medium
EVALUATION Be Proven See how it’s worked for others
Low High
TRIAL Be Helpful This is what you need to make it happen
Low High
ADOPTION Be Friendly Imagine how great it would be
Medium Medium
LOYALTY Be Consistent Is everything still great?
High Low
©Peak Advisor Alliance
Many advisors face an ever-evolving challenge with their clients and prospects: finding a meaningful way to connect with them and stand out. Your audience is looking for a solution to their problems. What you need to do now is find a way to win the war for their attention by using the power of emotion in your firm’s story. Use the table below to educate yourself on the different phases of the consumer buying process. Think about how you can adjust your message to engage with your audience at each level. Then, use page three as a way to begin crafting a story of your own.
DO YOU KNOW WHAT YOUR BRAND COLOR SAYS ABOUT YOUR FIRM?
Robert Plutchik’s Wheel of Emotions
STEP 1: Use this wheel to brainstorm the specific emotions you currently draw or want to draw from your audience:
STEP 2: Get feedback from your audience by assembling a focus group and telling them your story. Ask them what leaves them cold, warms their hearts, or sets them on fire. Pencil in a day/time here:
Date: Time:
STEP 3: Let your audience finish your story. Much like a new home isn’t quite finished until the owner moves in, stories aren’t finished unless you let your audience in to write the ending. Finish your story by explaining how they still have work to do, how you can help address these challenges they’re facing, and how they can take the next step with your firm. What is your Call-to-Action going to be?
USING EMOTION TO DRIVE ACTION FROM YOUR AUDIENCE
©Peak Advisor Alliance
