1) Tell stories about people
As much as it is hard for us to admit it, human beings will never be entirely rational. Although they show us objective data, in the end what convinces us the most are the personal stories of our environment , or at least of people who look like us. Who has not ever heard that “it works for me”?
For brands, telling stories is a way to get closer to the consumer, be understood and transform their values. Many, many companies have used storytelling in their campaigns, often with spectacular results.
How to use stories in your marketing campaigns?
One of the most effective ways to tap into this trend in our psyche is testimonials from people who have already used your brand and are satisfi. To amplify the effect, it is highly recommend that the testimonial be on video, or at least include real photos. In this way, the user will find it easier to connect with the story they are telling.
Keep in mind that this technique is not incompatible with rational arguments, but complementary. You can (and should) still share your numbers, especially in the case of B2B marketing , but be sure to also show the more human side.
2) Humanize your brand
And speaking of the human side, the next trick I want to share with you is to humanize your brand.
Sometimes this is manifest literally, through fictional characters or mascots that represent the attributes of the brand (Don Limpio, the Michelin Man…). On other occasions, the humanization of the brand is much more subtle, but the aim is always for consumers to go from thinking about companies to thinking about people.
How to humanize your brand in your marketing campaign?
If you think that an anthropomorphic mascot is not the right solution for your marketing campaign , don’t worry, you have plenty of options.
One of the most popular resources is to do marketing with influencers and micro-influencers , who are associat with the brand and represent it. If you’re going to use them, it’s critical that Iceland Email List you research their profile well and make sure it fits.
To do this, the first thing you have to be clear about is what kind of values and people your brand represents. It may be useful for you to design a ” buyer persona ” or ideal client that can serve as a guide for you and your team.
3) Take advantage of the fear of loss
A psychology tip that all marketers should know is that the fear of loss is a much more powerful force than the desire to achieve something . In other words, the negative feeling when we TR Numbers lose something is much more powerful than the positive feeling when we gain something equivalent. In the many studies that have been done on the subject, subjects were much more conservative about losing money than making it, and fear of loss was more likely to motivate them to act.
