Playing on emotions - 15 advertising techniques
Posted: Sat Dec 21, 2024 3:56 am
Harvard Business School professor Gerald Zaltman claims that 95% of the decision-making process about buying occurs at the subconscious and emotional level. Therefore, only those who know how to push “emotional buttons” can sell successfully.
In this article, we will tell you about 15 advertising techniques and principles that are based on emotions and instincts. They appeal to fear, love, sexual instinct, herd mentality, curiosity, vanity.
Use these "tricks" - influence and sell!
1. Create a scary alternative
Give the buyer a clear choice between using your product and suffering from the problem it is designed to solve. For example: "Either get up half an hour earlier or use ready-made breakfasts that just need to be heated up."
2. Mention an imaginary danger
Inform your target audience about the danger that threatens them - this will attract attention and make the user concentrate at least a little on your message.
Unfortunately, in practice, advertising often uses fictitious threats based on common fears and the ignorance of the masses.
A striking example: “Our vegetable oil does not contain cholesterol.”
Everyone is aware of the dangers of excess cholesterol. However, the paradox is that vegetable oil by definition cannot contain cholesterol. With the same success, you can sell dog food "without aluminum salts", etc.
Fear is such a powerful emotion that messages charged usa whatsapp numbers list with it resonate with the audience, despite their irrationality. Here's an example from a teaser ad, not from the "major league", but indicative:
3. Use images of children
This allows you to attract attention to the advertisement.
When we see children, even a part of our brain that does not respond to images of adults is activated. Attentiveness to children is embedded in us by nature.
You just need to think carefully about how to organically switch the user's attention from the smiling baby to your product.
A common technique for switching attention: place an image of a child on the left side of the advertising layout, directing the child's gaze to your product or call-to-action.
This technique is based on two principles:
1) We usually read advertisements from left to right. This is a habit developed by reading.
2) We are evolutionarily programmed to be interested in what attracts the attention of other people. What if it's a saber-toothed tiger flashing through the bushes!
In this article, we will tell you about 15 advertising techniques and principles that are based on emotions and instincts. They appeal to fear, love, sexual instinct, herd mentality, curiosity, vanity.
Use these "tricks" - influence and sell!
1. Create a scary alternative
Give the buyer a clear choice between using your product and suffering from the problem it is designed to solve. For example: "Either get up half an hour earlier or use ready-made breakfasts that just need to be heated up."
2. Mention an imaginary danger
Inform your target audience about the danger that threatens them - this will attract attention and make the user concentrate at least a little on your message.
Unfortunately, in practice, advertising often uses fictitious threats based on common fears and the ignorance of the masses.
A striking example: “Our vegetable oil does not contain cholesterol.”
Everyone is aware of the dangers of excess cholesterol. However, the paradox is that vegetable oil by definition cannot contain cholesterol. With the same success, you can sell dog food "without aluminum salts", etc.
Fear is such a powerful emotion that messages charged usa whatsapp numbers list with it resonate with the audience, despite their irrationality. Here's an example from a teaser ad, not from the "major league", but indicative:
3. Use images of children
This allows you to attract attention to the advertisement.
When we see children, even a part of our brain that does not respond to images of adults is activated. Attentiveness to children is embedded in us by nature.
You just need to think carefully about how to organically switch the user's attention from the smiling baby to your product.
A common technique for switching attention: place an image of a child on the left side of the advertising layout, directing the child's gaze to your product or call-to-action.
This technique is based on two principles:
1) We usually read advertisements from left to right. This is a habit developed by reading.
2) We are evolutionarily programmed to be interested in what attracts the attention of other people. What if it's a saber-toothed tiger flashing through the bushes!