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Emotions can be the key to making your firm unforgettable

Emotions can be the key to making your firm unforgettable
Written by Publishing Team

Emotions, something we all have, can be the key to making your company memorable and to building a deeper connection with your target audience.

For example, take “Like a Good Neighbor,” State Farm’s motto, which has been around for a long time. In fact, Barry Manilow designed the song in 1971. That’s right: 50 years ago. Talk about a successful marketing campaign.

At first glance, repetition is responsible for our ability to sing the last half of a song without hesitation. After further research, we can see an emotional connection between the folk song and the state farm itself.

It is this pattern of emotional attachment that has kept State Farm a company in the minds of millions of consumers and television viewers. Commercial campaigns such as “Jake from State Farm” and “Neighborhood of Good” reinforce our good feelings about the company.

Emotions are powerful, especially when it comes to making memorable marketing campaigns. How someone feels after marketing encounters you has a powerful impact on their lasting impression of you – and whether they will remember you at all.

Sad, happy, humorous, thoughtful, warm – how do you want your customers and prospects to feel when they think of you? What triggers these feelings in your target audience?

Let’s go deeper.

Repetition, repetition, repetition

Remember, the reason you remember State Farm is because of the sheer number of times you’ve heard it. Repetition breeds familiarity. Even in cases where the first encounter is something strange – or even negative.

In his 1967 paper, “Behavioral Effects of Abstract Exposure,” psychologist Robert Zajonc cited an article from the Associated Press that told the story of an Oregon State University student who attended class wearing only a large black suitcase for two months. At first, the other classmates felt hostility towards the dressed-up student. But over time, their attitudes softened to curiosity and eventually friendship.

This supports what is known in psychology as the mere exposure effect or the familiarity principle. When we turn this psychology lens into marketing, it explains why email campaigns work.

The goal of such a campaign, as you know, is to nurture a potential customer or lead with the goal of converting him into a customer. This is achieved through a series of emails that prove the credibility of your company, keep you on top of your interests and show your interest in them.

The key to a development email campaign is to allow repetition and emotion to work hand in hand. Relying on repetition alone can have the same effect as hitting a dead horse. And just getting emotional without a beat might make a great first impression, but it won’t make a lasting impression.

Real world example

We created a personalized eight-part email series for a consultant who is well known for hosting events. From these events, the company naturally collected a bank of names, email addresses, and phone numbers. After combing through the list, we had nearly 1,000 potential customers.

The campaign will send them an automated email every two weeks for eight weeks. This email will come from the founder of the company. The email copy will be personal. Many of these potential clients have not heard of this company since their contact information was handed over. They are likely to mock, ignore, or scroll through public email.

These emails should be read personally to stand out to these prospects and start building a relationship with them. One that will hopefully end up with new clients.

Via the email thread, the founder apologized for the loss of connection and kindly reminded what the company had done and valued, without pressing too hard. At the end of each email we had the founder write, “By the way, I have a question,” which resulted in 120 responses to the first email.

By the end of the email chain, the company had converted 20 of those leads into customers — with an average annual revenue of $4,200 per customer.

Automation seems impersonal but it doesn’t have to be. As the emails were repetitive over a period of time and relied on emotion and personal touch, they struck a chord in the target audience.

Positivity makes an impression

If repetition generates familiarity, then positivity generates the ability to remember, because of course we want to remember happy memories.

Positivity is key to a first (and lasting) impression.

Think Chick-fil-A. When I mention their name, many people probably think of chicken, french fries, and tea. But just as many probably believe in their customer service. They are known for their friendly, attentive and courteous staff, who always respond with “it’s my pleasure” when you thank them.

Finance is a service industry and the impression you make on clients and prospects is important. A positive first experience will encourage someone to come back to your office or website. In a way, positivity breeds repetition.

We want to revisit the people, places, and experiences that make us feel happy and satisfied – whether it’s in real life or just in our memory.

But repetition, positivity and emotions are not enough to underpin a memorable brand across the board. This is where the factors of omnipresence come into play. They constantly appear in familiar and fun ways and places.

You can’t expect someone to remember you after a single interaction or email. In addition, someone may not be at a point in their life when they need your services. But when they’re near retirement or have a life-changing event, you want to be on top of their concerns when they decide they need a counselor.

This is where the ability to remember comes into play. Marketing is a long game. First impressions are important, but lasting impressions are even more important.

Be there for your customers and prospects. Leave them feeling a certain way – a derivative of happiness is the best. Continue to evoke these feelings through emails, campaigns, etc.

Ultimately, your audience will associate your company with that positive vibe. It is almost impossible to forget.

[More: The case for curiosity as a marketing strategy]

Robert Sophia is the CEO of digital marketing company Snappy Kraken.

About the author

Publishing Team