For those who live in the USA, this past weekend was Mother’s Day. Just like any other holiday, companies use this opportunity to tie in products to create emotional relevance.
While I was soaking in some rays from my television, I saw a super cute commercial by Oreo that made me go “Awwwww… Awwwwwwwwwwww…”
With the slew of products and services in the market, marketing strategists have to answer two questions:
- Why buy?
- [More Importantly] Why buy now?
Understanding emotional triggers is a powerful way to create action.
How do you get people to book your photography services? With pretty pictures? Oh, that was so 1990s. :P
The Power of Words
A company called Purple Feather created a video that expounds on the power of words that initiated action. Check it out.
How did you feel?
For those at work and cannot play sound right now, I’ll write a synopsis.
A homeless who was blind sat in front of some steps with a sign that read, “I’m blind. Please help.” People who passed by tossed a few coins.
Momentarily, a chic woman in designer shades picked up his sign and rewrote it, “IT’S A BEAUTIFUL DAY AND I CAN’T SEE IT.”
As a result, people emptied their pockets to help.
The message was the same, but the emotional reaction was completely different. All in all, it’s credited to the power of words [to create an emotional response].
Happiness
Two years ago, Julie’s niece visited us from out of state. Jessica was six years old and oh so endearing. Having never been to Disneyland, we made a trip to the “Happiest Place on Earth.”
Almost like how Frank Berone (Peter Boyle) in sitcom Everybody Loves Raymond would sniff the twins’ heads, “I’m sucking the youth,” I was vicariously living through Jessica’s excitement. Anything that Jessica wanted, we got her…even waited in line for two hours for photos with all of the princesses.
Whether you’re a wedding, portrait, children or pet photographer, happiness is one emotion that could be used to relate with viewers.
For example, if I was a pet photographer, I would personify all of my canines, felines and etc. They would be dressed in clothes and be treated as equals to their owners; not disparate entities. I want people to say, “Awwww.”
I love how Grace Chon of Shine Pet Photos captured this “awww” moment where a child shares his ice cream with his companion.
Humor
I’m going on a Grace Chon binge, so here’s another. I hope it’s self-explanatory. I had a burst of LMAO.
If it could talk, I can imagine it captioned, “Hi. I’m a horse!”
Anger
All movements have a powerful motivator. Equally speaking, they all have de-motivators (enemies). Being able to clearly identify one’s position and opposition creates friction.
The more friction there is, the more acceleration there will be for a call to action.
However, sustainability for anger is usually short-lived. Remember the recent movement in the wedding photography sector? Is that old news already?
Hope
One of the goals for all luxury businesses is hope. The intention is to communicate the dream of luxury brand.
The brand must be desirable by all – current and future – especially by those who cannot attain it. We may never own the items, but do recognize them. For example, Fendi.
Anticipation
Ever have an anxiety attack? Like, “OMG Glee concert is at Staples Center next week! Ahhh!” Okay, that might be me.
Or how I was watching like a hawk for Celine Dion to make a reappearance in Las Vegas. The moment she was back – tickets booked.
Whew. Now I can sleep at night.
So feel free to tease a little. “Next week, I’m photographing one of my favorite bands!! Details coming soon…”
What’s Next
What’s neat is that it’s okay to combine emotions too! For those who remember the movement by Martin Luther King, that was combination of frustration (negative), anger (negative), and hope (positive).
The aforementioned are only a handful of emotional triggers to utilize in order to create action. What others are there? I’d love to hear from you.
- Comment one emotional purchase you made
- If you enjoyed this post, I appreciate you sharing via Twitter or Facebook buttons below
Sincerely yours,
Lawrence Chan
P.S. I have cats that like to eat from my herb garden. They’re so silly.
P.P.S. Who is a photographer you know that uses social media to promote their business? Even if it’s yourself, email me at tofulawrence [at] gmail [dot] com with (1) name, (2) URL, (3) how. Thanks!
P.P.P.S. The chic woman in the video with the homeless man was funny. She sheathed her Sharpie Marker into her jacket. Who carries a Sharpie Marker around?!
Love this! So easy to forget how to communicate on the basest level to truly and effectively tell people how we feel. Thanks for the reminder that we’re all human.
One emotional purchase:
This weekend, I had my heart set out on having sushi. However, while walking past a particular restaurant, the smell of wood roast filled my nostrils.
My course deviated right through their doors.
Emotion can be scent triggered too… Steak… delicious…
I happen to have a Sharpie in my purse. It happens. That video seriously gave me the chills. Genius.
I think my most recent emotional purchase was my first pair of TOMS. Now I keep thinking I should buy tons more because it’s for a good cause.
Very accurate! TOMS Shoes removes ulterior motives for purchase, which creates a good feeling when supported. Thanks for sharing, Melissa! And hope you like the shoes!
Maybe I should carry a marker too :)
WOW!!! The Power of Words’ video brought me to tears! Extremely emotional for me. I get the message.
Lawrence you are doing IT well.
Fondly,
DDust
Recently, I splurged on some adorable crafting supplies. I’m a sucker for pretty scrapbook paper.
This video made me teary-eyed. And it makes me think HARD. Thank you for such a poignant article!
Love this topic!!
Every clothing purchase I make has an intended story… striped tee: it will be perfect for a sunny, warm beach day. linen pants: i’ll wear these to my next picnic with friends. cable knit sweater: perfect for that trip i’m planning to the mountains this winter.
Today I bought a $32 candle, very outrageous for me! I had been looking for that scent since I took a small one of that scent to WPPI and burned it in our hotel room. When I smell it I recapture the week my husband and I had in Las Vegas alone in our hotel and it just makes me happy.
Awwww.. I love this article….So so nice and emotional.
And I love you tofurious.
Nice posting! Made me think for sure. Thanks!
Well, I often have a sharpie in my purse! And I see I am not the only one!
The last purchase that I made was a set of chairs at a high end furniture boutique, they were on sale yes, but they were also the floor models and not being brought in again. So if I wanted the chairs (and I did) I had to buy them NOW. (and I did) I think thats how limited editions work ;)
Oh and the video made me think too, and though I liked the power of words message, it also made me realize how blessed I am and sometimes don’t realize it. It’s a beautiful day and I CAN see it. I am so lucky.
xo
Heather
Recently brought a cool multicolored polo from Ralph, and due to it being sunny bright warm out I was immediately drawn to the greens, orange and royal blues in the shirt, figured since i am a collector of polo’s I couldn’t resist!
I love this post! I had an overwhelming response to a video I put on my blog celebrating Mothers (for Mothers Day) – you’ve put into words why. One of the comments on my fb page was ‘this has inspired me to book a shoot with you’ – the perfect response! http://wp.me/p1bkCg-3Q
[apologies if this is the 2nd posting - tried to do a fb comment but it didn't seem to work!]
Nice article, but when I saw the title I thought you were talking about creating bowel movements. :P
James
It’s true: we use emotions to make decisions and facts to justify them
Good synopsis. The idea of creating an emotional response and then anchoring it to a brand comes from NLP, and is highly effective. For great photography, emotions are really important.
Very clever, Ben. Actually, marketing is all about text-based and visual NLP. A lot of times we neglect these factors or don’t understand it well enough to deliver an effective campaign.
I love your observation!
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