Some of you know that I read The Marketing Minute by Marcia Yudkin regularly to get great marketing communication ideas.
In February, Ms. Yudkin did a great little post on the power of emotional touch points to capture prospects’ and customers’ attention. Emotional touch points go deeper than a superficial appeal, and she recommends a brainstorming session to help you come up with them.
After you come up with an appeal, use it in headlines and copy. And—this is important—use it to “distinguish your business from others, describe your guarantee, and select bonuses and more.”
One of the best emotional appeals I’ve seen lately was a banner ad on the Animal Rescue site. The banner pictures a small puppy with the caption “Does she look like a fighter?”—a reference to the ASPCA’s anti-dog-fighting campaign. It made me stop and think, open my wallet, and urge friends to do the same.
I’m a sucker for the emotional touch point and don’t feel manipulated at all. An appeal like this springs from truth and has to power to encourage positive action. What could be better?