An interesting news came up yesterday and it’s about Wal-Mart’s decision to drop its tagline “Always Low Prices” and adopt a new one, “Save Money. Live Better”. The retailing giant wants to deliver a more emotional brand message instead of highlighting its price advantage.
You see, even big companies are shifting away from using price and focusing more on relationship or emotional marketing. Why? Because some studies conclude that emotions excites our minds 3000 times faster than any logical arguments! More importantly, relationships are built through emotions. You may want to try some of the tactics below to make your business more heart-warming:
Highlight the Benefits
Whether you’re talking to a customer, writing your brochure or designing your website, you should always hype up the benefits of your products and avoid focusing on the features. If you’re selling a car, for instance, don’t say it’s equipped with 220 horsepower V8 engine, front-side airbags, and anti-lock brakes. Instead, pitch about family safety and worry-free driving. If you have emotional testimonials from your customers, that will also do the trick. Include them in your brochure or websites to establish emotional connection and credibility.
Use Colors Properly
What comes to your mind when you see color green? Usually it’s money or eco-friendly products. It may appear trivial but colors can trigger different emotions. Using the right color combination in your promotional materials might actually increase your sales and conversions. Visit Color Wheel Pro to know the different color meanings.
Learn how Better 4 Business applies emotional marketing and Small Business SEM’s analysis on what Apple’s marketing can teach small business.
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