As small business owners, we've been misled about how to make our marketing truly value-add. Today, we need to address this misconception. We've all been told that our marketing needs to add value, leading us to panic and focus on educational campaigns through social media, freebies, SOPs, books for opt-ins, and more. When these efforts don't yield the expected results, we tweak them, try new ones, and continue searching for that perfect piece of information everyone will find invaluable.
But there’s a significant issue with this approach, and it’s twofold. First, information is only valuable if the recipient actually wants it. Second, it’s only valuable if they trust you as the source. Trust is hard to establish, especially if this is their first interaction with your brand.
The Problem with Education-Based Value
Limited Desire for Information
Information only holds value if it’s something the recipient desires. No matter how perfect you think your educational content is, it won’t resonate if it doesn’t align with your audience’s immediate needs or interests.
Trust Issues
Value is also contingent on trust. If your audience doesn’t know you, they’re less likely to see your information as valuable. Building trust takes time, and relying solely on educational content for value-add can be an uphill battle.
The Solution: Emotion-Based Marketing
Why Emotion Matters
If information isn’t everything, how do you add value through your marketing? The answer is emotion. Every piece of marketing you create should evoke some kind of emotion, ideally a positive one. Here’s why this works:
- Intrinsic Value of Emotion: We pay for emotion all the time. Think about it—movies, books, concerts, and even Taylor Swift’s Eras Tour are experiences people pay for because of the emotions they evoke. Taylor Swift’s tour, for instance, is a multi-billion-dollar success driven by the emotional memories it creates.
- Human Experience: Chasing emotion is part of the human experience. We’re all seeking things that make us feel something. If your marketing can evoke an emotion, you’ve added value to someone’s life. This emotional connection makes people more inclined to interact with your brand repeatedly, building a positive relationship over time.
How to Spark Emotion in Your Marketing
Step 1: Define the Emotion
With every marketing asset, ask yourself, “What emotion am I trying to spark?” Then, critically evaluate whether the asset actually evokes that emotion.
Step 2: Validate Your Approach
Since you might be biased, find three or four people to provide honest feedback on whether your marketing asset sparks the intended emotion.
Example: Emotional Stickers
At Grow Disrupt, we’ve designed stickers that spark emotions and resonate deeply with our audience.
- Sticker 1: The first sticker catches attention with its aesthetic appeal. As you examine it, you see messages like “super creative but not able to focus on details” or “easily distracted.” Despite highlighting challenges of ADHD, it emphasizes that these traits create growth opportunities. This sticker turns potential negatives into positives.
- Sticker 2: The second sticker states, “ADHD is your superpower,” with imagery of breaking glass and a superhero’s cape. It’s designed to make people feel empowered, breaking through barriers. Both stickers are highly sought after at events and boutiques because they evoke positive emotions.
Step 3: Create Emotionally Driven Marketing Tactics
Beyond stickers, create marketing campaigns that inherently spark emotion. A great example is the "Fly" music video we produced. It takes viewers on an emotional journey through the highs and lows of entrepreneurship, ending on a motivational note. Months after its release, we still receive messages from people who find inspiration from it. This emotional journey adds lasting value to their lives.
Step 4: Consistent Emotional Engagement
The most successful videos and marketing materials we produce are those that make people feel seen, make them laugh, or uplift them. While this is a skill that takes time to develop, it’s crucial to regularly ask yourself, “What emotion am I trying to spark with this piece of marketing?”
Practical Application: Social Media
Even down to your social media posts, consider the emotions you want to evoke. While you don’t need to agonize over every post, take a moment to reflect on the intended emotional impact. If you’re always aiming to enlighten and educate, try incorporating other emotions. The engagement might surprise you.
The Wrap
By shifting your focus from purely educational content to emotion-driven marketing, you can create a more profound and lasting connection with your audience. Remember, emotion is a powerful tool that adds genuine value to your marketing efforts.
If you want to learn more about executing effective, emotion-based marketing strategies, visit thestephaniescheller.com. Let’s transform your marketing approach and create memorable experiences that truly resonate with your audience.