EMOTIONAL MARKETING CONTEST: Winner gets one 20 minute consult with me, and one 20 minute consult with Sharon. Two runners up will each get five minutes. We’ll announce the winner next Friday here on the blog.
This VERY SHORT video is an excellent example of stimulating emotion and human needs to motivate consumer behavior. (It’s also very appropriate for the upcoming July 4th Holiday travel weekend)
As an exercise, please watch the video and see if you can answer the following questions (by the way, wholeheartedly embracing this exercise will definitely benefit your business in immeasurable ways)…
- What product FEATURE was the video promoting?
- What is the RATIONAL benefit of this feature?
- What is the EMOTIONAL benefit of this feature?
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
=======
Here’s a refresher from Sharon’s FREE materials on emotional marketing, for those of you who might be a little confused by the terms…
“AN EMOTIONAL MARKETING INSIGHT is an in-depth understanding of your category as a whole. It simultaneously describes what consumers want, why they want it, and how to push their emotional hot buttons with features & benefits that are logically consistent with the emotional punch. It entails an intimate knowledge of …
- The most desired FEATURES and RATIONAL BENEFITS that drive purchase in your market. (What people say they want).
- The EMOTIONAL BENEFITS or human needs which are satisfied by providing the above. (Why they want it!)
- How FEATURES and RATIONAL benefits are connected to EMOTIONAL BENEFITS (Which features push which emotional hot buttons!). (This is important to know because you can’t blurt out the emotional benefit to the consumer … rather we have to imply it with a focus on the right features in the context of a creative mood and tone consistent with the emotional need served.)
- What BRAND & USER IMAGERY is most consistent with all of the above (So you can set the right creative mood and tone for all of your marketing communications, choose the best actors and actresses, and develop the right characters and dialogue for your ads.)
For example, here’s how I might describe the EMOTIONAL MARKETING INSIGHT for a fictitious brand of “Eagle’s Nest Hiking Boots”:
Hikers want boots that make them feel safe enough to enjoy all the adventure and splendor that the mountains have to offer (I’ve got hiking on the brain since I climbed one of the biggies in NH yesterday).
Practically, this means a super-grip rubber sole embedded with micro-fiber beads so they won’t slip on the ledges, high rise boots to protect them from twisting their ankles, complete water proofing to allow them to cross any stream, and winterizing with royal baby alpaca fiber so even the toughest winter won’t stop them!
Hiking boots are much more than the leather and rubber they are made of … they are a kind of spiritual fuel that makes it possible for the user to transcend the mundane world and reach a higher, more inspired level of being with a peaceful perspective on life.
=========
OK, now, can you take a stab at the questions above, including what the sponsoring company may have concluded as their Emotional Marketing Insight?
AND, for extra credit, most useful to YOU, how would you then describe the Emotional Marketing Insight in YOUR market?
Post your answers below. And remember, the winner gets one 20 minute consult with me, and one 20 minute consult with Sharon. (We’ll announce next Friday)
Glenn 
PS – Emotional Marketing is covered in depth in both the bonus area AND in Month #11 of the Hyper-Responsive Marketing Club. And of course, you can always get direct coaching here.
PPS – No purchase necessary, void where prohibited, don’t pour hot coffee on your sensitive areas, avoid telling Dan Kennedy you use a cell phone, etc.
PPPS – Winners selected at our sole judgement and our sole option.
{ 1 trackback }
{ 30 comments… read them below or add one }
What product FEATURE was the video promoting?
Seatbelts
What is the RATIONAL benefit of this feature?
Seatbelts protect people from getting physically injured or dying in car accidents
What is the EMOTIONAL benefit of this feature?
Seatbelts save lives, sparing family members the pain of losing a loved one.
What is the BRAND IMAGERY of the organization doing the promoting?
They used actors that look like a typical family: attractive but not overly so, engaging, sincere looking. People to whom we can all relate. The actors were also extremely expressive; they really conveyed the emotional impact of not wearing a seatbelt through their faces. Using dialogue just wouldn’t have been as effective, and probably would have actually distracted from the emotional impact.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
People are more likely to wear seatbelts to protect their family’s emotional well being than to actually protect their own physical health. So, it’s up to loved ones to convince their family members to use seatbelts — in other words, familial pressure is the most effective way to increase seatbelt usage.
- What product FEATURE was the video promoting?
Safety -via seat belt.
- What is the RATIONAL benefit of this feature?
Contiued Life and relative health.
- What is the EMOTIONAL benefit of this feature?
Experiencing Family love, (giving and recieving – which you can’t do if your dead or in a coma)
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
I only saw a tiny little brand marker on the lower left of the video, so small I couldn’t even read it, nor did I try since the video was so captivating (the slow motion made me not want to miss anything).
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
I thought the commertical was totally inefective from a branding standpoint since I couldn’ t tell you who’s brand is invloved. I thought it was great at getting the message of “wear your seatbelt”.
I think it was effective at the “wear your seatbelt message” due to the “living” quality, human seatbelts make the seatbelt more than just a strap of fabric, and turns it into an extension of your loved ones arms, and to reject wearing the seatbelt is to reject the love and affection of those you love. That is powerful.
Extra Credit:
I don’t have “a” market since I will sell whatever is selling (within reason! I don’t sell porn or how to steal…etc..). But I can definitely see how I might apply this to my next sales letter.
For example, I could do a weight loss ad and get the reader (dieter) to see that this diet is really a prescription and the doctor giving it is thier loved ones, thier spouse can be a doctor, thier childern can be nurses…etc. Making the prescription (the diet product) an extension of love and affection from thier loved ones. If they don’t fill the prescription (the diet I’m selling) they will be rejecting the love and affection of thier loved ones…or somethign along those lines.
Anyway, that’s my 2 cents.
Kev
Product Feature: Seat belt holding driver in car seat in a crash.
Rational Benefit: Avoiding or minimizing physical trauma.
Emotional Benefit: Extending the love and good wishes of the family unit to the father. Love as protection.
Brand Imagery of the Organization: Helping your family members give love and protection to your family. Keeping you safe for your family, as well as your family would want to itsef if it were able to be there for you in a crash, and able to just put their arms around you and save you. Doing for you and your family what they would do if they could.
Emotional Marketing Insight: When auto accident trauma occurs to a family member the other family members reflexively think “if only I could have been there to do something, to save you…”. Idealization projection, by members of a group, may be triggered by viewing harm averted by a similar appearing group, to reach an endpoint of seatbelt use and auto insurance purchase.
Emotional Marketing Insight in My Market: Natural Medicine. Members of the public have emotionally charged beliefs around personal healthcare. Some are absoultely committed to being saved by mainstream hospital based medicine, drugs and surgery. After all, allopathic medicine – drugs and surgery, is centered in monolithic structures, huge hospitals, with long line ups of people waiting to get in – social validation. Other people do not subscribe to allopathic medicine, reacting against perceived personal or family based betrayals. “You told me my mother would be fine with the drugs and surgery, but she isn’t.” Some people embrace and some reject the allopathic promises of good health “if you just do what I tell you, take this pill or have this surgery, and pay me giant fees”. Natural medicine, nutrition, herbs, detoxification, acupuncture, manipulating joints, and the rest of the long list of natural medical treatments are all traditional medical approaches from around the world and throughout time. Natural medicine attracts people who want to go back to comfortable original concepts, millenium of stability, and “traditional values”. Unfortunately it also attracts people who feel “betrayed” by drugs and surgery and who now want someone else to deliver on the undeliverable promises made in a monolithic health setting.
The emotional marketing insight into natural medicine is that people engage in activities that they trust, and they inately trust dominance, either represented by institutions in large old buildings, or by the magnificence of the outdoor world and thousands of years of historical use. Since very few people will understand the details of drugs, surgery, orthomolecular nutrition, acupuncture with a laser, or even therapeutic touch, every successful doctor businessman must sell confidence and trust to be a business success.
Product Feature – Safety
Rational Benefit – Bodily safety and protection
Emotional Benefit – seat belts protect your loved ones and they will love you and embrace you for your thoughtfulness
Brand Imagry – the “we care deeply” identity that was identical with the warm and caring family connection, enhanced by the emotional connectedness of the loving smiles, the “regular family living room”, and the protective hugs that populated the simulated crash.
What product FEATURE was the video promoting?
It’s promoting the use of seat belts.
What is the RATIONAL benefit of this feature?
Seat belts save lives.
What is the EMOTIONAL benefit of this feature?
The emotional anchor was set early by using the smiling family and their tangible sense of euphoria and joy. All of this makes for strong contrast as the ominous tone enters the stage with looks of anxiety from the actors. At this point they creatively use speed of motion to add heavily to the intensity and drama of the impending scenes. The entire video is moving slow, some scenes are slower than others, but there is one spot, as they transition to the realization of an impending accident, where they actually speed up the footage and zoom into the drivers face. This is subtle but adds greatly to the emotional hook. All of this lays a foundation on which the emotional benefit becomes obvious and visceral. If you wear your seat belt, you’ll live to continue life with those that you love and that love you in return.
MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
The brand imagery starts to develop as the hands clasp together completing an embrace. The fact that they do this twice adds to the anticipation and imprint value of the imagery that ultimately resolves in a human representation of the brand logo. Additionally, their use of two sets of hands clasping makes a subtle connection to their use of two colors on the horizontal and diagonal belts in the brand logo. They even made sure to have the wife grasp the husband on the same diagonal as the blue belt in the logo. This makes for a subconscious connection to their brand.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
For me the biggest insight came by realizing that at no point do I see a car or seat belt in this video. The entire focus is placed on emotional trigger points for the viewer. It was clear throughout the video what was being represented, but again only the emotional points were visually developed.
Feature: I think the feature here isn’t the seat belt itself. The organization isn’t trying to convince you to go out and buy something that has come standard on virtually every automobile since before I was born. I think the feature is rather a “Safer Driving Experience through the diligent use of safety belts”.
Rational Benefit: The rational benefit in this promo is the continuation of family.
Emotional Benefit: The promotion builds off of the strength of family and the emotional bonds built there. The ad portrays visually the concept of family bonds that are so strong that while you may go to work or out shopping, you never completely leave home. Your family is always the central focus of life and those bonds are always worth preserving. There is an emotional message here that not only do you love your family but they love you and would want you to have that safe driving experience by wearing your seat belt.
Brand Imagery:The brand imagery of the ad is one of genuine concern for the preservation of life, family, and community through the promotion of safer driving through diligent use of seat belts.
Sorry..
Emotional Insight into my Market: The emotional insight into my market is less acute than the ad we are discussing. We sell hunting gear. Emotional insight for us is more about connecting with passions. Our customers are absolutely fanatical about what they do. It is about camaraderie, brotherhood, and fellowship. The words ‘brotherhood’ and ‘fellowship’ are key. The word ‘fellow’ is hardly ever used anymore but it was used commonly to describe a member of a group such as a college. The fellowship here is less about a common association to an organization and more about values. ‘Brotherhood’ and ‘Fellowship’ indicate a unity found in the sharing of values.
I could see our company building off these relationships with a video showing a bunch of guys leaning over the sides of a truck bed discussing the day’s hunt.. in a way that portrays those who don’t hunt as outsiders like they are missing something by not being a part of this fellowship.
Making these emotional connections are tough in our market.
- What product FEATURE was the video promoting?
The safety of an automobile seat belt.
- What is the RATIONAL benefit of this feature?
Keeps you safe during an accident.
- What is the EMOTIONAL benefit of this feature?
Your loved ones want to protect you/want you protected.
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
Seat belts are embraces of safety.
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
The music in conjunction with eye contact between the characters.
Beautifully constructed advert. The slow motion recreates an accident very well. The closeups and personal interactions are meaningful and believable. Even the small items flying away at the end mimic the fragility and transience of life if you’re not careful.
- What product FEATURE was the video promoting?
Safety through seatbelt wearing.
- What is the RATIONAL benefit of this feature?
Protection from Injury, Trauma.
- What is the EMOTIONAL benefit of this feature?
Continuance of the family. The strength and support of the family. The seat belt itself is “love”.
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
At the end their Logo is shown, it is a Triangle representing a person with lap and diagonal seatbelts properly applied across the body.
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
That seat belts should be worn not just for oneself but to preserve your loved ones. There is partially a guilt thing of “do it for them if not for yourself”.
Thanks for showing me this – we dont get ads like this in the UK where seatbelt wearing is compulsory (though of course a few people flout the law).
What a load of nonsense.
I’ve never read so much drivel in a long time.
Analysing a dumb commercial selling fear and incompetant driving or somthing, who knows?
If you think that would make anyone wear a seat belt you must have lost the marketing plot totally.
Psychological clap trap.
Prove me wrong. Show me the stats that since they began showing that ad, seat belt usage has changed one iota. It’s not even aimed at the doing anything usefuil like making better drivers. The whole message seems to be “You are going to crash, get ready for it” and when you are happy and enjoying it the most. Sick and Pathetic.
Seat belts, loss of life, trauma of loss, safety is loving yourself; love your family back, they need you.
- What product FEATURE was the video promoting?
Car seatbelts
- What is the RATIONAL benefit of this feature?
It dramatically improves the probability of you surviving a car accident.
- What is the EMOTIONAL benefit of this feature?
Minimising risk (loss aversion)
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership) I have no idea – the brand imagery was too small to be registered – but that’s because the organization has recognised that their brand is incidental to, and quite possibly counter to, their aims as an organization.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective? That asking people to reassess their own risk in a situation where they have not worn a seat belt and not come to harm is likely to be unrewarding. However, by depicting a scenario in which they are prompted to consider their seatbelt use in the context of family there is more opportunity to influence. This sits well with influence theory that shows there is a greater chance of influencing indirectly: by taking an association at the edge of the issue and allowing people to create their own conclusion, rather than by directly challenging the fundamental behaviour concerned, people are more likely to be affected. Also, the powerful and very memorable imagery is positive rather than negative and, perhaps most helpfully of all creates the possibility that people will associate putting on their seatbelt with the very powerfully positive associations of being hugged by one’s family rather than the feeling of restriction that perhaps causes them to choose not to use it.
- What product FEATURE was the video promoting?
Safety
- What is the RATIONAL benefit of this feature?
Saving Your Life
- What is the EMOTIONAL benefit of this feature?
Sparing Family Loss / Caring for your loved ones
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
They are projecting a ‘what if this was you’ scenario
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
We all love and want to care for our family, we don’t want to see them hurt in any way shape or form. We would probably do ANYTHING for our loved ones. Including remembering to wear a seat belt! The add shows the wife and child harnessing the father as a seat-belt would. This is the emotional button that shows the father must wear a seat belt because the family need his protection and love and likewise with the father.
Im probably totally wrong, maybe! I try to apply emotional marketing into all the markets I provide to. For example if I promote a consumable product the emotional benefits describe what I think the consumer really wants by using the product (i.e. not the product, but the emotional benefits). I also try to use this when promoting my membership club. I.e. the reason you want to make money is not because you want to see money in your bank – maybe you do but the real reasons behind that has to be highlighted as the emotional buttons.
Yes, I would be interested in an emotional marketing club if it has different content to http://www.glennclub.com
Feature: Keeping the family together through action of wearing a seat belt.
Rational Benefit: Your family stays in tact b/c you are safe now – Don’t think only of yourself when you wear a seat belt.
Emotional Benefit: You are loved more – You mean more within the family – You love us because you will wear a safety belt.
Brand Imagery: The Brand Imagery was a logo with a safety belt across it – and Sussex Safer Road Partnership.
This was great! Thanks! JILL
Hi Glenn and Sharon: YES! PLEASE CONSIDER ME A YES FOR THE $27/MO EMOTIONAL MARKETING!! THANK YOU! I’ll stop shouting now. JP
- What product FEATURE was the video promoting?
Car seatbelts
- What is the RATIONAL benefit of this feature?
It reduces the impact of a car crash, protecting the driver from injury
- What is the EMOTIONAL benefit of this feature?
By wearing a seatbelt, you will be more likely to survive an accident and so enjoy the love and companionship of your family and protect them from the pain of losing you
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
The most powerful image was the mother and child embracing the father and so functioning as his seatbelt. This communicates to the audience that the main reason why the company wants you to wear a seatbelt is because your family wants you to wear a seatbelt.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
The idea that the people you love want you to wear a seatbelt will move peoples minds much more than the idea that the company wants you to wear a seatbelt.
- What product FEATURE was the video promoting?
safety through wearing a seatbelt
- What is the RATIONAL benefit of this feature?
You won’t die and leave your family to fend from themselves
- What is the EMOTIONAL benefit of this feature?
You won’t lose connection with your loved ones/family
- What is the BRAND IMAGERY of the organization doing the promoting?
Warm, caring imagery from the film, while the ‘Embrace Life’ logo looked official – almost like a public service type logo. The Sussex Safer Roads logo had a clean, film studio look to it – similar to the arty filming of the commercial.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
Well, if you don’t where your seatbelt, your family will be the ones who suffer. The threat was the loss of connection/love if you don’t look after your safety. The image of the wife and child protecting the husband (with angel wings attached) was very powerful- showing how wearing the seatbelt was the same as being close and connected to your loved ones.
- What product FEATURE was the video promoting?
safety through wearing a seatbelt
- What is the RATIONAL benefit of this feature?
You won\’t die and leave your family to fend from themselves
- What is the EMOTIONAL benefit of this feature?
You won\’t lose connection with your loved ones/family
- What is the BRAND IMAGERY of the organization doing the promoting?
Warm, caring imagery from the film, while the \’Embrace Life\’ logo looked official – almost like a public service type logo. The Sussex Safer Roads logo had a clean, film studio look to it – similar to the arty filming of the commercial.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
Well, if you don\’t where your seatbelt, your family will be the ones who suffer. The threat was the loss of connection/love if you don\’t look after your safety. The image of the wife and child protecting the husband (with angel wings attached) was very powerful- showing how wearing the seatbelt was the same as being close and connected to your loved ones.
- What product FEATURE was the video promoting?
safety through wearing a seatbelt
- What is the RATIONAL benefit of this feature?
You won\\\’t die and leave your family to fend from themselves
- What is the EMOTIONAL benefit of this feature?
You won\\\’t lose connection with your loved ones/family
- What is the BRAND IMAGERY of the organization doing the promoting?
Warm, caring imagery from the film, while the \\\’Embrace Life\\\’ logo looked official – almost like a public service type logo. The Sussex Safer Roads logo had a clean, film studio look to it – similar to the arty filming of the commercial.
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
Well, if you don\\\’t where your seatbelt, your family will be the ones who suffer. The threat was the loss of connection/love if you don\\\’t look after your safety. The image of the wife and child protecting the husband (with angel wings attached) was very powerful- showing how wearing the seatbelt was the same as being close and connected to your loved ones.
What product FEATURE was the video promoting?
Seatbelts.
- What is the RATIONAL benefit of this feature?
Save your life.
- What is the EMOTIONAL benefit of this feature?
Enjoy the real love and security you give and receive from your loved ones.
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
Butterfly, wings and enveloping arms, they use abstract orange and blue bands that are clasping.
And now, for the hardest, yet most important one…
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
That the security and love you receive from your wife and family is stronger and more powerful than a man made seat belt. That is what you don’t want to lose by dying. The use of glitter at the play table, creates and all that glitters is not gold, but love of your family is very strong. A good solid emotional ad.
Alias \’Nervous Nash\’ is Keith Floyds twin brother – its actually a photo of Keith Floyd. I get the message Glenn and I wouldn’t expect you to approve this post
Glenn,
When do we find out who won??
Kev
LoL, your good Glenn!
On Friday Kevin, here on the Blog
FEATURE
The importance of wearing your seatbelt to protect yourself
RATIONAL benefit
You will greatly increase the chance of surviving an auto accident with little or no injury.
EMOTIONAL benefit
Feeling loved. Being in control. Having integrity, i.e., setting a good example (leadership?).
What is the BRAND IMAGERY
The ladies (who clearly love their Daddy/Husband and will do anything not to lose him) forming that very powerful metaphorical “seat belt” to protect him.
EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
You’re not in this car by yourself. We are with you always. Please take care of yourself. We love you. Please do this simple thing so we can stay together always.
I’m a big sap, but this commercial really touched me. It gets to a very core message. Compared to most public safety ads “click it or ticket” and other such drivel, this is solid gold!
Hope I can sneak my entry in before the deadline today, so here goes:
- What product FEATURE was the video promoting?
Seat belt in cars
- What is the RATIONAL benefit of this feature?
Seat belt use will keep you from serious injury in case of a car accident
- What is the EMOTIONAL benefit of this feature? (Using Sharon’s 37 emotional benefits cheat sheet)
Working our way back from the feature:
Feature (Seatbelts) >> rational benefit (protects from serious harm) >> emotional benefit (SEE LIST BELOW) >> GOAL (Feeling good about yourself)
1) Sense of adventure (CAT 1: Self Actualization)
Getting into your car to go out and conquer the world
2) Feeling caring / nurturing (CAT 4: Altruism)
The joy of providing support for others >> being safe and responsible as part of preventing pain to others (i.e. family)
3) Liveliness (CAT 1: Self Actualization)
This is one I feel more on a gut level and am struggling with articulating but decided to leave it in anyway
4) Feeling free (CAT 1: Self Actualization)
Being safe and protected leads to more freedom in doing things which are potentially dangerous
5) Feeling in control (CAT 1: Self Actualization)
Paradoxical since the simulated accident is a state of being out of control > searing seat belts though enhances the feeling of control over what life throws at us
6) Sense of calm (CAT 1: Self Actualization)
Knowing that you have covered your bases and are prepared for the worst
7) Feeling safe (CAT 1: Self Actualization)
Sense that no harm will come to you >> wearing your seat belts
Being part of your family who love and care for you (in spite of all those other moments
9) Feeling trustworthy (CAT 3: Nurturing)
Wearing seat belts is a sign of being able to be counted on, being responsible
The video touches a broad range of emotional benefits with an emphasis on category 1 but also category 3. I think the idea here is to focus on those triggers which stimulate trial (CAT 1 & 2) but include more long term behaviour modifying triggers as well (CAT 3 & $)
- MORE DIFFICULT: What is the BRAND IMAGERY of the organization doing the promoting? (Sussex Safer Road Partnership)
Triangle with cross bands evoking the image of seat belts including the slogan. The colors of the bands are close to the colors of the outfits worn by the (presumed) mother and daughter anchoring the image back to the actual emotional experience of having watched the video itself (as is the call to action: “always wear your seat belt).
What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?
Men are more likely NOT to wear their seat belt than women. It is important for men to feel a sense of unencumbered freedom to go out and do what “he” has to do. Focusing on men will reinforce all of the emotional triggers for women as well >> protection of her family.
Seat belts (just like insurance products) are easily dismissed as unimportant and a nuisance since it focuses on something negative which hasn’t happened yet and we choose to believe wont happen (at least to us).
Seat belts are in fact much more than just a uncomfortable harness but a means by way to assert and achieve the above mentioned emotional benefits. The ACT of wearing your seat belts and the association of doing so to the emotional benefits is what makes this ad so powerful.
The slogan “EMBRACE LIFE – Always wear your seat belt” reinforces this association between the act of wearing your seat belt and the emotional benefits.
How would you then describe the Emotional Marketing Insight in YOUR market?
My market are people who have been chronically struggling with candida related symptoms I(fatigue, rash, etc.) and related illnesses. They are frustrated by all of their failed attempts and conventional treatments they have received over an extended period of time. Overall they have a pervasive sense of NOT having control over their life and being stuck with a monkey on their back which just let go.
Candida sufferers literally want their life back so they can feel they are a capable to fully participate in all of life’s activities (social, professional, etc) without feeling handicapped or alone / isolated.
This translates into a candida program which gives all of the tools to fully take control to minimize their symptoms and reverse the downward trend. Tools consist of education (i.e. principles), information (recipes, practices, etc) and an easy to follow / implement protocol with support when needed.
Just as important is providing a “what to expect” road map so that certain perceived limitations are framed as just a relative small sacrifice in relation to the end benefits without making it seem to restrictive.
Following the natural candida protocol is more than just healing alone. It is a way to grow as a human being gaining more confidence in being able to take care of oneself and be self-sufficient.
You’ve all done a very nice job, and I hope that flexing your emotional marketing muscles produced at least some new insights for your own markets.
I have to award the contest to David Corner however, for the thoroughness of the analysis, and more importantly his demonstrated understanding of how a single feature can ladder to a multitude of emotional benefits, yet still get tied together into a cohesive marketing insight.
David, you can contact Portia at http://www.PsyTechSupport.com please to arrange the consultation.
Thanks again to everyone!
I have two questions for you today: First, who did you choose as runners up in this contest? The second question is part question and part request. It would be tremendously helpful to see how both you and Sharon (separately) answered the questions in this contest. I do appreciate getting to see who you chose as the best of the bunch. However, seeing your answers would allow us full insight into what you intended to see in our responses. Will both you and Sharon share with us your answers to the contest questions? Thank you in advance for taking a little more time to squeeze a bit more juice from the lesson.
Vincent – fair enough
We’ll do our best to get to that within a week or so.
This is a lovely reading and triggers lot of thinking. My recent presentation \"Applied emotional laddering\" on slideshare provides four personal experiences that are in support of this grand article.
The link is
http://www.slideshare.net/hudali15/applied-emotional-laddering