When I hear the growl of dual exhausts and the rumbling of a high-horsepower automobile engine idling, it does something to me I can’t explain. My heart races, my adrenaline starts pumping. I immediately look for the source of that sound.
One night in 1994, I heard that sound. And the source was my TV and a commercial for a new Lincoln Mark VIII.
The Mark VIII was a sleek black sport coupe. In the commercial, it was slowly pulling up to an iron drawbridge type of structure. As it started to go under this giant limbo bar, it stopped as the bar touched the top of the windshield and was blocked from going further. It was too tall to go under the bar.
Suddenly, the car clicked into reverse. It backed up about a quarter mile and stopped. The driver, hidden behind mysterious smoked glass windows, revved the engine and hit the accelerator. The car screamed forward.
It approached the same bar and drawbridge and I held my breath. But this time, it cleared it easily and drove right under it at a high rate of speed.
The announcer explained how the Mark VIII automatically lowers itself to make itself more aerodynamic as it picks up speed.
Wow. Aerodynamic. My mouth was dry. I felt dizzy.
I had to have one of these black luxury land jets with bucket seats, a moon roof and a great sound system. And I leased that Lincoln within a week.
Explaining The Purchase Logically
Did I tell everyone I bought it because it was “aerodynamic” and lowered itself as it went? Heck no. I explained it logically. I said I bought it because I needed a car and they had a great lease deal on it.
But that’s what great advertising does. It uses emotions to connect, inspire and move you to buy. The sales guy then gives you the logical excuse you need to have when you explain the purchase of a gas-guzzling two-door car when you really needed a van to haul your kids around.
Emotions Help You To Remember
Do you remember where you were on September 11, 2001 when the planes hit the World Trade Center? Of course you do.
But wait…that was more than ten years ago. Why do you remember it so well? How about September 11, 2012? What were you doing that day? Can’t remember, can you? Of course not.
That’s because an emotional experience — good or bad — makes an impression in the brain that keeps it easy to recall. The memories are always easy to access…or as we say in marketing, “top-of-mind.”
So another benefit of making ads with emotional connections is that it keeps your product or service “top-of-mind” also.
Ads That Connect With Emotion
Can you make an emotional connection with advertising for your product or service? Sure you can. The emotion may be happy or sad…sentimental or anger-inducing…inspiring or disgusted.
Farris Marketing has created successful, emotion-connecting ads for people injured in car accidents. I had happy people dancing on the ceiling in spots for a shoe store. We’ve sparked emotions for the public Library, a state representative, substance abuse treatment facilities and even the Canfield Fair.
Save common sense and logic for your sales pitch after the customer calls, comes in or goes online to order. But use emotions in your advertising. Your prospects will remember it… and buy.