Is your life like an emotional roller coaster?

It appears that this may be good for your clients.

No, I am not telling you to treat your clients poorly. What I am writing about today is from some research that was conducted by Thales Teixeira and published in the Harvard Business Review.

It appears that when people are watching marketing they pay attention for only a short period of time. They found out that ads that put viewers into a stable emotional state are not effective in keeping them for a long time.

What they did uncover though is that if you build an emotional roller coaster into your video advertising your viewers will continue to watch. The article went on to say that this fits very closely with our ability to adapt to different circumstances.

This is done with movies, so why can’t you do it with your marketing efforts?

So what can you do to be more effective in your approach to marketing to your clients?

Is your marketing getting and keeping people’s attention?

Are you sure?

Recently in a Harvard Business Review article it discussed at length digital marketing. One of the problems they identified was that people get bored very quickly. They found that keeping viewers involved depends on two emotions: joy and surprise. They also discovered that in order to maximize the impact of the marketing the marketer had to generate joy or surprise early in the marketing. This is such a big change as to what was done decades ago. This is because years ago marketing built to a spectacular climax.

So my first question for you is; are you using the old type of marketing?

Secondly, are doing all you can to improve your marketing by putting in some surprise or joy?

Did you know that prominent branding turns off viewers?

I gleaned this from an article in the Harvard Business Review.

The author of the article is Thales Teixeira. He is an assistant professor in the Marketing Unit. He holds a Ph.D. in marketing from the University of Michigan. In the article he stated that when people watch ads they only focus on a few things. These are like logos and the actor’s facial features such as their mouths or eyes.

I am sure as a business owner when you read that people focus on logos you were thrilled as you are so proud of your business logo. What his research has shown is that with a more prominent or well-known the logo, the more likely the viewers are to stop watching.

Why does that occur? It is because people have an unconscious dislike to being persuaded. So what can you do?

The next time you decide on an advertising plan, reduce the size of your logo on some of your ads. Eliminate your logo on some of your ads. Spend more time addressing the client’s issues in your ads and how you can help them.

When can you make your advertising more customer friendly?