ASSESS 1 DIGITAL WORLD.pdf

Insurance companies often appeal to the emotion of

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Insurance companies often appeal to the emotion of fear with messages like “Don’t get caught with too little insurance.” 2. Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Non-profit organizations use the guilt trigger effectively in copy such as “Don’t let them suffer anymore.” 3. Trust: Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing messages. Financial companies are leading the way with messages like “no hidden fees.”
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4. Value: Value is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal. For example, promotional messages that say “If you find a better price for the same product, we’ll match it” are effective in piquing feelings related to value. 5. Belonging: Few people truly want to be alone. Human nature dictates that most people want to feel like they belong to a group, and customers often purchase products in an attempt to feel part of a specific group. Many companies effectively appeal to consumers’ desires to belong, using copy like “ Your part of the family.” 6. Competition: The old adage of keeping up with the Joneses is an adage for a reason. Many consumers are affected by a competitive desire to feel equal to or better than their peers. Copy like “Make them drool” is a great example of a message that elicits feelings of competition. 7. Instant Gratification: We live in a world where people expect instant gratification in all aspects of their lives. Messages that cater to a sense of urgency are well-received by consumers who already desire instant gratification. Use words like now, today, in one hour or less, within 24 hours, and so on to appeal to the emotional trigger of instant gratification. 8. Leadership: A lot of consumers want to lead the way in trying new products, and this audience responds strongly to marketing messages that appeal to their feelings related to leadership. Messages that make them feel like they’re first or in control are powerful for this audience. Phrases such as “Be the first on your block” effect ively appeal to the emotional trigger of leadership. 9. Trend-setting: Many consumers want to feel cool or trendy, so appealing to those emotions in copywriting is fairly standard. Variations of “all the cool kids are doing it” are commonplace in copywriting and can be used to market a wide variety of products and services to an even wider audience. The famous Gatorade ad featuring Michael Jordan and the copy “Be like Mike” is a perfect example. 10. Time: In the 21st century, people are busier than ever. As such, they desire more free time to pursue personal interests, spend time with family and friends, and so on. Marketing messages that appeal to that desire for more free time are extremely effective, such as “Cut the time it takes to vacuum your house in half.” c. What market research with users to identify preferred and avoided behaviours on social media?
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