Emotional Connectivity: The Secret to Million-Dollar Marketing Success

Emotional Connectivity: The Secret to Million-Dollar Marketing Success

At some point in the past, these authors crafted messages that resonated with you. In my work with businesses and through my speaking engagements, I share insights about emotional connectivity as it relates to customer acquisition. Instead, you should work to develop emotional resonance with those in your target markets. All those facts and features you embed in your marketing are an attempt to engage logic. The story behind the product allows you to connect to the very heart of your audience. You might tell your underdog story to share how you created and built your business. Helpful marketing. No matter your company's size, you must make smart decisions within your marketing budget. In fact, the smart play is to know your audience so well you can put out multiple variants and track the results. It creates gaps and limits measurement across the tool sets, reducing a company's ability to make smart decisions.

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Emotional Connectivity: The Secret to Million-Dollar Marketing Success

Your email inbox is a stream of messages that all aim to grab your attention. Some subject lines are intriguing, but you’ve had to become a master of sorting out the noise. You go directly to messages from proven senders — those who have built a track record of delivering value or entertainment. At some point in the past, these authors crafted messages that resonated with you. You keep reading what they send because their words have weaved a path to your heart or reliably present useful information.

In short, your inbox is a collection of messages that have your attention and all the rest, which you easily can avoid. The same is true of any message across any medium.

During the past decade, I’ve created two multimillion-dollar businesses and advised seven others to reach multimillion status. Getting customers is the lifeblood of all companies. Customer acquisition allows for more investments, better hiring and certainly more profits.

In my work with businesses and through my speaking engagements, I share insights about emotional connectivity as it relates to customer acquisition. It is quite simply about making that connection. Nearly every market is crowded. Most marketing messages tend to sound like noise — except those that are so smooth and inviting they’re music to our ears.

Your audiences are overloaded with information. And there’s more headed their way, as businesses create content designed to catch their attention. Instead, you should work to develop emotional resonance with those in your target markets. Here are three customer-acquisition principles to guide you.

1. Compelling storytelling.

It’s easy to talk about the benefits of your products or services. All those facts and features you embed in your marketing are an attempt to engage logic. And while that might be important at some point in the customer journey,…

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