Marketing Psychology and Consumer Behaviour

1. How can marketing psychology help you increase sales?: Introduction. Welcome. A key component in becoming successful in marketing is understanding psychology. The more you know about it, the better. You must learn that certain effects lead to certain reactions and use that knowledge to increase results and avoid mistakes. There are many psychologically based observations about human behavior that are commonly used in marketing. Some people know them by instinct, others learn them by experience. This course will help you get a firm grasp of them and teach you how to use them to your advantage. By the end of this course, you'll be able to identify patterns and consumer behavior, understand how they affect purchase decisions, and adjust your marketing strategy according. Marketing psychology isn't just a nice thing to know. It is essential if you want to develop effective and highly profitable marketing strategies. So let's get started. 2. Priming - How to influence unconscious buying decisions: In this lecture, we will discuss what is priming, what are its effects, and how to integrate it in our marketing strategy? Let's do a little experiment. Answer these questions. What is the color of snow? What is the color of a wedding dress? What do cows drink? Most people would answer milk to the last question, but the right answer is water. But why were you so quick to respond to milk? A fairly complicated process that was executed without your awareness caused this response. The first thing that happened is by answering white to the first two questions, your brain was searching for objects and concepts associated with the color white. This process of an idea causing other ideas to be triggered is called associative activation. Secondly, since you learn the word milk in a similar context with the word cow, they were connected, making it easier to recall. Therefore, we can see that all of these elements were somehow linked, either with their properties, or their context. And as a result, the response milk was coherent with the rest of the ideas. We can therefore conclude that out of a lot of ideas that come up in our mind when we respond to our environment, only a few of them reached our awareness. This process is largely automatic and produces an effortless response. As Daniel Kahneman points out in his book, Thinking Fast and Slow, our ideas are grouped into categories. Elements are organized with their properties and causes are linked to their effects. In our experiment, the response white to the first two questions affected the response to the last question. This is what we call priming. In other words, the idea white primed the idea milk. Thus our first idea affected our subsequent ideas. The priming of the word white made it easier for us to come up faster with the answer milk, because milk is also white. At the same time, the priming didn't stop there. The primed ideas made you prime unconsciously multiple related ideas, such as animals and other white objects. Priming is predominantly an automatic and unconscious process that triggers emotions and actions. How can we take advantage of it in our marketing strategy? Priming in marketing is most frequently done with money-related images and words. E.g. one could emphasize savings, retirement plans, interest rates, and more. Studies suggest that when subjects are primed with money clues, they are more prone to selfish behaviors, more self-reliant and less helpful towards others. Consequently, money priming targets ones selfish interests. Since money priming induces individualism, it is best to be avoided when we are trying to appeal to our consumers caring and nurturing feelings towards others. In this case, it is preferred to encourage warm emotions and to create a sense of urgency and set an expiration date and time for the offer. Other ways to incorporate the effects of priming or by adjusting the background and the words you use on your website. Based on what images and words you use, users will pay more attention to those relevant features of your product. If e.g. you prime the comfort that you're sofa provides, customers will spend more time looking at those features. So to benefit from priming, pay special attention to the small details. Let's sum up what we discussed in this lecture. A great deal of thinking happens without your awareness. The ideas and emotions that are produced during this process affect your subsequent perceptions and actions. Priming is the exposure to one subtle cue or idea in order to affect your subsequent ideas and actions. In marketing, you can employ priming by using money-related words and images to make consumers focus on their self-interest or in more subtle ways, by incorporating backgrounds and words specifically chosen to elicit attention, emotions, and actions. 3. Reciprocity - How to increase sales by evoking the instinct of reciprocity: Reciprocity principle. In this lecture, we will learn about the reciprocity principle, what it is, and how to incorporate it in our marketing strategy. Suppose someone invites you to their party. Would you invite them at your own? If someone gave you a present for your birthday, would you buy them one for theirs? If they did you a favor, would you help them back when asked? If your answer to these questions was yes, then you have found yourself exercising the reciprocity principle. This concept was first introduced by Dr. Robert Cialdini and his book, influence, the psychology of persuasion. According to this principle, if someone does something good for you, you feel obligated to reciprocate the favor. Thus, when opportunity arises, you do something good for them. This process increases cooperation between the two parties and facilitates the development of new relationships or the improvement of old ones. The reciprocity rule is mutually beneficial because it allows giving to others without losing anything. This is the case because the person that receives our favor will probably help us in the future. As a result, following this principle is encouraged by our society and failing to comply with it by not giving anything after receiving something violates social norms. Studies found that this principle is so powerful that in most cases, people would feel indebtedness and reciprocate a favor to strangers or even people they dislike. As a result, this rule can be easily incorporated in your merchandising activities in order to affect the conversion prospects of your customers. This can be done by offering something to your customers or followers first and then asking them for something in return. E.g. you could offer free samples. This strategy is great because it gives a chance to your product to gain exposure since more consumers have an opportunity to interact with it. And it instills the need to reciprocate the favor to your customers, which makes it more likely that they will choose your brand. Another way to benefit from the reciprocity principle is by offering free content on your blog. When designing how visitors get access to your blog content most of the time, one of two strategies are implemented. You could either ask for something from the users before allowing them to access the content, such as their contact data, or you could offer them free access to it accompanied with a call to action later. With the first strategy, we reward the users for submitting their data by allowing them to access our content. And with the second strategy, we employ the reciprocity principle. We give them free access to our content and at the end, we ask them for something in return. And it's up to them to decide if they want to return the favor. With the reward strategy, more users would leave our website without taking any action because they would be reluctant to offer their personal information before seeing the content. Usually, the second strategy is more successful since it leverages the reciprocal nature of human transactions. Therefore, in this case, users would be more inclined to return the favor by buying what we offer or complete other actions. At the same time, they also view us as a given brand and they are more willing to cooperate in the future. Of course, depending on the value of the content you are offering, there are a lot of things to take into account. There are plenty of opportunities to leverage the reciprocity principle. Some of them are by offering free trials, periodically newsletters, branded items, exclusive content, and more. Another element of reciprocity that increases cooperation is trust. Generally, when we show trust towards others, in return, they exhibit trust towards us. Again, this is a natural reaction that is ingrained in us and facilitates social bonding. There are a lot of ways to utilize this principle. One of them is to show that you trust your users by not asking for excessive information with lengthy forms. Let's summarize what we discussed in this lecture. According to the reciprocity principle, we feel obligated to give back to someone who has given something to us. This is an innate reaction and it is also strengthened during the process of socialization. To appease this innate reciprocal instinct, brands can offer to their customers free samples, trials, and more. Intertwined with the reciprocity principle is the concept of showing trust towards your customers and in return, they are inclined to do the same. Following these principles helps you increase the cooperation of your customers and improve their perception towards your brand. 4. Scarcity - How to boost sales by making your products scarce: Scarcity. In this lecture, we will learn about the effects of scarcity, the reasons behind its effectiveness, and how to use it to your advantage. In 1975, social psychologists Steven Worchel conducted an experiment. He asked participants to taste and rate a chocolate chip cookie that was given to them from a jar. The jar for half of the participants contain ten cookies, and for the other half, they contain just two. The cookies in both cases where the same, but the cookies in the jar that contained only a few of them received the highest ratings. What does this experiment reveal about human nature? We base part of our judgment towards the worth of an item on its availability. Items that are more rare are perceived as more valuable compared to easily accessed ones. This psychological phenomenon is what we call the scarcity principle, the principle is not only limited to items, we also use it when assessing opportunities, content, and more. There are a lot of factors that lead to this perception of worth when it comes to less available items, the most important is that usually items that are less available are of better quality. Therefore, we use this rule when evaluating an item. But bear in mind that in order for the item to be more desired, the loss of availability has to be a result of high social demand for the item. Conversely, items that are rare because only a few are produced, won't induce the same extent of the scarcity principle. When we see that there is limited quantity of an item because of its popularity, we view it as a limited resource and we are scared that someone might get it before we do. This activates our competitive instincts. These instincts usually motivate those who are indecisive about the item or service and force them to take action and to complete the purchase. Meanwhile, when an item becomes less available, we feel like we lose our freedom to buy it whenever we want. Therefore, since the market decides if we will have the opportunity to get it, we experienced loss of control over the situation. The awareness of this fact makes us want to protect our freedom of accessing the item and simultaneously makes us desire the item that we risk losing more than before. The scarcity principle appears to be very powerful in generating sales. There are multiple ways to leverage it. The most popular one is by showing to your customers how many items are still available for purchase. This method is predominantly used in e-commerce websites, and it serves the purpose of making the item appear scarce and therefore more desirable. To reinforce this effect, you could use phrases like almost sold out. Or you could be more specific by stating only one left in stock. Apart from this, you can display items that have been already sold out in order to create a sense of urgency to your customers. Another way to instill a sense of scarcity is by setting deadlines. In other words, you set a time period of the availability of your item or service. You could e.g. offer a sale on some items for a few days. The most powerful method is a combination between the two. More consumers will be inclined to buy an item when the quantity that is left available is low and the time they have to buy it is shrinking. Apart from setting quantity or time limitations on item availability, you could increase the desirability of a product by making the item exclusive and therefore allowing only some customers to access it. These exclusive products attract customers who seek to obtain something scarce and consequently more valuable and special. Such items can be those that are part of a limited edition. In this case, you need to highlight that these items are exclusive. When it comes to services, exclusivity can be established by allowing access only to some members or by offering premium or extra features. Let's summarize what we discussed in this lecture. According to the scarcity principle, we tend to consider things that are harder to obtain as more worthy. A lot of factors contribute to this outcome. The most significant is that to determine the value of an item, we base our judgment on whether or not there is a demand for it. We also get competitive when our resources become limited and at the same time, we dislike losing the freedom to get the item. All these factors make the item more desirable. There are plenty of ways to employ this principle and boost your sales. Some of them are by showing to your customers that the number of available items is declining, by limiting the time period of availability and by creating exclusive items and services. 5. Loss Aversion - How to make customers unwilling to let go of your products: Loss aversion. In this lecture, we will learn about the loss aversion principle and how to utilize it in our marketing strategy. Suppose you are given the option to choose between $5 discount on your purchase or a $5 gift card. What would you choose? Chances are you would rather have the discount. There is a psychological principle that operates behind the scenes and influences your decision-making. We, as humans, are designed in a way that we tend to pay more attention to negative information. This mechanism is necessary because it is vital for us to analyze threats in our environment and managed to survive. We also respond stronger to negative news, even if they aren't actual threats. But simply words about something negative. Positive information is still important, but negative information weighs more heavily on us. In this context, it is no wonder that we dislike negative experiences such as losing something we own more than we enjoy positive experiences such as gaining something new. This preference towards avoiding losses compared to acquiring gains is called loss aversion. Researchers Daniel Kahneman and Amos Tversky discovered this principle. Participants in their study were given an object. Then they were asked whether to keep their object or exchange it for another object of similar value. 86% of the participants decided to keep the object they were initially given. How can we employ this principle in our marketing strategy? The loss aversion principle can be implemented for items or services that customers have the option to own before buying them. E.g. you could give to your customers a free trial period to your service. During this time, potential buyers would familiarize themselves with your product, become accustomed to using, and when the trial period ended, they would be more motivated to avoid losing access to it since they would consider it theirs. The same logic can be applied to specific features of your service or product by making them available to everyone for a certain time and then withdrawing access to them. It's also significant that customers will feel loss aversion even before owning the product. The loss of opportunity to get it is a strong motivator. Therefore, we can employ the scarcity principle by presenting our product as a limited resource. We could e.g. inform our customers, how many items are still available in stock, or we could limit the time they have access to an offer. Similarly, loss aversion will be caused if they don't get what is available to them as part of a purchase. For instance, you could offer a discount code, free shipping, or free samples. These offers will motivate those who are indecisive about the purchase. Let's do a synopsis of what we discussed in this lecture. We are designed to give priority to negative news. Therefore, we are driven more strongly to avoid losses. Because by losing something, we can feel negative emotions rather than to achieve gains. This psychological principle is called loss aversion. Utilizing this principle in your marketing strategy can be highly effective. To do so, you may offer free trials, create limited time offers, provide gifts to facilitate the final purchase and more. 6. Social Proof - How to boost the sales of your products by utilizing opinions: Social proof. In this lecture, we will learn about the psychological principle of social proof. What it is, as well as how to utilize it. Have you ever been looking for a nice place to eat with your friends and as you pass by, you notice that some restaurants are quite empty and others are full. To which would you be more drawn towards? Most people in this instance would prefer the crowded one solely because it appears that more people have chosen it. Trusting others and imitating their actions is attributed to the phenomenon of social proof. Social proof, in other words, as Cialdini describes it, is the theory that people will adopt the beliefs or actions of a group of people they like or trust. Why is that the case? We always come across new information and experiences. Examining everything from the start would take an enormous amount of time. Therefore, when we are unsure about something, we simply notice how others view the situation we assume that they are doing the right thing and we simply imitate their actions. And in fact, most of the time, this assumption works quite well and helps us avoid mistakes. Another reason why we follow the steps of others is that we want to operate within the social limits of what is acceptable and correct behavior. By doing what other people are doing, we probably are within those limits. An interesting fact about human psychology is that to evaluate the correctness of a behavior, we check whether or not others are adopting it. Also, the more people are doing an action, the more right or justifiable it is considered to be. The mere fact that we believe in idea to be correct based on the volume of social evidence for it, has made social proof one of the most widely spread marketing methods of convincing consumers to buy products. Social proof can be used in a variety of ways. Some of them include claims from authority figures and others, content generated by the users of the product. We tend to trust the opinion of those who are more knowledgeable than we are on a topic. Therefore, it is no wonder that when an expert recommends a product, we consider it proof of its quality. As a result, having experts promote your products can be beneficial since it will increase its trustworthiness. Along with experts, celebrities can also provide a form of social proof. Usually, celebrities have a large number of followers that like them, relate to them and also trust their opinion. Thus, if you want your product to target their followers, you could pay a celebrity to endorse your product or service. Another way to increase the social proof of your website is by showing what previous users have done. E.g. you could display the number of shares opposed has had. Or if it is an e-commerce website, what are the most popular products and the bestsellers. Previous users can also contribute to creating a sense of social proof for a product by providing their ratings and reviews. Another part of social proof is unity. In other words, the state of being united or joined as a whole. We are social creatures and we need to feel included and part of a group. Thus, we are willing to buy a product or service if they can help us achieve that. To benefit from this principle, you can strive towards fostering a sense of belonging when marketing your product. You could e.g. use phrases like join our community or get exclusive access. Let's review the key points of this lecture. Social proof is the theory that suggests that we adopt the beliefs and actions of others and especially of those we trust. A few factors contribute to this phenomenon. We are most of the time faced with uncertainty and we need guidance. We look up to others so we can define the appropriate behavior to follow. And we also evaluate the correctness of an action based on how many other people do the same. To include social proof in your marketing, you could ask experts and celebrities to endorse your product or service. And you could also ask users for their ratings and reviews. Finally, you could create a sense of unity and belonging by marketing products as items that will help your customers become a part of a community. 7. Decision Fatigue - Why and how to offer the right amount of product options: Decision fatigue. In this lecture, we will learn how consumers react when they are faced with a variety of options, as well as how to offer your products in a way that makes it easier for them to navigate and bind them. Have you ever visited a supermarket and felt overwhelmed by the multitude of options and unable to decide which item to pick? It's pretty common. When it comes to making choices consumers enjoy having a variety of options, but they tend to buy less when presented with a plethora of items. This is the conclusion that a Columbia University study reached. Researchers conducted an experiment where they offered a different number of jam options to potential buyers. Some customers were presented with a collection of six jams and others with four times more jams compared to the first group. The bigger variety of jams attracted more attention and more potential buyers started looking through them. But this wasn't enough to generate sales close to the ones that the small collection of jams did. In fact, those who encountered the small selection, we're about ten times more eager to buy one. From the customers who visited the small selection 30% bought one. Compared with the big selection where only 3% of the customers bought a jam. This study makes it quite clear that an overabundance of choices caused consumer choice overload and discouraged them from selecting and buying products. To avoid this outcome, try to limit the amount of options a potential buyer has. This is a specialty necessary if you are offering a variety of similar options. In that case, try to make them distinct from each other. So each option offers an essential variation. You need to offer a sufficient number of choices so that consumers can find what they need. But not so many, that they can't pick one of them. To find a good balance between the two try testing the options that are being offered and their number. Be aware that choice overload happens not only when consumers are presented with the items they might buy, but through their navigation to your website and across the whole shopping process. For this reason, you need to limit the number of small decisions they have to make from the product list page to the checkout. This is the case because when consumers have to make many choices, eventually their cognitive resources get depleted. As a result, every subsequent tasks seems more daunting to them and they become more reluctant to continue making choices. All in all, this equates less sales. To combat this phenomenon, you may tailor the available choices to your consumers needs. So he has less options and the one he sees are relevant to them. This can be done by using recommendation engines, offering the option to filter and sort products, and also by suggesting similar products. To also help the consumer find faster what he wants and pay attention to specific features of a product you could use labels, tags, or zoom buttons. Let's summarize what we discussed in this lecture. Offering a variety of available options isn't always a good thing and it can have an unforeseen adverse effect on sales. Your best bet is to reduce their number and make them distinct from each other. Always test them to find a perfect balance. Consumers also experience decision fatigue when they are expected to make multiple choices throughout their navigation to your website. Try to simplify their decision-making process by directing their attention to what they might need and by tailoring the items they see to their preferences. 8. Confirmation Bias - Why first impressions count and how to influence them: Confirmation bias. In this lecture, we will learn about the confirmation bias, what it is, its effect, and how to utilize it in your marketing strategy. Suppose you come across a homeless man on the street. Have you start wondering why did he end up homeless? You would probably come up with one of two reasons. You would either think he didn't try hard enough to achieve more in his life or that life is unfair. And no matter what, he couldn't make it. Either way, you came across a fact in this case that he is homeless and you applied a justification to it. But the truth of the matter is we don't really know why he is homeless. So where do we base our assumptions? This phenomenon is what psychologists call confirmation bias, refers to our tendency to use our pre-existing ideas and experiences to generate assumptions about situations and things in a way that matches them. So in the previous example, if we think that life is unfair, seeing the homeless man will confirm and reinforce that idea. It is quite significant that we are open to information that confirms our pre-existing ideas. But we are prone to shun or disregard ideas that are in opposition with the ones we hold. This is especially prevalent when discussing topics like politics and religion. This bias creates a lens through which we view pretty much anything we encounter. If we see something new and we don't have yet an opinion about it, we will quickly form it. For instance, when someone visits your website for the first time, it takes them about less than a second to get an impression about it based primarily on its visual appeal. This impression, once it is formed, it remains consistent through their interaction with your product or service and affects how they view all of its individual aspects. Generally, users that have a positive impression of a website tend to spend more time on it and they persist more in completing tasks. Therefore, it is important that we create a positive first impression on our consumers with our products and services. Let's review some ways to achieve that and use the confirmation bias to our advantage. One of the most important things you can do is to create an appealing product. Try to test different designs with different target audiences to find the best. And always try to create user-friendly websites to eliminate the frustration users might experience when using it. It is also necessary to make them feel that they are in good hands. Their money is safe and they will get the product they need. To achieve this, you can offer social proof. This may consist of testimonials, reviews, ratings, celebrity endorsements, and more. By doing so, potential consumers will view your product as trustworthy since other people are happy using it. Also when it comes to their money, you may offer money-back guarantees and payment with credible payment methods. Another more subtle way to take advantage of the confirmation bias is to appeal to your consumers needs for a solution to a problem when your product offers that solution. To accomplish this, you need to first and foremost, understand the problem that your target demographic is facing and showcase how the solution you are offering can benefit them. By doing so, you acknowledged that a problem exists, reinforcing their preexisting bias, and you provide a way to solve it. You could also take into account who your target audience is and who they are trying to become. And then mirror that ideal self and your products. For instance, if your audience is active young men with environmental consciousness, you may show a picture of a man and a bike moving around while wearing the clothes you want to sell. By doing so, consumers will associate your products with the version of themselves they are aspiring to become. Their cognitive bias will be triggered and they will be more prone to buy that product. A more broad use of the confirmation bias would be to create a positive brand image. And as a result, make your consumers see your brand in a positive light in other areas, this phenomenon is called halo effect. To create a favorable brand image, strive to offer a great shopping experience to your consumers. You may also offer them free shipping and guarantees for your products. At the same time to show your awareness towards bigger issues, you could support and promote political, social, or environmental causes. E.g. you could offer sustainable and eco-friendly items. In this case, you need to be in touch with what your target audience cares about the most. Let's sum up what we discussed in this lecture. Confirmation bias refers to our tendency to interpret information based on our pre-existing ideas in a way that confirms them. We prefer ideas that confirm our own and we are less susceptible to foreign or opposing ideas are interpretations are formed quickly and they rarely change. To create a positive impression for your product. Try to make them visually appealing and user-friendly. Make consumers trust you by offering guarantees for their money and by providing social proof. Showcase how your product can fix your audience's pain points, inspire them to be their ideal self. And finally, create a positive brand image by offering a pleasurable shopping experience and by supporting causes that interest to your target audience. 9. Cognitive Fluency - How to create a sense of familiarity to entice customers: Cognitive fluency. In this lecture, we will learn what is cognitive fluency, how it affects consumers, and how to use it in our marketing strategy. Have you ever wonder why people tend to do the same things buy the same products and have the same opinions throughout their life and almost never change? Part of this outcome is fueled by our preference toward things that we consider easy. It's easier to do things we are used to doing rather than experiment with something new. This is caused by a cognitive bias called cognitive fluency. It refers to the feeling of ease or difficulty one experiences when he processes and completes a mental task. The emphasis here is not on the task in itself, but how the consumer perceives that task to be in terms of difficulty. Generally, if he perceives the task to be easy, he is more inclined to complete it. At the same time, he is more likely to make quick decisions when processing the task without investing much mental energy on it. On the other hand, if the task is perceived as difficult, consumers slowdown, think through their decisions and evaluate them more often. Why do some tasks appear to be easier than others? A major factor to this is familiarity. Tasks that were repeated in the past don't require a lot of analysis from us. We have already done that mental process and we already know how to do it again without much thought. The familiarity principle extends to more than repeating tasks. We develop a preference towards a variety of things we have been exposed to and experienced before. This could be people, beauty standards, words, expressions, and more. This phenomenon is known as a mere exposure effect. In other words, the more we encounter something, the easier it is to process it, and we develop a preference towards it. An important aspect of the familiarity principle in connection with cognitive fluency is that we tend to equate easy with familiarity. If something feels easy, it will be perceived as familiar. Thus, we will feel as if we have encountered this thing before and we view it in more positive light. For example when we encounter names similar to ones we have heard before, like Linda, we find them easier to remember compared to rare and unique names like Henrietta. Therefore, when designing websites and other products, you need to make them look familiar so they require minimum effort to process. Follow the conventions most websites use. E.g. plays a header at the top of the page. By doing so, users will be able to find faster what they are looking for because everything will be at the expected place. You may also create websites that have a simple design, to achieve that, avoid clutter and distractions like running screens and big animations. Instead, use more whitespaces. This minimalistic design is very common nowadays. But keep in mind that you need to adjust your design to your target audience preferences. So it feels easy for them to navigate and explore your website. Also, pay attention to how user-friendly your website is and if needed, provide easy to follow instructions on any complicated task. Another important part to how cognitively fluent your product is play the fonts that you use. Opt for fonts that are easy to read. Studies have shown that the harder is to read instructions for an activity, the harder and more time-consuming the activity is expected to be by those who read it. The readability of the fonts also affects how truthful your claims appear to be. So make sure to use the right contrast between the color of the font and the background, because this will allow faster mental processing. Another way to create cognitive fluency is by using words your consumers understand. If, for instance, you are selling electronic products to non tech savvy consumers, adjust your vocabulary so they can understand. At the same time when naming your products, use words that are easy to pronounce. As a result, they will be easier to process and remember. Let's review the key points of this lecture. Cognitive fluency refers to the feeling of ease or difficulty one experiences when presented with a mental task, we tend to prefer things that seem easy. When that is the case. We also make quick decisions that don't require much mental effort and evaluation and we consider them familiar. To take advantage of the cognitive fluency bias, create simple, user-friendly designs. Use easily readable fonts and words that are comprehensible and easy to pronounce. These adjustments will help consumers process faster the information, understand it, and memorize it. 10. How does price affect purchase decisions and the consumer's experience: The effects of price. In this lecture, we will learn about how the price of a product affects consumers and how to take advantage of these effects in our marketing strategy. Do you expect an expensive bottle of wine to taste better than a cheap one? Experiments revealed that people actually do. Participants were given the same bottle of wine. But half of them were told that the wine cost at $45 and the other half that its price was $5. Those who try the supposedly expensive wine reported that it tasted better. We can conclude from this experiment and our own experience that we expect an expensive product to be better than a cheap product. Other studies revealed that taste is not the only element where the item's price affects our experience with it, but depending on the purpose of the product, it also impacts its effectiveness. For instance, participants who drank an energy drink that was priced at regular price felt less fatigue and performed better in solving word puzzles than those who got it with a discounted price. The same conclusion was reached when participants were given expensive medicine. The expensive pill produced far better results for patients than the cheap one. Even though the pills were in fact the same in both cases. This is what we call the placebo effect. In other words, the phenomenon of receiving a drug with no beneficial properties whatsoever and reporting improvement in health. Since the drug couldn't cause this outcome, the improvement was due to the patient's beliefs and expectations about it. It is therefore obvious that what we expect to happen influences our perception for what actually happens. Consequently, when pricing products, we need to keep in mind that customers that buy expensive products enjoy the experience more than those who buy them cheaper. In other words, the perception of increased value generates positive effects. This is especially true for luxury items. Customers when conducting a purchase besides the pleasure they expect to get by buying the item also take into account if this is the best way to spend their money. Thus, they consider a few alternatives and come to a conclusion. E.g. they might think, should I buy new furniture or take a trip? At the same time, they evaluate how good the deal is and they feel positive emotions or negative ones, depending on what they expected and what they actually get out of the deal. This is called transaction utility and was developed by Richard Thaler. Put differently, it is the difference between the actual price and the price you expect to pay, the reference price. Suppose you go shopping with the expectation of buying a pair of pants that cost about $40. As you arrive, you notice that there is a 50% discount and now your pants from 40 cost $20. You would probably be thrilled with the price reduction. You save $20 that you would otherwise spend on the pants. Thus you gained transaction utility. The opposite is also true. If their price was higher than you expected it to be, you would gain low transaction utility from the purchase accompanied with negative emotions. The pleasure we feel when we encounter an item with a lower price than the reference one, makes the item appear more desirable and it can trick us into buying items we don't really need. And on the other hand, if the price is higher than the one we expected, it might prevent us from buying useful ones. To take advantage of this phenomenon, you can create a high reference price and then offer a discount for the item. You may even choose to always have an ongoing sale. This strategy works best for items that customers by infrequently and whose quality is difficult to assess, such as rugs and furniture. You could also offer a discounted price to a target audience. These offers are profitable because consumers will feel transaction utility and loss aversion at the same time. This happens because those who are entitled to any advantage will go a long way not to lose that advantage. For instance, price sensitivity, it can be applied to discounts for students. Let's review the key points of this lecture. What we expect to happen when buying and using a product affects our experience with it. We generally believed that expensive products deliver better experiences. When consumers consider buying a product, take into account alternative ways to spend their money. And they also evaluate how good a deal is. If they expected to pay more for an item, they feel happiness if it is discounted. As a result, sales have a powerful effect on consumers and can be very profitable. But keep in mind that if you are trying to improve the quality of the user's experience, a high price would be more appropriate. All-in-all, always take into account who is the target audience. Consumer demand in the marketplace where you are operating. 11. Decoy Effect - How to sell products at higher prices: Decoy effect. In this lecture, we will learn what is the decoy effect? Why is it so effective? And we will discuss some practical examples on how to implement it. If you were looking for subscription options on your favorite magazine, and you came across these options, an online subscription for $59, a print subscription for 125, and an online and print subscription for 125. Which one stands out is the best value for your money? Which one would you choose? These options were part of an experiment Dan Ariely performed. Overwhelmingly, participants went for the deal that combined print and online subscription, which seems quite reasonable. But when he presented the participants with only two options after removing the print only subscription option, participants pick the online-only subscription and not the combination of the two. Why was that the case? If they were previously interested in getting both an online and print subscription, why were they so fast a disregard the option that offered them both when the print only option was removed. To answer this question, we need to understand how our minds and in particular, the concepts of relativity work. As author Dan Ariely describes in his book, Predictably Irrational, our brains always perform comparisons. We need to look at things in relation to others, and we have a hard time judging absolute values. This applies to everything we see an experience, whether it is physical, mental, or emotional. In his experiment, potential buyers compare the three options and notice that relative to the print subscription, the combination of the online and print offers both for the same price. Consequently, it seems to be the best choice. He also points out that we avoid comparing things that cannot be compared easily, but we compare things that are easily comparable. For instance, when customers encountered the first option, they noticed that it was quite different from the rest in terms of price. But the last two options were quite similar. So it was easy to compare them and then pick the best one of them. Since there was no point of comparison for the online only option. And they already concluded that the best was the combo of online and print subscription between the last option, they finally decided to choose the last one. Therefore, the mere fact that we have the opportunity to compare the last option against each other encourages us to purchase one of them. In retrospect, it becomes clear that the print only subscription option was there to make the last option looked like a better deal and therefore more appealing. It was, in other words, used as a decoy. Therefore, to increase the conversion rate of any of your products, you can offer an inferior product at the same price or almost at the same price as a better one. Another way to make use of the decoy effect is by offering a product priced higher than the one you actually want to sell. This strategy is often employed in restaurants were on the menu, you will see very expensive items that are rarely purchased. When the customers see those items and decide what to buy. A second best or mid-range priced item compared to them, appears to be relatively cheaper. As a result, picking those items happens as a compromise. If the decoy didn't exist therefore, the higher price references weren't there they would compare the prices of the existing ones and they would probably get the cheapest of them, leading to loss of revenue for the restaurant. Let's summarize what we learned in this lecture. We tend to estimate an items of value and at the same time, guide our decisions based on how an item appears in comparison to others. We also group items that are easily comparable with each other and disregard items that we can't compare and therefore assess their value. In a nutshell, comparisons are a very important part of the buyers process. Marketers can influence the decision-making process of our customers and steer them towards one decision by using decoy products. Decoy products are those that are used to make other items look like a better deal. These products can be used in a variety of ways. Some of them include a decoy that is inferior, but as the same price as a product we want to sell. Or a decoy that is priced higher than them in order to boost their sales. 12. Anchoring - How to make your product prices look like a bargain: Anchoring. In this lecture, we will discuss what is anchoring, where and how it manifests and how to utilize it in your marketing strategy. When we're in the process of deciding whether to buy a product or not, we always take into account its price. Most of the time, we are willing to accept a range of prices, but they have to be within some limits. How are these limits set? If we have encountered products similar to this one before we have a value stored in our mind on how much the item should cost. This value is what we call an anchor. Therefore, if e.g. we are used to buying our coffee for $2, the $2 price will be the anchor price, and we will use it to compare and evaluate coffee prices on future purchases. An anchor price is affected by the prices we encounter for a product, but it is defined based on what we are willing to pay for it. So in the previous example, even though coffee usually costs $2, if we buy or consider buying coffee that costs $3, the new price becomes our anchor point for our next coffee purchases. But what happens when we come across an unfamiliar product and we don't have a reference to compare it with, which is the anchor point in that case? In that instance, the price of that item that we first encounter becomes the anchor point we use from now on for similar products. Anchors after they are sent don't always remain the same. For prices that change constantly, like gas, our anchor is redefined. But for products that we buy rarely are anchors change more sporadically. As Dan Ariely describes in his book, Predictably Irrational. A research by Uri Simonsohn, revealed that people after moving to a new city, if they decide to buy a house immediately, they tend to buy it in the same price range that they were comfortable with when buying in their previous location. At the same time. Because of this, they tend to disregard other aspects of the real estate, such as its size. But those that don't buy real estate after about a year after moving to the new location, are accustomed to the prices of the new market and as a result, able to change their anchors and buy the houses that suit their needs. Until we have examined how anchors are formed and how they affect us when evaluating prices. The process so far was based on logic, but at times our anchors are based on unrelated and seemingly irrational factors. To elaborate, Let's do an experiment. Suppose you're asked if you'd be willing to give $5 on a charity cause and then asked to donate any amount of money. How much would you donate? Would your donation be close to $5 or would it be a far greater or smaller number? Chances are the five-dollar price point operated as your anchor and you chose a number close to it. If this is the case, then the random number five effectively informed your decision about the amount of your donation. Why did this happen? Part of the reason for this effect is due to priming. As soon as we see the initial price or we are given a number, our minds automatically and without our awareness, generate ideas similar and coherent with each other. Therefore, as Daniel Kahneman states in his book, Thinking Fast and Slow, we construct a world where the anchors the true number. In other words, since we decided that that is the initial price, everything else has to be coherent with that decision. This is called associative coherence. And it explains why we chose a number close to five for our donation. The effects of anchors don't stop there. Since we always strive to create a coherent perception of what we see and experience, anchors play a part in this process. As Dan Ariely suggests, when we are presented with prices, we use them to evaluate future purchases and at the same time to judge the fairness of prices of other products in the same product category. But as he points out, the initial prices are largely arbitrary and can be influenced by cues or questions asked before being presented with the price. As a result, an arbitrary coherence is created and it will affect our decisions in the future. Since the anchoring is such a strong cognitive bias, marketers employ it when deciding on their pricing strategies. When pricing a product that is different from the rest and customers haven't established an anchor price for it yet, it is best to strive towards a high anchor price. This allows you to make offers for lower prices later. But since they anchor price is high, the lower prices will be perceived as a bargain and will entice more consumers. If you are pricing a product similar to existing products, the best practice would be to differentiate your product from those that your competitors are offering. This can be achieved by clearly stating its benefits compared to the other competing products or by making the experience of getting it feel unique. In other words, you need to create the perception that no other similar product exists. And as a result, be in a position to set the initial anchor at the price you desire. A more practical and effective way to use anchors is by offering products that display the original price and close to it the discounted one crossed out. You may also specify the percentage of the price reduction. Let's summarize what we discussed in this lecture. Whenever we are faced with the decision to buy a product, we compare its price with an anchor price that we are used to paying for this product category. If this product is unique, it's price will be set as the anchor point. Anchors at times change and for some products more than others. Some anchors are set based on arbitrary factors, but they have the same effect on us as if they were justified. Anchors exist because our brains create coherence in what we experience. In your pricing strategy, you can utilize the effects of priming by setting high initial prices for unique products or by differentiating your product and then setting the desired price. 13. Bundling - How to increase value and sales with strategic product combinations: Bundling. In this lesson, we will learn what is bundling and how to effectively use it. Let's begin. Imagine you're eyeing a new gaming console alone. It's appealing, but when it's packaged with top rated games, an extra controller and a subscription to an online service, all at a discounted rate, it's irresistible. This is bundling, at its finest, combining products or services together as a package deal, often at a price that's lower than if you were to buy each item separately. It's a win win. Our customers get more for their money and we sell more products. How can we create irresistible bundles? Starting from the basics, we need to select the right products to bundle. The key is finding products that complement each other. Keep in mind that we want our customers to not just see a collection of items, but to see a solution to a problem or an enhancement to their lifestyle. This emotional connection is what makes bundles particularly effective. Take the gaming console example. By adding games and a controller, it's no longer just a console, it becomes a complete gaming experience. Similarly, in a beauty store, a bundle of face wash, moisturizer and sunscreen isn't just a set of products. It's a promise of radiant healthy skin. When customers see this, they don't just see containers. They envision the glow and feel of well cared for skin. But why stop at just complimentary products, seasonal or themed bundles? Take this concept a step further. These are packages designed around a specific time of year or holiday. For instance, we can create a Summer essentials bundle with sunscreen and alo vera gel. This bundling is appealing because it's timely, relevant, and often evokes a sense of urgency and excitement. Additionally, a helpful guide in combining products for our bundles are our customers desires. How do we figure them out? We can simply analyze which products they often purchase together. For example, in an electronic store, if we notice that customers buy projectors and rollable screens together, we can create a bundle that includes both products. This strategy makes shopping more convenient for them. On top of that, to unearth even richer insight, we can analyze customer reviews, conduct surveys, and directly ask customers what they wish to see in a bundle. These responses are invaluable for creating bundles that align with their preferences and needs. Another approach is allowing customers to pick what products they want to include in a bundle from a selected range of products. For example, when customers are looking for a TV, we could suggest bundling it with speakers or other related products. This personalized option not only caters to individual tastes, but also boosts our sales. As customers are more inclined to buy bundles they've personally assembled to further elevate the appeal of our bundles, we can include items in them that trigger emotional and psychological responses. Let's look into this. Consider how would customers react if there was a surprise item or a sample in the bundle. Wouldn't that make the bundle more appealing? We are hard wired to find pleasure in surprise and new discoveries, introducing an unpredictable element, such as a mystery book in a literary bundle not only enriches the value, but also injects excitement. This element of surprise is also likely to motivate customers to keep buying our bundles because it piques their curiosity about future surprises. Creating exclusive or limited addition bundles is another effective strategy. With these bundles, we need to highlight the uniqueness and limited availability of the products. For example, if you're offering a skincare bundle with a limited addition facial serum, you could emphasize its unique ingredients, limited run, and the special benefits it offers. This can create a sense of urgency and desirability among potential buyers. Another effective strategy is to offer the bundle at a discount. Take, for instance a high end TV and audio equipment priced at $1,700 While the total cost of buying each product individually would be $2,000 By buying the items as a bundle, customers save $300 This $300 saving should be prominently highlighted because it makes our customers feel that they are securing a great deal, which is a powerful incentive for making a purchase. Having delved into the essentials of bundle composition and the psychological triggers that drive sales, it's also crucial to strategize on how we can bring attention to our bundles. Let's explore some ways to make our bundles stand out to our customers. First, use eye catching visuals. Why do visuals matter? It's simple. Our eyes are naturally attracted to beautiful things. Think about a gourmet food bundle. If it's just thrown together in a plain box, it might not get much attention. But imagine it presented in a stylish basket adorned with elegant wrapping. This visual appeal can make a big difference. The packaging isn't just about protecting the product, it's about making a statement. It tells a story about the quality and care put into it. Next, consider when our bundles are presented to the customer. For example, on a website, we can suggest bundles or complimentary items. As customers browse individual products, if they're looking at a camera, the website can suggest a warranty and a memory card. The customer is already interested in a camera. By showing them items that enhance their initial purchase, we're making their shopping experience easier and more efficient. It's like saying, here's everything you need alongside bundles. There's another powerful tool at our disposal, add ons. What are add ons? These are additional products or services offered to our customers at the point of purchase. They are usually related to the primary product, but are sold separately. They are presented after the customer has made a decision to purchase the main product, but before finalizing the transaction. This can be during the checkout process in an online store or at the cash register in a physical store, for instance. When buying a laptop, an add on might be a protective case or an extended warranty service. This approach encourages impulse purchases of these add ons as customers realize the extra value they could get. In conclusion, bundling when strategically used, not only enhances customer value perception, but can also increase sales volume. As an exercise, pick a product such as a high quality camera and develop a bundle around it. Consider what complimentary products or services you would include, how you would price the bundle, and what customer needs or desires you are addressing. 14. Free - Why and how to use this powerful term: In this lecture, we will learn about the power of the word free. Why is it so effective? And how to include it in our marketing strategy? Suppose you're at a supermarket looking for tea. You spot in your favorite brand. But you'll notice that another brand offers a pack of tea with a free cup along with it at the same price. But the tea with the free gift isn't what you're used to drinking and might turn out to not be your cup of tea. Which one would you choose? Most people would prefer the one with the free gift because getting something for free feels good. And they would in fact go to great lengths to get a free item. In other circumstances, e.g. they might wait in long lines to get a free ice cream. This inclination of ours towards free items was studied in a series of experiments. As Ariely describes in his book, Predictably Irrational, participants were asked to choose between a Hershey's Kiss and the Lindt chocolate truffle. The Hershey's Kiss is an inexpensive type of chocolate treat, and the lint truffle tastes better in comparison. In the first experiment, the kiss was priced at $0.01 and the lint at $0.15. When presented with the two options, most of the students, about 73% of them chose the lint. On the second experiment, they had to choose between a kiss that was now free instead of $0.01. And the lint that was now priced at $0.14. This time around, participants overwhelmingly preferred the free Kid Chocolate. Why did a $0.01 difference produced so different results? Why are we so drawn to free items to the point we disregard better deals. Big part of our decision process is based on avoiding losses. Whenever we lose something, even if it is a small amount of money, we feel negative emotions. Thus, it is expected to experience happiness when we encounter something that you don't have to pay for when you normally would. At the same time, the process of estimating if buying an item is the right choice is eliminated when you get something for free. Therefore, you don't have to worry at all if you made the right choice to spend your money on this item instead of another. In other words, picking a free item is a no-brainer. All in all, taking a free item gives us a rush of excitement and positive emotions and makes it easy to blind us to its shortcomings. And at the same time makes us disregard other better deals. All of these effects make providing something for free a great marketing strategy. There are a lot of things you can offer for free to lure customers into making a purchase. You could offer free shipping, free samples, or you could give something for free when a customer purchases an item. Let's do a synopsis of what we discussed in this lecture. We enjoy getting things for free. There are a few factors that contribute to this. Our need to avoid losses big or small. And the fact that we don't need to overthink are buying decision. Therefore, giving something for free yields far greater results than giving something in a very low price. At the same time, we are drawn to the free items to the extent that we dismiss other better deals. The term free belongs to what we call good terms. In other words, terms that are strategically used to inspire consumers and make them feel positive emotions. And it can be used in a variety of ways. Most commonly, by giving something away as part of a purchase. 15. New - Why and how to use this potent term: Novelty. In this lecture, we will learn about novelty. What are its effects and how to integrate it in your marketing strategy. You will encounter the word new in pretty much anything someone is trying to sell, new products, new features, new ingredients are only a few examples. And that is no coincidence. We, as humans are magnetized by everything knew. Why is this the case? Humans from the beginning of time have been searching for new food sources in an effort to get a variety of nutrients and vitamins, as well as new elements in nature that would help us survive. As a matter of fact, whenever we make the decision to eat something new or to do something novel, we get excited and our brains release dopamine as a reward mechanism. Therefore, it is hard wired within us to always be in the search for new items. To take advantage of this phenomenon and your marketing at tags with the word new on your recently added products and market them as such. Furthermore, our need for novelty extends further than that. We love innovations and products with innovative features. Whether they utilize revolutionary tech or allow us to do cool new things. We are drawn towards them. At the same time, we are eager to disregard any of their flaws. This phenomenon is called pro innovation bias. To make use of the pro innovation bias, make an effort to communicate to your customers what innovative features your product has and how that benefits them. Finally, our passion for novelty is intertwined with our desire for regeneration. In other words, we liked the idea of starting fresh. To utilize this principle, you may market your products as necessary for the new year or new season. Let's sum up what we discussed in this lecture. The term new is everywhere. We love new items. This happens mostly because it is hard wired into our brains to always look for new resources in order to survive. We also like getting products that are innovative to the extent that we dismiss their shortcomings. Finally, we enjoy starting fresh and buying things that can help us with that. To take advantage of our need for new, you could place a new tags on your products, emphasize their innovative features, and make your products appear necessary for any period that might give to your customers a chance to start there. 16. Color psychology - How to use colors to influence customer perceptions: Color psychology. In this lesson, we will learn how colors influence the perceptions and behaviors of our customers. Let's begin. Have you ever felt drawn to a product because of its color? That's color psychology at work. Colors can grab our attention, influence our buying decisions, and even create emotional connections. Let's see how this works in practice. Think of Coca Cola. What color do you associate with this brand? Red, right? Coca Cola's use of red is iconic. But why red? Red is a color that stands for excitement, energy, and passion. It's also incredibly attention grabbing. Coca Cola's consistent use of red in its branding and advertising has helped create a strong brand identity. Red evokes feelings of youthfulness and vibrancy, which aligns perfectly with its brand image. Now consider Starbucks and its famous Green logo. Why Green Green often represents nature, health, and tranquility. For Starbucks, a brand that started with the idea of being a third place between work and home. Green evokes a sense of calm and relaxation. It's a color that suggests an inviting space to take a break and enjoy a cup of coffee. This choice of color aligns with Starbucks aim to offer a comforting and warm experience to its customers. It is obvious that these brands have not just randomly picked a color, They've chosen colors that resonate with their brand values and the emotions they want to evoke in their customers. Since colors play such an important role, let's explore some commonly used colors and the emotions they elicit. Think about the color Red. What comes to your mind? Maybe excitement, passion, or even danger. That's because red is a color that really stands out and grabs attention. It's often used in places where you need to be alert, like stop signs or warning labels. That's why you often see red in clearance sale signs. It creates a sense of urgency and excitement, but it's also the color of love and passion. Think about Valentine's Day. Why do you think red has these associations? It's because it's such a bold color that evokes strong feelings. Now let's consider blue. When you see blue, how do you feel? Calm, trusting, maybe even a bit reflective. That's because blue is often associated with stability and reliability. It's why you see it so often in logos for banks or tech companies. They want to communicate that you can trust them. Blue also reminds us of the sky and the ocean, vast and dependable. Isn't it interesting how a color can make us feel secure? What about green? Green is the color of nature, isn't it? It often represents health growth and tranquility. When you see green and product packaging, especially for food or beauty products, it might make you think of natural and organic ingredients. It's a color that speaks of life and renewal. Why do you think hospitals and spas often use green? It's because it's soothing and gives a sense of well being. On the other hand, black is often associated with sophistication and power, which is why it's a popular choice in luxury product marketing. White can convey simplicity, cleanliness, and modernity. Yellow can signify happiness and optimism. Purple can feel luxurious or spiritual. Orange combines the energy of red and the happiness of yellow. It's like each color communicates in a silent language, influencing how we feel and react to the world around us. When considering the associations each color evokes, it is important to consider the context in which it appears. The same color can mean different things in different situations. For instance, green is often associated with nature and eco friendliness, which is why it's used by brands focused on the environment. However, in the financial sector, green can represent wealth and growth. Similarly, blue represents tranquility and reliability. But in a brand like Pepsi, it conveys a sense of coolness and refreshment. In conclusion, understanding these color associations helps us choose colors to influence consumer behavior and perception. We will learn how to strategically use colors in the next lesson. In the meantime, consider doing this exercise. Choose a product and brainstorm how different color schemes might change its perceived appeal. For example, how would a luxury watch be perceived if it was marketed in black versus bright yellow? What emotions and qualities did these colors convey? This exercise will not only deepen your understanding of color psychology, but also sharpen your strategic thinking in marketing. 17. Colors in branding and packaging - How to strategically select colors: Colors in branding and packaging. In this lesson, we will learn how to strategically use color psychology in our branding and packaging. Let's begin when building a brand, picking the right colors for our logo and branding materials is key. The colors for our logo and branding materials need to align with the emotions and message our brand aims to communicate. For example, what color would we pick for a financial or tech firm? Blue, right? Blue is often associated with trustworthiness and dependability traits, critical for these industries. After picking a color, it is important to stick with it. We need to use the same color everywhere, like in stores, advertisements, and websites. Consistency helps in making our brand instantly recognizable. For instance, when you see the red and yellow of Mcdonald's or the distinct blue of Facebook, you immediately know which brand it is. This instant recognition can sway customers to choose our brand over others that are less familiar to them. Colors also play an important role in product packaging. Let's look into how to choose the right color for our product. Firstly, consider what do I want the color to communicate about my product? When choosing a color for your product's packaging, pick one that matches what the product is and what you want to say. This way, the color quickly informs our consumers about the product. For example, have you noticed how baby products often use soft pastels? This is because these colors suggest gentleness, which is perfect for a baby's delicate skin. Another example is eco friendly products. What color do you often see on their packaging? Green, right? That's because green is often associated with nature and sustainability by using green. These brands are non verbally communicating their commitment to the environment. Then ask yourself, what color attracts my target audience? For example, kids are usually drawn to bright primary colors, such as red, blue, and yellow. In contrast, older people might prefer softer, more elegant colors. Being aware of these preferences is essential because we want the colors that our customers will like and connect with. Why does this matter? Colors can make us feel certain emotions. Think about your favorite color and how it makes you feel. Maybe it makes you feel happy or calm. This emotional connection is exactly what we want to create for our customers with our colors. If customers like the color of a product, they are likely to feel more connected to it. For example, if you're choosing between two brands of coffee, the color of the packaging can influence your decision. One brand uses warm, earthy colors, and the other uses bold, bright colors. Your choice might depend on what those colors communicate to you. Warm colors might make you think of a cozy comforting cup of coffee, while bright colors might suggest a more energetic and exciting experience. By choosing colors that resonate with our audiences, preferences and emotions, we can make our product more attractive to our customers. Also, if you plan to sell your products globally, keep in mind that colors mean different things in different cultures. For example, white is associated with purity and weddings in the West, but is used for funerals In some Eastern countries, red might mean danger in the West, but is a lucky color in China. When picking a color for your product, think about what it means in different cultures to make sure it fits well with your product and doesn't send the wrong message. Now let's look into some ways that we can bring attention to our products with a strategic use of color. Think about a shelf full of products, and then there's one that's in a bright red packaging. It naturally draws your eye, doesn't it? This is because our eyes are more sensitive to certain colors. Bright colors, like red or yellow have the ability to break through the visual clutter, making a product more noticeable. Sometimes it's not just a single color, but a combination that makes a difference. Have you noticed how some products use contrasting colors in their packaging? This is a deliberate choice. Combining colors that are opposite each other on the color wheel, like blue and orange, can create a visual appeal that's hard to ignore. They make each other stand out and can make a product pop. This strategy isn't limited to packaging alone. We can also use bright or contrasting colors on key elements of a product to highlight important information, like special deals or benefits of the product. For example, if there's a special offer or discount on a product, putting it in a bright color can quickly grab a customer's attention. The same principle can be applied on our website, on a website. Colors are not just decorative, they serve a functional purpose. They can guide users attention to important elements like call to action buttons or special offers. For example, have you ever seen a bright button on a website that just seems to pop out against a darker background? This isn't by chance a bright color against a darker background can make the button stand out and encourage clicks. In conclusion, colors when used correctly, can significantly influence consumer behavior and brand perception. But it's not just about choosing a color that looks good. It's about choosing a color that effectively conveys our brands message and resonates deeply with our target audience. In our next lesson, we will focus on how to use colors in our ads. See you there. 18. Colors in advertising - How to strategically use colors: Colors in ads. In this lesson, we will learn how to strategically use colors in our ads. Let's jump right in. Colors are not just important in our branding and product packaging, but also significantly impact the effectiveness of ads and promotions. When we see an ad, the colors are usually what we notice. First, setting the tone of our interaction with the product. For instance, a bright red can make us feel a sense of excitement and urgency, urging immediate action. While a calm blue may convey trustworthiness and reliability, making us feel that the product is trustworthy and high quality. Make sure to choose colors that align with the message you want to send about the product. However, the impact of color extends beyond the initial impression. When crafting an ad, the selection of colors is a strategic decision aimed at shaping the viewer's mood and emotional response. This is not just about choosing a color palette. It involves fine tuning the intensity and brightness of the colors to achieve the desired effect. Brighter, more saturated colors have the power to energize and captivate. Drawing the viewer's eye and holding their attention. These vivid colors can stir up strong feelings such as excitement, urgency, or enthusiasm. Making them ideal for promotions or calls to action. In contrast, softer, less saturated colors are more like a gentle embrace. They soothe and reassure the viewer. These colors are excellent for creating a sense of calm, trust, or reliability, and are often used in ads for products that want to convey safety, tranquility, or dependability, like health products or financial services. What about the warmth or coolness of colors? This is another important aspect. Warm colors, such as reds, oranges, and yellows invoke feelings of warmth, comfort, and familiarity. They're like sitting by a cozy fire and can create an atmosphere of intimacy and cheerfulness. This makes them ideal for ads that aim to comfort the viewer. Warm colors are also known to stimulate appetite. This is why they're often used in food advertisements. On the other hand, cool colors, like blues and greens, remind us of a clear sky or a calm sea. They bring a sense of calmness, professionalism, and tranquility. These are the colors you might choose for ads aimed to build trust or convey a sense of quality and stability. By carefully choosing and adjusting colors to align with the message and mood of the ad, we can create a more engaging and resonant experience. Encouraging viewers to not only notice but also connect with the product on a deeper level to practice. What we learned here is a simple exercise for you. Pick a brand with a distinct color, such as Coca Cola, Facebook or Mcdonald's study how this color appears in their logo packaging and adds what feelings is it likely to evoke in customers? How it influences their perception of the brand and the product? Then imagine if the brand changed its main color to something completely different. How would this change affect the brand's image, customer perception, and the overall feel of its advertising? This exercise will help you understand the powerful impact of color in branding and marketing. 19. Emotional Needs - How to address deep-rooted customer desires: Emotional needs. In this lesson, we will learn what emotional needs are and how brands use them to create deeper connections with their consumers. Let's dive right in. Picture yourself in a store, spotting the latest smartphone. It's sleek, it's new, and it's loaded with the latest features. Why do you think we're attracted to such items? Yes, they serve a basic purpose, but there's a deeper reason behind our attraction to them. Owning the latest model smartphone isn't just about making calls or sending texts. It's also about the statement it makes about who we are. It can make us feel trendy, successful or part of a certain social group. But why do these feelings matter? It's because deep down, we all have emotional needs. One of these needs is our longing for recognition and a sense of status among our peers. These aren't just passing wants. They are strong forces that shape the choices we make every day. When we choose to buy the latest smartphone, we are actually fulfilling these deeper emotional desires. As marketers, we need to understand these needs. This will help us craft messages that not just inform about our products, but tap into these needs. When a car is advertised, for instance, it's not just about its ability to transport you from one place to another. The focus might be on the prestigio offers, the sense of adventure it promises, or the safety it provides. This emotional appeal is far more compelling than a dry list of features. It speaks to something deeper within our viewers. To better understand these underlying needs and how they drive our decisions, we can turn to Abraham Maslow's hierarchy of needs. Maslow, a renowned psychologist, suggested that our actions are fueled by a hierarchy of needs. At the very bottom, we have the physiological needs. These are the absolute basic needs for survival, like food, water, and shelter. Once these needs are met, we start looking for safety. This isn't just physical safety from harm, but also stability in our life. Why do you think people seek job security or health insurance? It's because these things provide a sense of safety. In marketing, this need for safety and stability is skillfully addressed, particularly in sectors like the insurance industry. Take companies like Allstate, for example. What is the primary message they convey in their advertising. They often promise peace of mind and protection through their insurance policies. This directly addresses our fundamental need for safety and stability. Once we feel safe, we look for love and belonging. We are social creatures. We crave relationships and emotional connections. Think about your friends and family. Why do they matter so much? It's because they fulfill your need for love, affection, and a sense of belonging. A brand that addresses this need in its marketing is Harley Davidson. Apart from selling motorcycles, they organize clubs and events, which creates a sense of belonging among riders. This sense of belonging is powerful. Being part of a group with shared interests fulfills our need to connect with others, share experiences, and to feel understood and accepted. Harley Davidson's approach shows how a brand can become an integral part of people's identity and social life, fulfilling their deep seated need for love and belonging. After our need for love and belonging is met, our focus shifts to esteem needs. But what does esteem really encompass? It's about feeling good about ourselves, but it also involves getting respect, recognition, and appreciation from others. Have you ever felt proud of an accomplishment that pride and recognition from others fulfill your esteem needs? Now, how do brands address this need for esteem? Consider Loreal and their iconic slogan because you're worth it. What message does this tag line convey to you? It implies that you deserve to indulge to treat yourself well and that using Loreal products is a way of boosting your self esteem. This message taps into the desire for self respect and appreciation. Reaching the top of the pyramid, we encounter self actualization needs. This is about realizing our full potential and becoming the best version of ourselves. What are your dreams? What drives you to achieve your goals? These passions and pursuits are the essence of self actualization. How do brands resonate with this high level need? Look at REI, for example. Their approach goes beyond just selling outdoor gear. They focus on inspiring their customers to explore the outdoors and engage in activities that promote personal growth and fulfillment. By encouraging people to discover new passions, challenge themselves, and embrace outdoor experiences, REI taps into the deeper aspirations of its audience, addressing their need for self actualization. In conclusion, when we market a product, it's more than just selling an item. It's about presenting it as a solution to satisfy the deeper needs of our customers. Keep in mind that we can make our products even more appealing by matching them with many emotional needs, not just one. In our upcoming lessons, we'll dive into the specifics of how to effectively address each of these needs. Next time, you see an ad that catches your eye, take a moment to delve deeper. Ask yourself, which emotional need is this brand appealing to. Understanding this will give you a fresh perspective on the strategies behind marketing. And 20. Safety - How to foster trust and security in our customers: Safety. In this lesson, we'll learn how to address the need for safety and our marketing strategies. Let's begin. When we talk about safety and marketing, what do we mean? It's about making sure our customers feel they can trust us and that they won't face any harm or loss when using our products. This isn't just about physical safety, but also financial and digital security. Why is making customers feel safe important? When customers trust us, they feel comfortable and confident with our products. They know we're looking out for them, which makes them want to keep coming back. How can we make our customers feel safe and trust us? It starts with how we present ourselves, such as the way our website looks and feels. When customers visit our website, they should immediately sense that they're in a safe and trustworthy space. How do we achieve this? One effective approach is focusing on ease of use. By designing our website to be user friendly and intuitive, we minimize the risk of confusion or errors, creating a smooth and secure experience for the user. In addition to design, the language we use plays a crucial role. Steer clear of exaggerated claims that might mislead or confuse our customers. Instead, opting for clear, straightforward language helps in setting realistic expectations. Also, be open about your processes, ingredients, or materials to reinforce that there's nothing to hide. This assures customers that every aspect of our product or service is designed with their well being in mind. A great example of this is Johnson and Johnson's marketing of their baby products. Known for their no more tears shampoo and other baby care items. Johnson and Johnson focuses on the safety and gentleness of their products. In their marketing, they use clear, simple language to explain how their products are hypoergenic, free of harmful chemicals and clinically tested to ensure they're safe for a baby's sensitive skin. This approach resonates deeply with parents, offering them not just baby care items, but peace of mind. Knowing the products they choose are safe and gentle for their babies. However, creating a feeling of safety goes beyond just using the right words or having an easy to use website. It's also about backing up our claims with solid proof. This is where certifications or endorsements from reputable organizations come into play. Showcasing these achievements on our website acts as a testament to our commitment to quality and safety. Similarly, sharing real customer reviews adds another layer of authenticity. These testimonials are powerful because they provide a firsthand proof of our products reliability and effectiveness. For example, Johnson and Johnson reinforces the trust in their baby products by showing endorsements from doctors and positive reviews from parents. This method really works well with parents, as it proves that the products are not only safe, but also recommended by professionals and liked by families just like theirs. Also, consider the financial aspect of safety. How do we alleviate customers fears about losing money or not liking our product. Offering money back guarantees, warranties, or free trials can be very reassuring. This shows that we believe in our product and its quality. Such assurances often convince customers who are unsure about buying. An example of this is the 100 night trial offered by Casper, the mattress company. They allow customers to use a mattress for 100 nights and return it for a full refund if they're not satisfied. This offer eases worries about investing in a product that might not meet their expectations and demonstrates Casper's confidence in their mattresses. One more subtle but powerful way to build trust in our products is the use of images. But what kind of images are we talking about? Well, it's all about images that evoke feelings of comfort and security. Take meet life, an insurance company as an example. They often feature heartwarming scenes of family life in their ads. This kind of imagery strikes an emotional chord with viewers, reminding them of the importance of protecting their family's future. Safety is key for products like cars, health items, financial services, insurance, home security systems, and technology products. Let's look at some strategies for these areas. Regarding cars, when we think about safety features, what comes to mind? Often, it's tangible aspects like the airbags in a car or an anti lock braking system. So if you're marketing a car, highlight its safety ratings and features. This is important because it directly relates to keeping passengers safe, a big concern for many buyers. Moving on to health products or services. How does safety fit into this picture? Here, it's all about linking them to overall health and well being. We need to explain how they contribute to physical safety or improve health. This gives our customers confidence that their health is being looked after. In financial services, the emphasis should be on the security and reliability of investments. Be transparent about risks and returns and explain how your services can manage or mitigate financial risks. With insurance, focus on how your policies provide peace of mind. Highlight the protection against unforeseen events and the support provided in difficult times. Explain the different types of coverage and how they safeguard the customer's financial stability. In marketing home security systems, emphasize their ability to provide safety and security. Highlight key features like alarms, cameras, and motion sensors, and how they prevent break ins and alert homeowners. Stress the ease of use, particularly remote monitoring capabilities to show customers that they can easily manage their home security. Lastly, in the realm of technology products, emphasize data encryption and privacy protection. These features are important because they keep users safe from data breaches and privacy issues. Showing how your tech products protects personal information makes it more appealing as it assures customers their data is secure. In conclusion. Addressing the need for safety and marketing means that we focus on the safety our product provides, as well as on making customers feel secure and cared for. To practice what we learned, choose a brand such as Volvo and think about the emotional appeals it employs in its marketing. How does it address the need for safety and trust? Analyze its advertisements or website content and reflect on how these messages influence your perception of the brand. 21. Belonging - How to address the need for belonging in our marketing strategy: Belonging. In this lesson, we will learn how to address the need for love and belonging in our marketing strategy. Let's jump right in. Our need for love and belonging is all about forming strong relationships and deep emotional connections. In marketing, this translates to making our customers feel valued and building a community around our brand. How does this impact our customers. When they feel a sense of belonging and love towards a brand, they're not just buying a product. They're buying into a community and an identity. This connection leads to stronger loyalty and engagement. So how can we fulfill the need for belonging. We can start by creating a customer community. We can do so by hosting events, workshops, or meet ups. Such events give customers the chance to meet face to face, share experiences, and form personal connections. But it's not just about connecting with each other. It's also about forming a closer bond with our brand. How does this work? When customers engage in activities they love, sponsored or hosted by a brand, they start associating their positive experiences and emotions with that brand. Take Lulu Lemon as an example. They host free yoga classes in their stores. Why are these classes effective? They bring together fitness enthusiasts, offering a spot for customers to connect over yoga and wellness. This not only creates a community feeling, but also makes customers feel closer to the Lulu Lemon brand, linking it to their health and fitness goals. A sensive community can also be achieved through social media. Social media platforms offer a direct line of communication between us and our customers by engaging with them, responding to their comments, and encouraging them to share their experiences. We can create an inclusive and interactive community. For instance, Starbucks uses social media like Twitter and Instagram to create a community feel. They encourage customers to post photos of their coffee experiences using special hash tags. Starbucks often shares these customer photos on their pages, making them feel part of a bigger group. This strategy has made their social media feel like a digital version of their cozy coffee shops where everyone feels connected and welcome. Apart from in person events or digital interactions, we can also make our customers feel connected to our brand by involving them in the development of our new products. What does this mean exactly? It's like turning customers into team members. We give them the opportunity to share their ideas and feedback for new products the company is planning to create. Why is this effective? When customers help create a product, they feel more connected to it. An example of this approach is ego ideas. This is a platform that Lego, the famous Ty Brit company has created. In it, fans can submit and vote on new set designs. With popular ideas, potentially becoming official ego products. This approach does two things really well. Firstly, it shows that ego values its customers creativity and input. How does this make the customers feel? It makes them feel respected and important, knowing that their ideas might be on store shelves one day. Secondly, it creates a strong community. Fans get excited about not only their own ideas but also supporting and voting for others. This transforms customers into a community of passionate, engaged creators, all united by their love for egos. We can also engage with customers on a personal level. For instance, we can send e mails to our customers using their name, showing them products they might like, or giving them birthday discounts. This is what is known as personalization. It's about talking to them personally, not just sending the same thing to everyone. The goal is to make our products, services, or messages feel special for each customer. When using personalization, be mindful. We have to respect customer privacy and preferences. Make sure you're using ethically sourced data and let customers choose if they want personalized services or not. Amazon is a great example of a brand that uses personalization. They keep track of what customers buy and their browsing history. Then Amazon recommends products, tailored to their interests and past shopping habits. This makes them feel like Amazon really gets what they like, improving their shopping experience. It also encourages them to come back and shop more. Additionally, make sure marketing messages are inclusive. This ensures that no one feels left out and that everyone can see themselves reflected in the brand's messaging. A great example of this approach is the clothing brand, universal standard. When you visit their website, you immediately notice their commitment to inclusivity. They offer a wide range of sizes, ensuring that women of all shapes and sizes can find clothes that suit them. This inclusive representation on their website makes customers feel seen, valued, and catered to. Lastly, another way to create an emotional bond with our customers is by depicting scenes that many people find relatable and aspirational, such as family gatherings, shared experiences, and moments of connection. These images evoke feelings of warmth, nostalgia, and a longing to belong, which are powerful motivators for human behavior. For instance, Patagonia, the outdoor clothing and gear company employs this strategy. When you visit their home page, you see more than just product images. They have photos and videos that show people enjoying the outdoors while wearing their products. The focus is on enjoying nature and spending time together, not just on what they're wearing. In essence, to fulfill our customers need for love and belonging? We need to make our brand a meaningful part of consumers' lives and communities, fostering deeper and more lasting relationships with them. To practice what we learned, consider doing this exercise. Pick a brand that successfully fosters a sense of community among its customers, such as Harley Davidson. How does it create this sense of belonging? Focus on its advertising, social media presence, and customer engagement initiatives. What impact does this have on customer loyalty and brand perception? 22. Esteem Needs - How to boost brand perception by addressing esteem needs: Esteem needs. In this lesson, we will learn how to cater to our customers need for esteem. Let's get started. When we talk about fulfilling the need for self esteem, what are we really discussing? We're looking at how we can make our customers feel good about themselves. We're not just selling a product, we're selling an experience and a promise of a better, more confident version of themselves. This marketing strategy is powerful because it taps into our deep seated desire to feel valued, capable, and successful. So how can we position our products to meet these esteem needs. One effective way is to market them as symbols of status and prestige. Think about luxury brands. Why are they so appealing? They highlight exclusivity, quality, and desirrability, making customers feel special and part of an elite group when acquiring them. This not only satisfies their need for esteem, but also positions their products as coveted items. Take Rolex, the famous watch brand, for example. Why doesn't Rolex just advertise their watches as tools for telling time? They know buyers want more than that. Rolex positions its watches as symbols of prestige, excellence and success. Their marketing focuses on the craftsmanship, the history, and the status associated with owning a Rolex. Another element that adds to the status and prestige of luxury items is luxury branding. It's not just about the product. It's about creating an entire luxurious experience. Everything from the logo and packaging to the advertising and the store environment must be carefully designed to showcase exclusivity and quality. This draws our customers in a world of luxury, appealing to their desire to be respected and admired. Additionally, the high price of luxury products also adds to their appeal and addresses esteem needs. This might seem counterintuitive. Why would anyone choose to spend more than they need to? But in the world of high end products, price is not just a number. It's actually part of the product's identity. A high price suggests superior quality, exclusivity, and status. Okay. Think about it like this. A high price serves as a marker of distinction, separating those who can afford such luxuries from those who cannot. It's a psychological play where the high cost becomes part of the allure, suggesting that owning such a product is a privilege reserved for a select few. Returning to our rolelex example, when someone buys one of their watches, the price indicates that they are essentially buying into an exclusive club. It's a symbol of success and status that is recognized and admired. This exclusivity makes products more appealing. So in our marketing, we can create exclusive offers. But what does exclusive really mean in this context? It's about providing something not everyone can access. This could be special memberships, limited addition items, or VIP services. Being part of such exclusive groups makes customers feel special and elite. It gives them a sense that they are recognized as important. For instance, consider Sephora's beauty Insider program. This loyalty program categorizes members into three tiers based on how much they spend. The more they spend, the higher their tier and the better the perks. This setup not only rewards spending, but also creates a sense of exclusivity and achievement. Lush cosmetics gives us another example of how exclusivity can be used effectively. Lush creates exclusivity through its limited addition and seasonal product ranges. These products are only available for a short time or in certain quantities, which makes them highly sought after by customers. Another strategy is to use endorsements. Here's how. We ask a well known personality to endorse our product. It's crucial to choose someone who truly connects with our target audience, essentially, someone they admire. Why is this effective? Customers feel good about themselves. Using a product a celebrity they admire also uses. This makes the product more desirable in their eyes. For example, Look at the partnership between George Clooney and Nespresso. Clooney, known for his charm and sophistication, helped position Nespresso as more than just coffee. It became a symbol of luxury and style. His global appeal added a touch of glamour to the brand, attracting customers who wanted to associate themselves with the elegance and lifestyle that Cloney embodies. We can also get endorsements from experts in the industry. When these experts support our product, it gives customers confidence that they are choosing a high quality respected option. For instance, the skincare brand, La Roche Pose, frequently uses endorsements from dermatologists. Additionally, we can use social proof and testimonials. How does this work? Positive reviews and testimonials from satisfied customers can significantly boost the perceived value of our product. They prove that people have had a good experience and have seen positive results from using it. For instance, proactive, the skincare brand, showcases customer testimonials and before and after photos on their website. This makes customers trust the product more and feel like they're part of a group that makes smart choices. To make our customers feel a sense of pride when buying from us, we can support social causes or charities that align with their values. When customers see their purchases helping a cause they believe in, they feel satisfaction and joy, knowing that they're buying decisions are contributing to a greater good. For example, Warby Parker, the eye glasses company, has a program where they donate a pair of glasses for every pair they sell. Customers who buy from Warby Parker not only get new glasses, but also help someone in need. This approach resonates strongly with socially conscious consumers who want to make a difference with their buying choices. In essence, by addressing esteem needs, we can make our consumers feel respected and proud, which not only enhances customer loyalty but also elevates the brand's perceived value and desirability. Here is an exercise that will help you solidify your knowledge on meeting customers need for esteem and recognition. Choose a brand that effectively boosts its customers self esteem and sense of accomplishment. An example of this is the luxury skincare brand LM. Analyze a specific marketing campaign or product line from this brand. How does the brand's messaging, imagery, and overall strategy cater to the esteem needs of its audience. How do these strategies impact the customer's perception of the brand and their own sense of fulfillment? 23. Self-Actualization - How to address individual aspirations in marketing: Self actualization. In this lesson, we will learn how to address self actualization needs in our marketing strategy. Let's dive right in. Self actualization is at the top of Maslow's needs pyramid. It's about reaching our full potential, doing what we truly love, and expressing our unique talents and passions. So how do we target this need in our marketing? Firstly, we can market our product in a way that mirrors the goals and aspirations of our audience. So ask yourself, what does my target audience dream about? What are their deepest aspirations? For example, if you're advertising a health app, don't just talk about its features like counting steps or tracking sleep. Show how it helps people meet their health goals, like training for a marathon or living healthier. Also, it's good practice to use messages that encourage and inspire people. A great example is the Nike slogan. Just do it. This slogan encourages people to face challenges, push their limits, and reach their goals in sports or in life in general. Messages like this are effective because they connect with our customers hopes and dreams. They make them feel understood and supported in their quest for self improvement and personal achievement. The goal is to show them that with the help of our product, they can overcome challenges and realize their dreams. Another strategy is to show how our products match the unique traits and likes of each customer. This strategy is powerful because it makes our consumers feel seen and understood on a personal level, enhancing their connection with our brand. For example, Spotify in its ads shows how it gives each user music that fits their own taste. With features like personalized playlists and daily mixes, Spotify shows it understands everyone's unique music preferences. By doing so, it becomes more than a music service. It becomes a personal music companion that appreciates and caters to the unique tastes of each user. Additionally, we can encourage self expression and creativity. The key here is to show how our products can be a tool for customers imagination. This is best for products that are inherently creative, like musical instruments or creative software. Take Adobe's Creative Cloud as an example. Their campaigns often show artists and designers bringing their ideas to life with these tools. This shows what the software can do and how it fits into the creative journey, allowing for personal artistic expression. Lastly, we can position our products as a means to explore new ideas, places, or skills. This strategy is particularly relevant in sectors like travel, education, and technology. Duolingo. The language learning app is a great example of this. There marketing highlights how the app helps users learn new languages and discover different cultures. Thus, opening up a world of new opportunities and experiences. By focusing on the personal journey of learning and discovery, Duolingo connects with users desires to expand their horizons and acquire new skills. In essence, addressing self actualization in marketing is about connecting with the deeper, more personal aspirations of our audience. It's about showing them how our product can be a step on the ladder to achieving their fulest potential. To put what we learned into practice, choose a brand, such as Nike or Apple and consider how does this brand address the need for self actualization in their marketing? How can its products help their customers achieve their fulest potential or express their individuality. This exercise encourages you to think deeply about the connection between a brand's products and the ultimate aspirations of its customers. 24. Storytelling - Why to use storytelling in ads: Storytelling in marketing. In this lesson, we learn what is storytelling in marketing and how it differs from traditional advertising. Let's begin. Think about your favorite movie or book. What makes it special? It's the story, isn't it? Stories have the power to evoke emotions, create connections, and leave lasting impressions. In marketing, storytelling does the same. How does it work? Instead of listing product features or prices, we tell a story. Take, for example, Nikes, find your greatness commercial. It begins by showing a quiet, almost deserted road. It's just another day, nothing special. Until you see a lone figure in the distance. It's a young boy, jogging steadily down this empty road. He's not your typical athlete. He's just an everyday kid. As the boy runs, a narrative voice fills the background, speaking about greatness. The message is simple, yet powerful. Greatness isn't reserved for the star athletes or the record breakers. It's attainable by everyone. In this moment, the audience doesn't just see a boy running on a road. They see a symbol of every person's potential for greatness. He embodies the struggle, the perseverance, and the quiet determination that lives in each of us. This leads to the creation of an emotional bond between our brand and our audience that goes beyond traditional advertising. Traditional advertising tells the audience. This is our product, and here's why you should buy it. It's straightforward, often highlighting features, benefits or prices. For instance, a typical ad for athletic year might focus on the technical features of sports shoes, the innovative materials used, or the advantage they offer athletes in performance. This form of advertising is more direct and factual. It answers the what of the product. What is it? What does it do? What's special about it. Storytelling, on the other hand goes beyond these product centric details. It's more about the why and the how. Why does this product matter in the grander scheme of things? How does it fit into the narrative of the consumer's life? For instance, in Nike's campaign, the story revolves around the idea that greatness is not just for elite athletes, but is accessible to everyone. Every individual has their own version of greatness, and Nike's products are presented as tools to help achieve that. This approach creates a more profound emotional connection with the audience. It sells an experience, an aspiration, a feeling, not just a pair of shoes or sports apparel. It positions Nike, not just as a brand, but as a part of a lifestyle, a companion in the journey of personal growth and achievement. Another significant difference between storytelling and traditional advertising is how the audience engages with the message. Traditional ads are often seen as intrusive or salesy, sometimes leading to add fatigue among consumers. Storytelling, however, invites the audience into a narrative. It's more engaging and can be more subtle in its approach to promoting the product. When done well, it doesn't feel like an ad, but more like a story or content that people would choose to watch for its intrinsic value. In summary, when we use storytelling in our marketing, we're not just talking about what our product does. We are sharing what we believe in and invite our audience to be a part of that story. In the next lesson, we will learn how to create compelling stories. So see you there. 25. Storytelling Strategy - How to craft compelling stories: Storytelling strategy. In this lesson, we will learn how to create captivating stories. Let's dive right in. Ever found yourself so absorbed in a book or a movie that you felt like you lose track of time of your surroundings. But why does this happen? When a story is compelling, it engages our emotions, imagination, and attention, leaving us to experience a deep immersion in the narrative. This is especially important in marketing narratives because we want our audience to feel connected to our story, as this makes them more open to our brands message. How do we create stories that draw people in? The first step is developing characters. These are the heart and soul of any story. They bring the narrative to life, making it more than just a series of events or facts. Make sure that these characters are relatable. A character that resonates with your target audience is like a mirror reflecting their aspirations, challenges, and experiences. Why is this important? When people see a bit of themselves in a character, they're not just watching a story unfold. They're part of it. Their engagement goes up because it's personal now. The character's success feels like their success, and their journey feels like their journey. This is especially crucial in a marketing context, where the ultimate goal is not just to inform but to persuade and connect. So how do you make sure you know your audience well enough to create such characters? It's about research and empathy. Understand who your audience is, what they value, and what challenges they face. Are they young professionals looking for efficiency? Or are they parents seeking the best for their children. The more you know about your audience, the better you can tailor your characters to reflect their realities. For example, let's look into Dove's Real Beauty sketches campaign. This ad features a forensic sketch artist who draws portraits of women based on their own descriptions. Then again, based on descriptions given by strangers. The two sets of sketches are then compared. The goal is to explore how women view themselves versus how others see them. The genius of this campaign lies in its portrayal of ordinary women as the main characters. This selection mirrors the real demographic of Dove's audience. When viewers see these women, they don't just see characters in an ad. They see reflections of themselves, their friends, and their family members. Apart from relatable characters, we also need a compelling story. It should be something the audience can see themselves in it or connect with it on a personal level. This doesn't mean it has to match their experiences exactly, but it should touch on universal themes or struggles they can easily relate to. For instance, in Dove's ad, when the women describe themselves, they focus on their perceived flaws, a sentiment that is widely relatable, as many people tend to be critical of their own appearance. By reflecting the insecurities and aspirations of their target audience, Dove's message resonates and sticks with the viewers. Think about how your product relates to these universal human experiences. How can your story tap into feelings or scenarios that many people recognize. By focusing on common emotions or life situations, your story becomes a reflection of their world, making your product more relevant and appealing. Next, let's consider the structure of our story. Every captivating story starts with a conflict. But what exactly is a conflict in the story? It could be anything from personal struggles like overcoming fear to a more tangible problem like solving a mystery. In marketing stories, this conflict often reflects a common issue that the target audience can relate to. This conflict is crucial because it introduces tension and interest. This is what keeps the audience curious and invested in what happens next. For example, in Dove's campaign, the conflict is the struggle with self esteem that many people face. This conflict is the foundation of the narrative. It's what makes the audience nod and think, Yes. I felt that way too. Once the conflict is established, we can introduce contrast. What are the differences we want to highlight in the story? This could be the contrast between self perception and how others perceive us as in Dove's campaign. The use of contrast creates a vivid picture of the before and after, or the problem and solution, making the story more relatable and impactful. But how else can contrast be achieved? It's not just about differences in perceptions. Think about contrasting feelings or emotional states, a narrative that shifts from sadness to joy or frustration to satisfaction, allows the audience to embark on an emotional journey, making the story more engaging. We can also look at the contrast between what's normal and what's extraordinary. Showing a character or situation, transitioning from a mundane to an extraordinary state, can emphasize the transformative power of the product. Then there's the contrast in appearance, color or visual elements. What does this do? It catches the eye and makes the narrative more visually appealing. For example, a stark contrast in colors or visuals in an advertisement can draw attention to the key elements or changes the product brings. Now, let's add a twist. What unexpected turn can the story take. This can be an element of surprise or an emotional hook in our story. In Dove's campaign, the twist is the revelation of the sketches. The sketches based on strangers descriptions reveal a more flattering and kinder portrayal, contrasting significantly with the woman's harsh self criticism. This is the turning point of the story, the climax. It's the moment where the tension and conflict reach their peak. In the Dove narrative, this moment happens when the participants see the contrasting sketches. Why is this moment so powerful? Because it encapsulates the essence of the conflict and the contrast. It's a poignant realization that can change perceptions and emotions. It's the moment when the story's message hits hardest, leaving a lasting impression on the audience. When a story reaches its climax, we move into the resolution phase. This is the part where all the conflicts and tensions built up in the narrative are finally addressed or solved. This is crucial because it provides closure and satisfaction, both to the characters in the story and the audience experiencing it. It also prompts reflection as it leads the audience to reflect on their own experiences which can cause emotional or cognitive shift in their perspective. For instance, In Dove's campaign, the message is clear. Women are more beautiful than they think. This message leads to the participants changing how they view themselves. This final piece helps cement the story's message and its relevance to the audience. Okay. These are the elements that will help us create impactful stories. Now let's think about the message we want to convey in our story. As you can see, Dove's message was simple, but it was deep as it explores themes of self esteem and beauty standards. Often, a simple clear message can have a profound impact. Next, it is also important that the message aligns with our brand values. Consider, Does my story reinforce what my brand stands for? For instance, the Dove campaign ties back to its brand message about real beauty and self esteem, aligning perfectly with its values. In essence, effective storytelling in marketing is about creating narratives that are not just heard but felt and remembered. To practice what you learned, consider doing this exercise. Create a short, fictional story about a family's first experience using Air B and B for their vacation. Focus on the emotional journey, their initial hesitation, the unique and personal touch of their stay, and how this experience changed their perception of travel. Integrate Air B and B's core values of belonging and unique experiences into your narrative. This exercise will help you understand how storytelling and marketing can make a brand relatable and memorable, transforming a service into an unforgettable experience. 26. Emotional Appeals in Advertising - How to evoke happiness and humor: Emotional appeals. In this lesson, we will learn why and how to evoke emotions in our ads. Let's get started. Ever wonder why some ads stick in your mind long after you've seen them. You might not remember the exact details of an ad, but you'll likely remember how it made you feel. When we watch an ad that makes us feel something, whether it's happiness, sadness or excitement, we're more likely to be absorbed in it. That's because emotions draw us in and keep us engaged. As marketers. We can use emotional appeals in our ads to leave a lasting impression on our audience. This way, they're more likely to recall the ad, and by extension, our product and our brand. Let's take a look into the emotions we can evoke and how to successfully do so. Starting with happiness. Think about how you feel when you see an ad with smiling people, a heartwarming story or an uplifting message. Doesn't it make you feel good? This feel good factor is key in advertising. How do you view the product in these ads? Likely. It seems like something that brings joy and enhances life. This is what we're aiming for to establish our product as a key component of joyful memories and experiences, gently shaping the audiences perceptions and decisions. So how can our ads create and evoke happiness? It starts with the right visuals and music. Bright, cheerful imagery and uplifting tunes aren't just pleasing to the eye and ear. They instantly elevate the mood of an ad. Vibrant and warm colors like yellow, orange or red also aimplify feelings of happiness and energy. For instance, consider McDonald's I'm Lovin at campaign. This iconic campaign uses bright visuals of their food and restaurants, often featuring happy families and friends. The catchy Iovin jingle is upbeat and has become synonymous with the brand, enhancing the overall, joyful mood of the ads. The content of the ad is also important. What kind of scenarios make you smile? Probably simple, joyful moments like friends laughing together, family gatherings, people helping one another, or simple pleasures like enjoying a beautiful day. These experiences, which many of us find joyful, can evoke similar feelings in our viewers. An excellent example of this approach is Coca Cola. With smiling faces, heartening scenes, and catchy upbeat music, Coca Cola positions itself as a symbol of joy and unity. This strategy broadens its appeal to a diverse audience and by associating its products with joy, enhances the chances of the brand being viewed positively by consumers. Another way to create positive feelings towards our brand is to use humor in our ads. Humor is a fantastic way to grab our viewers attention and make our brand more likable. Think about it. When you see a hilarious ad, what's your reaction? You might laugh, share it with friends, or even talk about it later. Using humor can create a positive and enjoyable connection between the audience and our brand. To effectively use humor in our ads, it's essential to understand our audience first. Humor varies widely across different age groups and demographics. What teenagers find amusing might not resonate with adults in their 50s. Therefore, tailoring the comedic elements to suit the specific tastes and preferences of our target audience is crucial. Once we understand our audience, we can create scenarios that mirror everyday life, but add a humorous twist. Restable humor engages viewers as they see themselves in those situations. It's also a good idea to add an element of surprise in our humor. Why is this important? An ad that delivers an unexpected twist or a punch line that catches viewers off guard tends to be more memorable and effective. A great example of this is Snickers, you're not you when you're hungry campaign. In their ads, celebrities unexpectedly appear in everyday situations, providing a humorous twist that catches the audience off guard. Using wordplay, puns or playful language, adds a lighthearted touch to our ads. This means playing with words to create funny or clever messages. Kitcat slogan, Have a break. Have a kitcat is a perfect example of this approach. This slogan is a play on words. Combining the idea of taking a short break with the act of breaking a piece of the kitcat bar. It's clever, memorable, and effectively associates the brand with the comforting idea of taking a break. Demonstrating how playful language can add a lighthearted touch to our ads. But what if we want to take it a step further? That's where parody and satire come in. These are techniques that mimic or exaggerate well known concepts, trends, or even other ads to create humor. For example, Dedos has used parody in its Super Bowl commercials, often satirizing movie genres or popular culture. But why are these methods effective. They work because they allow the audience to connect with familiar ideas like popular culture references while enjoying a humorous twist. This blend of familiarity and humor can make an ad stand out, making the product more appealing and the brand more approachable. Visual humor plays a significant role, too. Techniques like slapstick humor, Exaggerated expressions and comic visual effects can captivate the audience even without dialogue. Just make sure that these elements bring a smile without being overbearing. Additionally, creating humorous characters or mascots can be effective. Think of Geico's gecko. These characters become synonymous with our brand, adding a recognizable and enjoyable element to our marketing. It's also important to keep the humor light and positive. The goal is to entertain and not to offend or alienate any part of our audience. Staying away from controversial topics ensures that the ad remains enjoyable for a wider audience. In conclusion, we can use happiness or humor to create a positive and enjoyable connection with our brand? In the next lesson, we will learn how to evoke surprise and inspiration in our ads. In the meantime, consider doing this exercise. Choose a brand that frequently uses happiness or humor in their ads, such as Coca Cola, old spice, or M&Ms. Watch one of their recent commercials. What specific emotion are the advertisements trying to evoke in the audience? Is it a sense of joy, amusement or perhaps a feeling of belonging? What strategy does the brand use to incorporate humor or happiness? Is it through storytelling, surprise elements, celebrity endorsements, or relatable situations? Did the humor or happiness make you more interested in the product or brand? Why or why not? 27. How to evoke surprise and inspiration: Surprise and inspiration. In this lesson, we will learn how to evoke surprise and inspiration in our ads. Let's begin. Have you ever watched an ad that suddenly took an unexpected turn? That's surprise in action. Think about it. When you experience something surprising, what happens? Your attention instantly focuses on that unexpected element, right? You're likely to be more engaged and curious to see what happens next. This heightened engagement is what we're aiming for in our ads. So how do we surprise our viewers? Surprise in advertising is all about creating unexpected moments or twists. This element works because it breaks the monotony and predictability. For instance, the old spice, the man Your man could smell like campaign is a classic example. The ads rapid transitions and the charismatic, unexpected humor of the spokesperson created a sense of surprise, vastly different from traditional men's grooming ads. This surprise element, not only grabbed attention, but also reinvented the brand's image. To effectively create surprise, the visual and auditory elements of the ad must be carefully crafted. Striking visuals. Unexpected sound effects or captivating music can enhance these feelings. Take, for instance, the Sony Bravia bouncing balls commercial. Thousands of colorful bouncing balls cascading down San Francisco Streets, set to a captivating soundtrack, created a visual spectacle that left the viewer in awe. The ad was memorable, not only for its product, but for the sheer wonder it evoked through its visuals and music. Another emotion we can evoke is inspiration. Have you ever been inspired by an ad in the past? How did it make you feel? Stories of inspiration can motivate us, ignite new ideas, or even change our perspective on life. Inspiration can also be a powerful motivator. When we feel inspired, we are more likely to take action, whether it's trying a new product, pursuing a personal goal, or engaging with a social cause. Brands that successfully inspire their audience are often viewed more favorably. They are associated with positive traits like innovation, compassion, and drive. Additionally, inspirational ads can help a brand stand out in a crowded market by not just selling a product, but also selling a dream or a vision. How can we evoke feelings of inspiration in our ads. Stories here play a major role. Featuring stories of people who overcome challenges or achieve their dreams can be deeply inspiring. How does this work? When we see someone who faces struggles like we do and still manages to reach their dreams. It makes us feel that we can do the same. These narratives often resonate with viewers on a personal level. A prime example is Nike's do it campaign. Their ads featuring athletes overcoming adversity, not only promote sports apparel, but also embody the spirit of perseverance and determination, encouraging viewers to believe in their own potential. Another way to inspire our audience is to feature role models or influential figures in our ad. Why does their presence matter? When a brand features well known personalities known for their achievements, these qualities become associated with the brand. These individuals can be from various fields like sports, arts, science, or social activism. Okay. For instance, Under Armors campaign with Stephen Curry, a renowned basketball player, inspires fans by associating his dedication and success with their products. This strategy connects the brand with admired attributes like excellence and hard work. Next, we can align our brand with values that people aspire to, such as courage, perseverance, innovation, or social responsibility. By doing so, we're selling a dream, an ideal. Vewers are drawn to these values and by association to the brand that embodies them. For example, Teslas marketing focuses less on the specifics of their cars and more on the values of innovation and sustainability. This approach doesn't just sell cars, it sells a vision of the future, appealing to consumers aspirations to be part of a progressive, environmentally conscious community. Additionally, we can invoke inspiration by focusing on social causes or community initiatives. Why do these inspire us? These ads show the power of collective efforts and the impact of contributing to a greater good. They tap into our desire to be part of something bigger than ourselves, inspiring us to take action and make a difference. A notable example is Patagonia's environmental campaigns. Their focus on conservation and sustainability inspires consumers to support these causes, thereby building a connection with the brand that goes beyond just the products they sell. To get our viewers inspired, we need to also consider the effect of visuals and music in our ad. The combination of beautiful imagery and music can elevate the mood of the ad, create a sense of beauty, hope, and possibility. This sensory experience can be deeply moving and inspiring. Apple's T different campaign, Masterfully, use this approach, featuring historical figures like Albert Einstein and Martin Luther King junior. The campaign celebrated innovation and creativity. The powerful voiceover and striking Black and White visuals, positioned Apple as a brand for those who aspire to change the world, tapping into the audience's desire for individuality and impact. In summary, surprise and ads, grab our attention by defying expectations? While inspiration motivates us and elevates our perception of the brand to something more than just a provider of goods. In the next lesson, we will learn about the use of nostalgia and sadness in ads. For now, consider watching an ad from a brand known for its inspirational messaging, such as Adidas, with its impossible is nothing series. How does the ad uplift and motivate its audience? What story does it tell? And how does it connect with viewers on an emotional level? How does its inspirational message affect your perception of the brand and your feelings toward the product it promotes? 28. How to evoke empathy and nostalgia: Empathy and nostalgia. In this lesson, we will learn how to evoke empathy and nostalgia in our acts. Let's begin. Have you ever watched an ad that made you feel really emotional or even brought you to tears. These ads use empathy and sadness to create a deep emotional response with their audience. When an ad tells a touching story or shows a sad situation, how do we react? We might find ourselves sympathizing with the characters or relating to their struggles. This empathy is powerful. When we feel empathy, we are more likely to remember and respond to the ads message. This approach can be particularly effective for charities, health care, and social campaigns, where the goal is to evoke a sense of compassion and urgency. Let's explore how this is achieved. One strategy is to focus on common human experiences. Why does this evoke empathy? By highlighting experiences like aging, illness, family dynamics, or even the joy and pain of relationships, adds tap into emotions and experiences that are universally understood. This universality makes the ad's message more relatable and impactful across different audiences. For example, Google's Loretta ad centered around an elderly man using Google Assistant to keep the memory of his wife alive. This ad touches on aging, memory, and loss, Experiences that are relatable to a wide audience. By highlighting these universal experiences, the ad becomes more impactful. Incorporating real life stories or testimonials can also evoke sadness or empathy. Why is this effective? Real stories have an authenticity that can't be replicated with fiction. When viewers know that what they're seeing is based on real experiences, their emotional response is often stronger and more authentic. An example is the Dove Real Beauty sketches campaign that we already discussed. This campaign was effective because it used real women and real reactions to highlight the issue of self esteem and body image. The tone and visual style of the ad play a significant role, too. How do these elements contribute to evoking sadness or empathy? Subdued colors, slow paced music, and close up shots of expressive faces can intensify the emotional impact. These elements work together to create a mood that complements the narrative, making the emotional experience more profound. A great example is the John Lewis Christmas ad featuring an elderly man on the moon, observing Christmas on Earth. The ad's melancholic tone, combined with the poignant soundtrack and the isolated imagery of the man on the moon, effectively evokes feelings of loneliness and empathy, while also highlighting the joy of connection and giving. However, it's important for us to handle these emotions with care. Overplaying sadness or empathy can lead to viewer discomfort or backlash. The goal is to evoke empathy in a way that respects the audience and the seriousness of the message, encouraging positive action or awareness. Now, let's explore the role of nostalgia in advertising. Nostalgia taps into our longing for the past. It's not just about the product itself, but about the emotional experience and the memories it brings back. This approach is particularly effective in appealing to specific demographics. To effectively apply it, we need to understand the unique cultural references and experiences of our target demographic. For instance, Gen Xers might be drawn to ads featuring music, movies, or cultural references from the 80s. In contrast, millennials might respond more to references from the late 90s or early 2000s. Understanding what each generation cherishes allows us to craft personalized and impactful campaigns. Then we can use this information to tell stories or depict scenarios that reflect these simpler times, iconic moments from history or childhood memories. For instance, have you ever felt a warm fuzzy feeling seeing a toy that you used to love as a child featured in an advertisement? That's nostalgia at work. These narratives connect viewers with their own past experiences, making the advertisements more relatable and impactful. Visual styles, music, and cultural references from past decades are also powerful triggers of nostalgia. Using an 80s or 90s aesthetic in terms of colors, fonts, and music can instantly transport viewers back in time. Featuring classic characters or celebrities from the past in advertisements, can also evoke nostalgia. This could mean bringing back a beloved character from an old ad campaign or partnering with a celebrity who was iconic in a certain era. An example of this is Coca Cola's use of the iconic Santa Claus imagery, popularized in the 1930s. This classic character evokes warm holiday associated nostalgia, reinforcing Coca Cola's brand as synonymous with joy and festivity. Another thing we can do to tap into feelings of nostalgia is to bring back discontinued products or older versions of current products. By doing so, we're not just selling an item. We're offering a piece of our audience's personal history. Nintendo's marketing of the NS and SNES classic editions is a prime example of this strategy. The console's original design and the inclusion of classic games, appeal to adults who cherish these games in their childhood. This strategy not only invoked a sense of nostalgia, but also introduced these timeless classics to a new generation. In essence, evoking sadness or empathy in advertisements is about connecting with the audience on a deeply human level. While nostalgia is about creating a sense of connection to the past. In the next lesson, we will learn how to choose the right emotional appeal for our ad. To practice what we learned, consider watching the unsung hero commercial by Ti life insurance? As you watch, pay attention to how the narrative and visual elements work together to elicit emotions. What specific moments in the commercial made you feel empathy or sadness? How did the portrayal of selfless acts influence your perception of the brand? Additionally, look into Spotify's raped campaign where users receive personalized summaries of their year in music. How does it tap into nostalgia? Does it strengthen your emotional bond with Spotify? These exercises will help you understand the power of emotional storytelling in creating a lasting connection between a brand and its audience. 29. How to pick the right emotional appeal : Emotional appeal strategy. In this lesson, we learn how to pick the right emotional appeal. Let's jump right in. So far, we learned about the most used emotional appeals in advertising. But out of all of them, what emotion should we pick for our ad? What emotion is more likely to draw our viewers in and keep them engaged. To answer these questions, the first thing we need to do is identify who our audience is. Their age, interests, values, and lifestyle, influence how they perceive and react to our ads. Let's look at some general guidelines. Think of a younger audience. What resonates with them? Often, they're drawn to humor, innovation, and social trends. But why humor? This demographic tends to appreciate creativity and a lighthearted approach. They're often more engaged with content that is entertaining, yet relatable. When targeting this group, you might ask, how can I incorporate humor and relatability into my campaign. This approach could make your ad more appealing and sharable among this demographic. In contrast, consider an older audience. What kind of emotional appeal works for them? Nostalgia and trust are often key factors. But why nostalgia and trust? This demographic values reliability, tradition, and a sense of connection with the past. They often respond well to ads that evoke a sense of familiarity and comfort. Therefore, as a marketer targeting this group, consider, how can I evoke feelings of nostalgia or highlight the trustworthiness and heritage of my product? This can help in building a deeper emotional connection with this audience. We can also consider the gender of our target audience. Let's start with advertising to men. What kind of emotional appeals often resonate with them. Men tend to respond well to ads that emphasize power, achievement, and efficiency. When targeting a male audience, consider how your product can be positioned as enhancing efficiency, power, or success. For instance, a car advertisement targeting men might focus on the vehicle's power, speed, and cutting edge technology, underscoring attributes like performance and mastery. Now, consider advertising to women. What emotional appeals are effective with this demographic. Women often appreciate ads that focus on relationship building, care, and empathy. But why these themes? Women tend to value connection, nurturing and community. Therefore, when targeting a female audience, show how your product fosters relationships, comfort, or care. For example, an ad for home goods might focus on creating a warm, inviting living space that nurtures family connections. Now, apart from these general tendencies, we can also use market research to identify what our target audience cares about. We can conduct surveys, create focus groups to gather direct feedback, or listen to what they're saying on social media. Why is this important? Because what an audience cares about can significantly influence their emotional response to our ads. If our audience values community and connection, an ad that emphasizes these themes will likely resonate more. Beyond identifying our audience and understanding their preferences. We also need to take into consideration our brand and product. Consider, what is my brand's personality? Your emotional appeal should match your brand's identity. If our brand is all about excitement and adventure, using a fear based appeal might not make sense. Instead, we might go for something more exhilarating or inspiring. This approach not only attracts the right audience but also reinforces our brands identity in the market. Then think about your product. What emotion does my product naturally evoke? For example, if you're dealing with luxury items such as high end watches or designer clothing, what emotions are tied to these products. They often evoke feelings of aspiration, success, and exclusivity. By using emotions that our product naturally evokes, we can effectively engage our audience and make our products more desirable. Next, to pick the right emotional appeal, consider, how have they responded in the past. Analyze the performance of previous campaigns, not just your own, but also those of your competitors. What worked? What didn't? For example, if a competitor's humor centric campaign went viral, while a serious tone one flopped, it might indicate that your audience prefers lighter, more humorous content. Also, reflect on the context. What is the current social and cultural climate? Sometimes the broader context can influence what emotional appeals will be effective. For instance, during challenging times, messages of hope and resilience might resonate more. This aligns with the collective sentiment of the audience, providing them with something they can emotionally connect to. On the same note, think about cultural trends and movements. How can they influence emotional appeals? In times when social issues are at the forefront, ads that align with these concerns, such as those focusing on equality, sustainability or social justice can be particularly impactful. This shows that our brand is in touch with current issues and cares about the same things as our audience. Lastly, before finalizing your ad, test it with a sample audience to gauge reactions. Look for genuine emotional responses that align with what you intended. Do they feel inspired? Move to tears. We're filled with joy after watching the ad. Also consider, did they understand the message? Are they more likely to buy the product or support the cause after watching the ad? This feedback is invaluable. It can help us tweak the message, adjust the emotional tone, or even rethink our approach if necessary. In conclusion, emotional appeals and advertising are powerful tools used to connect with audiences on a deeper level, influencing their feelings and decisions. To practice what we learned, consider doing this exercise. Pick a brand and analyze one of their successful campaigns, such as Nike's do it campaign. Focus on identifying the primary emotional appeal used in the ad. Consider why this particular emotion was chosen and how it aligns with the brand's values and the interests of its target audience. How does it enhance the message of the ad? Does it make the product more appealing? How might a different emotional appeal have changed the impact of the ad on its audience? This exercise will help you understand the process of selecting the most effective emotional appeal for an ad campaign, emphasizing the importance of aligning the chosen emotion with the brand's identity and the audience's values. 30. Conclusion: Conclusion. This brings us to the end of this course. You now hopefully have enriched your understanding of marketing psychology. I am very glad to have shared my knowledge with you. I hope that you find it just as valuable as I did. I really hope you have enjoyed this course. I have certainly enjoyed teaching you.