![]() ![]() Those are the most base reactions, but you can use much more specific feelings in your marketing efforts depending on what you’re selling. But of course, that’s an explicit example, not a subtle, subliminal-esque marketing message. That combines fear with shame, and (sadly) tends to motivate people to pick up the phone because, being human, we don’t want to miss out while also being accepted by those around us. I’ve heard that used in at least three different English speaking countries. … OK… so how does that help you? You probably have heard the wonderful phrase on late-night infomercials, “Avoid disappointment and future regret”. Think of a combination that when combine end up putting someone in the mindset to say, “By golly, I really want to buy that thing right now!”įor those who like lists, many have narrowed down purchasing decisions to a handful of key emotions that make people want to buy: How, literally, do you want a person to feel? What feeling will make them most likely to purchase your product (or vote for your candidate)? We all know dislike is the best motivator (when we’re not thinking about sex), but is that the best vibe-state for motivating the consumer to do what you want? This, in many ways, is the most important questions to ask yourself when creating a campaign: what emotion, what feeling, what two or three-word thought, best positions a person to do exactly what I want them do to? If you can’t answer that questions directly, try to surround it. It sounds bizarre, but very few people actually do that when creating ads or putting together a marketing campaign. To approach subtle, vibe-like messaging you first need to be very clear about the impression you want to leave with the viewer. Understand & Pick Emotions That Facilitate Your Goal It’s not dissimilar to simple scent marketing: put a particular smell into a store and those who smell it will get an impression of happy, or warmth, hunger, or comfort. That can happen by hearing words, watching a commercial, or reading a print ad. In subtle marketing, the effect is that someone “gets a vibe”, or in general their general attitude changes in the direction you want as a result of the experience. ![]() Put a really attractive person on a commercial moving and swaying in a certain way and we don’t have to be explicitly told to think about sex – we get the vibe. ( The “we’re just animals” example: sex sells. What we mean by subliminal messages might be more accurately described as “subtle” messaging – shaping the overall marketing material(s) as a cohesive item – or better, an experience – in such a way that it leaves the viewer with an impression of something without necessarily having been explicitly told. In this post, we’re not addressing single-frame cuts of popcorn and 72 ounce sodas inside a movie trailer – that stuff gives subliminal messaging a bad name. ( And you won’t find buried secret messages here, so don’t break out the code books.) There are a lot of paranoid articles out there about subliminal messages “in the media” being used to control the minds of the populous… But it’s an excellent idea to first discus what’s understood as “subliminal” messages in relation to everyday marketing. ![]()
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