In broad
terms, there are two ways to appeal to customers; to their hearts or to their
minds. In previous blogs we’ve talked
about a
branding rule that reads: “If you capture the mind, you gain behavior. If you capture the heart, you gain
commitment.” When customers are
emotionally tied to your brand they will consistently return to that favorable
experience.
To appeal to
customers’ hearts and gain that emotional investment, it is essential to
promote the aspect of your business that you are most passionate about. Your task for Action Wednesday is to review the message your business is
currently sharing in the marketplace. Determine
whether it is appealing to hearts or minds and if campaigns are meeting your
expectations.
If you would
like to re-focus your message, determine the story to share with customers and
potential customers that will allow your enthusiasm and excitement to shine
through. This will resonate with your
audience and perhaps gain more commitment on the part of your customers.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2013 Once a Day Marketing™. All rights reserved.
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