Brain Driven Brands STOP Testing Angles in Your Ads…START Testing Emotions (Here’s How…)
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Sep 26, 2024 Discover why emotional appeal should take center stage in advertising over traditional angles. The discussion reveals how the iOS 14 update pushed brands to focus on emotional engagement. Delve into the power of esteem and nurturance as key emotional drivers that influence consumer behavior. Learn how feelings of freedom and empowerment can transform connections in marketing. The conversation also introduces a useful NLP report tool to decode customer emotions, ultimately leading to more effective ads.
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Test Emotions, Not Angles
- Stop testing angles in your ads and start testing emotions.
- Emotionally driven ads resonate better with today's saturated consumer.
Angles and the Familiarity Effect
- Angles are use cases tied to customer personas (e.g., moms who lift).
- They capitalized on the familiarity effect through retargeting, which is less effective post-iOS 14.
Selling Acceptance
- Target the 'acceptance' emotion by emphasizing clarity, togetherness, and community.
- Calm's ad featuring a pickle on a peanut butter sandwich exemplifies this well.