A Stanford University Study found scientific evidence that emotionally compelling messages work better than just presenting straight facts. Yes, we all know people buy on emotion vs. facts… but when I look at advisor’s advertising… guess what it is full of? Facts.
A very successful Carnival Cruise magazine ad campaign featured a couple embracing on the deck of a cruise ship. It was shot so that the only part of the ship you saw was the railing they were leaning on… and the beautiful blue sea and sky beyond.
It had NO headline… but instead just a list of phrases:
- Mike and Sandy Moore
- Thrill seekers
- Piano bar regulars
- Dancing fools
- Fine dining aficionados
- Underwater explorers
- Sun lovers by day
- Star gazers by night
These are 7 emotionally motivating reasons to take a cruise. Not a factoid to be seen.
So, how do you advertise? Facts or emotions…
Here is a few ideas to get you started:
- Best grandparents in the universe… took their grandkids to Disney World
- World explorers
- Conquerors of their own destiny
- Sleep easy every night
- Not a care in the world… when others are fretting over retirement
- Excited that they found a way to take a 6-month European trip and it didn’t put a dent in their retirement… they found the money!