Emotions and the Power of Radio
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel” – Maya Angelou
Think about the last time you read a book or watched a movie that made you really happy – filled with joy and hope. Or the last time you heard a song that broke your heart, brought you back to the time you first heard it. Radio has that same power.
Emotional marketing can be used to tell a story about your business, to really connect the listener emotionally. Words that are sensory-laden, sentimental or empowering have a demonstrable impact on the emotions of consumers. Before logical or well considered decisions occur in the human brain, an emotional connection needs to be established. Emotions can be considered as the gatekeeper to further decision making.
Words can be more powerful than pictures, executed in the correct fashion. Audio can generate stronger emotions than visuals, especially when tonality in the ad is used correctly. Humans feel four basic emotions: Happiness, Sadness, Anger, and Fear. Studies have shown connecting to the listener/consumer on an emotional level is the key to successful campaign.
Let’s review the 4 basic emotions and the connection to effective radio advertising:
Happiness: Brands that want to be associated with happy clients/customers generally approach advertising in a positive manner. A terrific example of this would be a restaurant or pub, relating to the listener on a personal level. Through creative writing and editing you can paint a picture of friends or family bonding over a pint or a meal. Laughter, comfort, and bonding. Doesn’t that make you all warm and fuzzy?
Sadness: More and more businesses are recognizing the effectiveness of moving ads. Think of the last drunk driving campaign you heard – likely strongly leaning towards a personal loss. Father who is not returning home to his children, a dog wondering why his owner didn’t return home for him, parents finding out their youngest was killed by a drunk driver on the way home from school. You feel sad now, don’t you?
Anger: Stirring anger in listeners is a powerful tool to wake people up and encourage them to take charge. This can be portrayed with the “injustice” of something. Environmental ads are a great example. Another example could be a divorce lawyer, stating the injustices you as a client may be experiencing from an ex husband or ex wife. Spouse won’t work but they still want half your hard earned money?? Mad yet?
Fear: Fear can be used to drive a call to action. When scared, it can create a stronger bond between the brand and the consumer. When people are scared, by human nature they want to be comforted. This may seem hard to understand, so consider this. ABC Insurance runs a commercial about vehicle coverage. They portray the outcome if you DON’T have coverage. The medical expenses, the possibility of loss of home or work due to injury and destroyed families. ABC Insurance swoops in there, and offers the COMFORT of knowing you will be taken care of in the unfortunate circumstances of an accident.
Harness the power of emotion in radio advertising to build a strong emotional connection with consumers. You will stand out, people will remember your business. And remember – few people buy based on logic and reason. Psychology Today found when evaluating brands people are less likely to purchase based on brand attributes, features and facts and are actually 3 times more likely to make a decision based on the emotional connection they have to the brand.
What is your sound strategy?
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