In a previous article, we discussed how the average consumer believes they are more rational than they actually are. We cited evidence that decisions made on which service and product to buy was often more emotional than rational. Understanding these rational and emotional concepts for video can help you connect with your audience.Here, we discuss some of the tactics you might use in choosing which direction to take when building your video campaign. Are you looking to encourage your audience to feel a connection or will you engage their logic?
Common Rational Arguments
The concept of rational marketing attempts to instill the idea of great value and quality. Appeal to simplicity: Everybody wants convenience. This is a common tactic with technology products and services; the problem is that the extra convenience can be expensive as most people will be happy with their existing home computer, their cellphone or their television. Why should they spend a lot of money on a new model? Appeal to quality: We’ve all seen commercials that state “we compared our product to the four leading brands and ours came out best” and “In blind tests, consumers preferred…” In each case, we are making the claim that we have asked people just like you which product they prefer. Appeal to science: cosmetics advertisers commonly use this tactic. Using such terms as “scientifically proven” they engage our rationality to show that the product has been rigorously tested under lab conditions. People accept science as an authority
Common Emotional Arguments
Emotional marketing attempts to engage the audience on the human level. David & Goliath: The biblical tale of the little guy overcoming the odds to defeat the giant is a useful one for advertisers. They will use terms like “family run” and “traditional”, the unspoken implication that they are succeeding against bigger businesses. Buy from them and help David compete against Goliath. Fear of Missing Out: One of the most common tactics in the last few years is to encourage consumers to make a quick decision. Advertisers engage the fear of missing out by using loaded terms like “hurry, this offer is only for a limited time!” and “offer only while stocks last”. Because you deserve it: Appealing to our ego, this line of advertising encourages us to believe we have earned such a luxury. Whether it is an expensive vacation, a new cellphone or anything else that is not a basic need, they appeal to the side of us that will think “yes, I’ve worked hard so why shouldn’t I pamper myself?”
Not a Black & White Issue
How your video campaign is presented to the audience is sometimes a matter of choice, sometimes a matter of the audience’ expectation, but the balance is rarely a black and white issue. Sometimes, a consumer will allow emotion to sway their decision and later justify the decision they made with reason.