Are You Promoting Literally or Emotionally?
Understanding why emotional responses to ads are more influential on a person’s intent to act than the content of an ad itself.
Over the last couple of years, I've stumbled into many communities on Facebook in the efforts of higher learning. Over the past 6 months or so I've been fortunate enough to be a part of Jasmine Star's Social Curator group. Jasmine is a social media influencer and hosts a fantastic community of savvy business owners.
One of the points she focused on in a recent masterclass was the difference between literal and emotional communication on social... and that got me to thinking (of course) about how it relates to music and musicians.
IT'S NOT ABOUT YOU
+ 3 Audience Temperatures: Why To Strike When the Fans Are Hot
"Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad." Check out the whole article here from Jami Oetting, Hubspot.
So how can we use this in our promotional messages? When you think about how closely related a live concert and music are to emotions and experience, it won't take long to generate great ideas for your brand!
LITERAL VS. EMOTIONAL
- Literal example: "Come check us out at Indie Tavern! We're playing all the classic rock hits! This Friday, show starts at 10PM!"
- Emotional example: "Leave stress at the office and enjoy a trip down memory lane! It's a classic rock party and you're invited. Friday 10pm @ Indie Tavern."
It's basically a fill-in-the-blank game where one person reads a story out loud to other players and they fill in blanks with nouns, adjectives, proper names, etc. Once it is filled out, the reader tells the story using all of the "nonsense" or out of context suggestions.
FILL IN THE (EMOTIONAL) BLANKS
- Describe the typical PAIN or negative situation your audience might want to leave.
- Describe a PLEASURE they might want to move towards (*keep it clean now*).
- Try to highlight the type of experience and/or genre your audience could expect.
Again, this is just an example, and it can also pertain to your music. It doesn't have to just be about events.
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