About Face: The Secrets of Emotionally Effective Advertising by Dan Hill

Author:Dan Hill [Hill, Dan]
Language: eng
Format: mobi
Publisher: Kogan Page
Published: 2010-09-02T14:00:00+00:00

What does it all mean? Well, for one thing two groups of motivations – empowerment and enjoyment – predominate among the sampling we’ve tested. They’re the most prolific. The second point, however, is that the self-esteem ads are the most emotionally potent. Half of the people we tested were engaged by them. Finally, the attachment group won handily in terms of the largest percentage of test participants whose overall emotional response was predominantly positive (while also tied for the most true-smile activity).

As a result of these emotional findings, it’s my belief that a company’s advertising will gain the most from focusing on self-esteem and attachment in terms of which motivations to leverage most.

Finally, as to tips on better plugging motivations into promoting an offer, how about asking the target market the open-ended question: ‘Why might you start using this product?’ Or show them a list of motivations and collect input about which one(s) the offer can plausibly address, and how well rivals are doing in that regard. No matter the approach, however, move beyond functional utility.

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