Instagram Power by Jason Miles

Author:Jason Miles
Language: eng
Format: epub, pdf
Publisher: McGraw-Hill Education
Published: 2019-03-06T16:00:00+00:00

Five Levels of Connection to a Message

Prospects will bond with your photography and messages at different levels. Sometimes you hit a home run—the emotional response to your work is intense and urgent, and a buying decision is easily prompted. Sometimes the level of emotion is not obvious—you only hit a single, and your target market responds mildly to your effort. Sometimes you strike out, and there is no emotional bond formed with your images and associated copywriting. When you do find some success, you are aided by other people’s positive sentiments. If people start expressing a positive sentiment about your Instagram images, then you’ve got allies rallying to your side. You’ve got a tribe, and the members of your tribe are helping you deliver the message.

There are different levels of resonance people will have with an emotional trigger. Five immediately come to mind. Let’s review them in order of weakest to strongest:

1. They hear it from the company. The positive sentiment is expressed in the item description or on the image in a way that makes it clear that the company is emotionally “up” about the item. People notice it, but the feeling doesn’t transfer to them.

2. They hear it from a third party. Seeing a product photo on Instagram and noticing that other people are enthusiastic about it is a higher level of resonance. It is more authentic and powerful to see other people expressing their feelings about something. This is the level at which an Amazon book review resides, for example. This level is relatively easy to obtain on Instagram if you have a following of people who are enthusiastic about your niche or industry.

3. They hear a weak recommendation from a person they know, like, or trust. A personal mention of a product or service from someone people know is a fairly powerful emotional driver. This happens every day when people express a need. Someone will invariably try to be helpful and recommend a product or service, even if he or she hasn’t personally tried it. Statements like “I heard so-and-so is pretty good” are common occurrences and provide emotional comfort on several levels. They allow the prospect to have an excuse to buy something, in addition to fueling curiosity.

4. They say something privately about the company. The level of emotional engagement goes up dramatically when a prospect is the one expressing the positive sentiment. When a person says, “I want that,” even privately, his or her emotions are involved in a way that has a powerful effect on the long-term buying decision.

5. They say it publicly. When people are enthusiastic enough about a product or service to put it on their public wish list, then they are engaging emotionally on a very high level. On Instagram, you see people do this frequently, and their positive sentiment is encouraged, reinforced, and seconded by other people. When a group starts collectively saying, “We want this,” a virtual frenzy occurs. Look again at the ModCloth image and the 13,200 likes and 353 comments and imagine what that would mean for your product or service.

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