How to develop your Identity Awareness

No one can deny that we live in a fast paced, many times impersonal world. Texting, chatting, and social network sites have taken over as the norm for communication and socialization  and even expected. Many would say that we have turned away from the heart of society and that we now live in a rational world. However, this is not true. What drives us is still emotions. Emotions drive our behavior; the world is driven by emotions more than ever.

For proof, look at our entertainment business. They are forever trying to keep up with consumers expectations in the thirst for extreme entertainment and the thrill of an emotional rollercoaster ride. It’s not an easy task these days and have lifted the bar to high levels. This is easily noted in face paced, action movies that demand your attention just to keep up. They incorporate unbelievable action scenes (yet believable), amazing cinematography, good acting, love scenes, scary scenes, and comic relief. Even the best love stories, though slower pace than action, draw upon all your senses to arouse your interest. No doubt, consumers love the play on emotions.

Drawing on your customers emotion is vital to a successful marketing campaign. If this important attribute is lacking, your money and time is wasted. Not good! In this economy every dollar spent needs a huge return. Consumers needs and wants may start with a rational thought, but if you want attention in the market, it’s emotion that sells. You must capture the mind and heart and then find strategies that make buying decisions emotionally driven by removing the rational questions that may turn customers away.

The profit of color and imaging.

How important is color? Consider these powerful facts from various marketing studies:

·         Color increases brand recognition by up to 80 percent.

·         Color improves readership as much as 40 percent.

·         Color accelerates learning from 55 to 78 percent.

·         Color increases comprehension by 73 percent.

·         Color ads are read up to 42 percent more than similar ads in black and white.

·         Color can be up to 85 percent of the reason people decide to buy.

It’s very important to know which emotions will trigger your target audience to buy your product or service. To accomplish this goal takes a combination of attributes. Images and colors are the quickest way to draw a consumer in. In our quick paced society, you have three seconds max to make people pause and notice you. Seldom is that accomplished with words only. Another study found these interesting facts:

92%  Believe color presents an image of impressive quality
90%  Feel color can assist in attracting new customers
90%  Believe customers remember presentations and documents better when color is used
83%  Believe color makes them appear more successful
81%  Think color gives them a competitive edge
76% Believe that the use of color makes their business appear larger to clients

Whether a person knows it or not, a certain color will trigger a certain response. If you want their response to reach out to you, know your colors and their related response.

Lastly, you need emotionally responsive words. They are important, but should never stand alone. There are words that generate an emotional response. Applying emotionally responsive words to your marketing products will increase your sales, but should never be taken out of content.  Keep in mind industry specific information that applies to your products/services, and make sure your offerings fall in line with your industry. Failure to do that will destroy your credibility and reduce the trust you are trying to build.

Your marketing efforts are the first or last that a consumer knows of you. Make it good and make it memorable. Here’s to your success.