“Our job is to figure out what they're going to want before they do.”
- Steve Jobs
Strong brands are our reputation. A brand with a good reputation is a beam of light, survives recessions, and shows great value no matter what it is they deliver. You can serve many but only those who feel like YOU “are-their-people” are the people who will be committed, high-paying buyers in your next round of clients!
“Emotional Marketing can increase business by 70%”.
- Harvard Business Review
It’s your responsibility to learn why your couples and clients buy! Any small business can easily learn about its customers’ emotional motivators through reviews, surveys, or just simple conversations to better understand their expectations and needs.
QUESTIONS I RECOMMEND ASKING YOURSELF:
• By working with us they will feel?
“They had a fairytale, stress-free…”
• If they don’t use us, they will feel?
“They didn’t have the best XYZ...”
• What keeps them up at night?
“Family dynamics, money…”
• What would make their experience easier?
“More detail, more communication…”
• What would our client pay for?
“Time, full service, shortcuts…”
9 Ways to Leverage Emotional Marketing
Small businesses should pursue emotional connections as a science—and a strategy! There are 9 key ways that clients emotionally buy. How do we satisfy their emotional needs and give them confidence that we are the small business for them? Ensure you are taking advantage of the emotional triggers and provide a solution through your expertise & business.
1. INSTANT GRATIFICATION
Ideas for leveraging this:
• Promptness in your interactions. Choose how you want to communicate with your clients, and be available within the boundaries you choose.
• Share your roadmap to a successful event in advance by publishing your “process” on your website. Set expectations.
• Determine how you best can show your clients’ progress; if it’s reporting, status updates or other high-touch details.
2. JOY
Ideas for leveraging this:
• Showcase photos of real weddings on your site that show how people feel working alongside you.
• Sharing possibilities within your portfolios online is a great way to inspire and delight your potential clients with hope for how their website can look. I recommend at least 6-9 wedding portfolios per website.
3. TRUST
Ideas for leveraging this:
• Validation from potential clients can come through reading past reviews. Showcase what others have to say.
• Press, media, and publication features. Seeing known names trust you allows you to leverage trust.
• Sharing behind-the-scenes on social media is a great way to ensure someone doesn’t feel like they are being hoodwinked.
4. ANGER
Ideas for leveraging this:
• This isn’t about bashing others, this is about share things clients aren’t thinking of for them to feel contrast between other service providers offerings.
5. FEAR
Ideas for leveraging this:
• Being transparent about what they get will allow them to not feel concerned about what you might not do for them.
• Be sure to position your expertise to let them know “to-have-what-they-want” is only capable with you
6. EMPATHY
Ideas for leveraging this:
• Get personal and listen. Ask personal questions and take note.
• Surprise & delight with personalized gifting and things to help them feel seen.
7. BELONGING
Ideas for leveraging this:
• Make yourself the “go-to” in your community by showcasing your expertise on a blog or email newsletter.
• Provide resources
8. PRIDE
Ideas for leveraging this:
• Build confidence by sharing your value and describing what sets you apart. A powerful About page on your website can help with this.
• Be one step ahead and personalize a timeline and system process per client to make them feel taken care of and pride that you are their person.
9. VALUES
Ideas for leveraging this:
Share what you believe in and stand for by showcasing logos, icons, and other resources to causes you care about.
You are more than just your “title” of what you do - florist, planner, photographer, makeup artist - Your brand can be known for values, joy, empathy, and leadership over the service it is that you do! Lean into how you make people feel.
I challenge you to identify and measure emotional motivators in your current and past couples and craft your marketing strategies around that as you move forward and resonate stronger with your niche.