To create marketing people love, you need to appeal to their emotions.
As said in his blog, "People buy on emotion—and justify by logic." You can learn more about emotional persuasion at the Wikipedia post where it lists these appeals to emotion:
- Presentation and Imagination
This ad "connects" with the viewer because it contains a human hand. The connectors on the fingers make you think about why they are there. Are they hurting the hand? What are they doing there? Adding a body part into an ad is like adding a person. It's also one reason testimonials are successful when there's a photo of the person, looking at you, telling their experiences. If the story is good enough, your opinion will be changed.
Why does this ad evoke a visceral reaction? No one likes a messy job. Here's a solution. And then, there are those hands again! You only have a few seconds to introduce the main benefit and visual that backs it up. The double entendre, from something that you can hold in your hand to a push-button effort, always helps develop the main visual and headline. Your brain looks at it like a riddle. And who doesn't like trying to solve a riddle?
This is one of the most humorous ads the agency has ever produced. It was fun to do and started out as a takeoff on the Splice Girls, but the lawyers said we had to make it a parody. So out went the attractive young ladies, and in came the construction workers dressed in drag. Those husky models were a bit surprised at the costumes we had for them! Like other successful ads we've done, it was immediately ripped out of the publication and stuck on the company billboard with callouts of the likely suspects in the company identified! It's the print equivalent of going viral.
This is the most "graphic" ad the agency produced and so were reactions. Some people really didn't like it, but most were amused and everyone remembered it. Phone calls to the client (immediately after publication) complained it cast the industry in a bad light. (The rendering business is in the business of reducing carcasses to pulp for further processing.) This ad style is hard to pull off. Industrial marketing's job is to tell a simple story with a benefit. Not to polarize the market or give the viewer any reason to go elsewhere. If you can't be funny, memorable and educational in industrial advertising, you're on thin ice. Negative ads almost always backfire in B2B. Your local TV news is all about bad news, social media is about good news. Read more about that effect in The Economic Times.
The use of strong, evocative words can make your ad work. The play on words leads to the small application photo.
Trade show displays can elicit feelings as well. It was a bit of a roller coaster ride for the creator of Connectosaurus Rex. Can you imagine having sold the idea and then having to build it! This is a highly conservative industry, but the final product was a big hit. We even added a sound track. As the visitor walked by the monster piped up and told a joke!
Last but not least, this ad won awards for its direct simplicity. Rules were made to be broken and this ad was negative toward the rumors competitors were circulating about our client. The ad reiterated those rumors and then refuted them.
If you liked this post, contrast it with Green marketing communications. Where you are going to have to use your brain, at some point.
Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads