The Emotions of Marketing Your Product

As anyone in marketing will tell you, its about results! But, what generates results in marketing? Now, that is a loaded question . . .

Balancing Art and Science

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Marketing is a unique industry because of one undeniable trait: its as much about the artistry as it is about the science. A well targeted campaign can completely miss if it doesn't catch the target demographic's attention. Likewise, you can make the most beautiful and artistic mailer or advertisement, but without the right audience for it, your campaign will fall flat.

An effective marketing campaign is a marriage of artistic creativity with scientific analysis. The most difficult part of any campaign is not figuring out to whom your marketing, but how to get through to them. While I wish I could give you a golden rule for success, I can't. Every industry, every product, every campaign, and every consumer is different; so, every marketing campaign should reflect that. While you want to show what makes your product superior to comparable products, you also want to show that your business understands your customers' needs more than another business.

Emotion's Role

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So how can you do that? Well it takes some work, but if you can infuse all your research and data with a creative way to reach your customers, you will leave a lasting impression. So once you have your numbers and target demographics, you need to figure out how to appeal to them. And the strongest driving force in any person is their emotions.

While the earliest research and discussion concerning emotional factors in human decision making are credited to Charles Darwin, in 1990, Psychologists John Mayer and Peter Salovey introduced the official term, "Emotional Intelligence" to the scientific community. While initially it was somewhat controversial, after over two decades of research by thousands of psychologists world-wide it is widely accepted concept in the field. Emotional Intelligence is defined as "the ability to identify, assess, and control the emotions of oneself, of others, and of groups."

Essentially this means; a high level of understand for the emotions of people, or a particular group of people (i.e. your demographic), will allow you to influence their decisions. Simply: Emotions drive human behavior. Therefore, the stronger the bond between a person's emotions and a product, the more likely they are to use that product.

Bonding Emotions and Your Product

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So how do you create a strong bond? Obviously you want to find the right emotions to associate with your product and, more importantly, find the right way to coalesce your potential customers emotional needs with your product or service.

It all comes down to determining which emotion you want to associate with your product. Then design a marketing campaign with the goal of seamlessly evoking that emotion in your potential customers. For example, a current emotional appeal that is very popular is the BRINKS Home Security Commercials. They show a family having a home broken into and because they have Brinks, the robbers scurry away in fear. This is very effective because this ad associates their brand with safety and comfort, while engendering a fearful mood. This ad is double edged because now you are concerned about home security, and you are emotionally reinforced with comfort by the knowledge you are safe once you do buy a home security system. 

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Obviously if your a mortgage company, fear might not be the way to go, you might go with joyful family times in a new home. It is about understand who you are trying to appeal to and properly choosing the right emotions for your product or service. If you can successfully do this, then you've successfully marketed your product.

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By: Will Pearlman

The 3 Basic Themes of A Viral Video

Nowadays everyone wants to grow their online presence and exposure. Nowadays everyone wants to be a part of the "online sensation." Nowadays everyone is posting a blog, creating a Facebook group, and adding a Twitter account. But, nowadays your blog is just another one among billions. So how do you differentiate yourself from the others in a cluttered cyber universe? The answer is viral. 

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We all know about viral videos, games, photos, websites, etc . . . They catch like wildfire and within a week a page can go from 100 views to 10 million. But what elements cause something to go viral? If everyone could make something worth being viewed 10 million times everyone would. However, if you examine most internet sensations, you can simplify viral phenomenons into 3 simple categories:

1. Shocking

A shocking video usually generates traffic on any site. Whether its because of violence or absurdity, if it surprises people, especially if it is unscripted (or semi-scripted such as a flash mob), they will be drawn to it. While most businesses would not want to draw traffic for a "shock" video, for some companies, this might be an effective way to bring your target demographic to your site. However, many consumers can be turned off if you choose the wrong type of "shock." A scary video that makes you jump at the end might be good for a movie company, but if your a financial planning firm, shocking your potential customers might not be the way to go.

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2. Humor

Humor in viral videos can be achieved in many ways. For the internet, the most popular videos tend to be awkwardly funny. Unless they are highly scripted and situational (which usually means you have a decent budget), awkward videos are a great way to make people laugh, get your brand recognized, and avoid blowing your budget. Maybe your video is an awkward customer being helped by your friendly employee but the customer is so awkward it is humorous. You could make the video a confusing everyday situation or just a really strange combination of things in a photo that somehow work together. The key is making sure it is outrageous. If you keep your humor within reason it will not go viral online. 

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3. Sentimental/Cute

Sentimental videos are very difficult to achieve viral status with for a business. Most cute/sentimental viral videos are of kittens cuddling with dogs and disabled individuals accomplishing incredible feats. While those can be inspirational, they usually lack production and the intent of generating brand recognition for a company, outside of the healthcare industry. However, if your a financial or insurance company, or in another similar industry, you can create a sentimental video targeting your demographic. While youths tend to be less interested in sentimental videos, more mature citizens - who are now more active than ever on Twitter, Facebook, and YouTube - will value a well produced and written video that associates your company with their emotional concerns. 

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Marketing your company through an internet ad on your website or YouTube could be a great way to boost traffic if you can pick a theme and style relevant to your business. Remember though, if you miss, MISS BIG. A big miss has a much greater chance of generating traffic than a conservative miss, which will get lost among the masses online. And, if you miss big, you will still generate traffic, if for no other reason than curiosity.

While there are many other aspects involved in designing a viral video, these three categories are the basic types of videos that go viral. Just make sure when making a viral video you understand what you are going for and go BIG. If your going for a sentimental appeal, really try to draw on people's emotions. If you want to make people laugh, make sure they're in tears. If you want to shock people, make sure they jump out of their seat. No one forwards a video that makes them slightly chuckle. But a properly designed viral video can boost traffic to your website and ultimately boost your name recognition and sales.

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By: Will Pearlman 

Check Out Some Great Viral Video Examples Here!

Envelope Mailing: The secret of the 99% open rate

Post cards are great, but sometimes (particularly in business to business mailings) post cards cannot deliver even close to the response of a postcard. Why? A letter presented in an envelope is more likely to be delivered to the addressee, the purchaser, rather than get tossed out by the person who filters the mail.  Often, a letter in an envelope is a more formal way to reach out to prospects and customers, but the distinct disadvantage is that in order to present your offer, you have to convince your prospect to first open the envelope.  Thankfully, we have some experience here and we are willing to share what we have figured out from many mailings past.

Should YOU test your mailer in an envelope?

Sneak past the gate keeper

            Some companies’ products and services are better suited to mailers sent in envelopes than others. Generally speaking, any business to business mailer will have a higher response if mailed in an envelope- even if it is as simple as sticking a postcard into an envelope. A plain envelope is the most likely to get past the administrative assistant sorting mail and into the hands of decision makers The goal is to get the offer past the assistant sorting mail and into the hands of decision makers.  Finance companies, insurance companies, and credit offers are always better served in an envelope. But it doesn’t stop there, our envelope mailings have worked for many professionals including; doctors, dentists, realtors, home improvement companies, travel agencies, and many others!

 Advertisements for anything generally perceived as an impulse buy is better left out of an envelope so offers can be used to grab the attention of the reader as they sort through the “junk” mail.  

Target with Precision

            We might sound like a broken record here, but data selection is the most important part of any mail campaign. Regardless of design, offer, personalization or any other features you equip your mailer with, you will not evoke a response unless you are soliciting the appropriate audience. Take extra care when ordering or selecting the list of those you wish to mail to, and consider working with your local data vendor to create a “customer model” of your ideal prospective buyer.

Once you have selected the ideal mailing list you need to optimize the layout and design of your piece to best entice those who will be receiving your mailer.  One of the best ways to grab the eye of any potential customer is to call them out by name.  Instead of addressing the envelope to RESIDENT, CEO, or valued customer, address the envelope with the name of the person you wish to reach. If you do not have this information in your own data, there are plenty of data companies that can provide you with a list of names, addresses, job titles, and even phone numbers if you wish.The more your mailer appears like a personal correspondence, the more likely your potential client will open and read it, so even consider putting a little note on the front of the envelope with the prospects first name inviting them to look inside. Keep in mind that 69% of people will open an envelope just because there name is on it.

Be Consistent.

            A recent study conducted at Cornell University by Dr. Alice Isen concluded that, regardless of the product, if people are familiar with the brand, they will rate a product more favorably if they like it and less harshly if they do not. Therefore, the more familiar a prospect is with your brand, logo, and offer, the more favorably they will feel towards it. Response and redemption rates prove this theory; the best response rates occur the second or third time a piece is mailed to the same list. If you’re worried about getting boring, rotate the outer envelope to keep your prospects guessing. People are forgetful, so sending the same mailer multiple times can serve as a gentle reminder about your offer. Just be careful not to drive people crazy (Read More).

Getting the Most Out Of Your Ad Dollar: Maximizing Your Niche Market

Find the Right People In Need!
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Every business markets to a niche (and to end this debate: pronounced "neesh" in its original French, but commonly pronounced "nitch" in American English, both pronunciations are acceptable). While conventional knowledge considers niche markets to be specialized, your business does not have to be to market to a niche; particularly if you are a small or medium sized business. A niche can be as large of a classification as sports fans, or as specific as high-end custom motorcycle enthusiasts in the greater Detroit area. Effective niche marketing comes down to finding the right size niche for your business.


We all would love our company to be the only one out there but that simply will never be the case. Conventionally, if you a mortgage company you might consider advertising to all potential home buyers in your area. That's fine if you live in Clinton, Indiana (population around 4,000), but if your in Los Angeles, California advertising to every potential home buyer is probably not the most cost effective way to generate business. Please note: It is difficult for many business owners and salespeople to understand that specialized, reduced, targeted advertising does NOT mean less sales! What niche advertising provides is less cost for the same amount of sales generating greater profits!

Increase Your Return on Investment, Not Your Spending!
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For small and medium size businesses who can't afford to spend on expensive large scale campaigns, identifying the right niche for your business is the key to success. For a mortgage company, decide to focus on newlywed first time home buyers, or perhaps focus on the condominium market. Find a demographic that your business has the capacity to handle effectively. If your a small upstart, don't worry about trying to attract multi-million dollar home buyers when your better off having ten sales of $300,000. This is especially true for young companies starting out, if you can become the staple for that niche in your area, you'll notice your business will naturally grow beyond the demographic you first targeted through your reputation.

To market effectively to your niche there are 4 keys:

1. Who is Your Niche?

Which is the best niche for your business?
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Before you design a marketing campaign for a niche, you better know as much as you can about them. What they like, buy, demographic information, the more you know about the people your marketing to, the more effective your campaign will be and the greater your return on investment will be. If you're looking to sell custom motorcycles to high end clients, it is important to understand who buys these bikes and what they look for in them. Additionally, what is the best way to get through to these potential customers. Clearly a TV ad is not the way to go for this sort of specialty market, but making a presence at trade shows would definitely generate business.

2. Offer Something Unique

Make yourself stand out to your niche
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What about your product or business makes it just perfect for that niche? If you don't have an answer, then you are marketing to the wrong group. Think about what your company does best and not always what is currently the most profitable; whatever your company is best at, will become the most profitable side as you grow. Then determine who are most in need of this product or service. Once your at this point forget about what you think, and figure out what your niche is thinking. If you were them, what would convince you to use your product over others.

3. Specificity

People Want to Spend, But They Want to Spend on Their Needs,
So Show How Your Product Meets Their Needs Specifically!
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When your trying to figure out which niche is right for your business, be specific. Many business owners believe it is better to miss by making your campaign more broad so it has greater appeal. I disagree with this ideology. By making your campaign specific you will connect with your niche making your ad much more impactful, which will have a higher rate of return on your campaign. Check your numbers: sending 5,000 mailers which are thoughtfully planned and connect with people in need of your service, will generate the same 500 sales as sending 50,000 mailers to a broader base of people, with whom your ad will have less impact, thus generating a greater initial cost and a lower return on your investment.

4. Tailor Your Presentation

Make Sure to Show, Through Your Ad,
How Your Company is The Perfect Fit!
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Finally, make sure if your going through the trouble to market to a niche, your advertisement truly connects with them. Whatever your business, design your marketing campaign to touch the lives of your potential customers. Show them why using your product or service, while enhance their quality of life in a way related to their niche!


Every marketing campaign is marketing to a niche, but you must use the niche that is most relevant for your business. Sure a national grocery chain might market to everyone, since we all eat, but very few businesses have that sort of mass appeal and size, so keep your business in mind and who buys your product to get the most out of your advertising dollar!

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By: Will Pearlman

Guerrilla Location

So you’ve been in business for a while, you’ve got a decent client base in your area, but of course, your looking to grow. However, budgets are tight and you can not just spend on endless advertising. Traditional methods can be effective, but once your business is established, how do you grow beyond your reach without overreaching?

The answer is what I like to call Guerrilla Location. Now most people at this point have some idea about street or guerrilla marketing. Between YouTube videos of flash mobs and street art campaigns you might have seen locally, guerrilla marketing have become an effective new force in advertising.

Street marketing has exploded for several reasons; it’s fun, it's cheap, and it leaves an impression on most consumers because it's usually unexpected and ostentatious. You rarely have more than a few seconds to catch the attention of your target customer so in that short time frame, what are the best ways to leave a lasting impression?

The first key is to understand what else your targeted demographic does in isolation from your industry. Maybe you produce skateboards and have been advertising in skating magazines and on local TV, but your looking to grow. You obviously know who is skateboarding and where they ride their boards, but what are the skateboarders doing when they are not riding their boards? Are they at a concert, if so what bands? Are they at the mall, if so what stores are they shopping at and what are they shopping for? Find events or other products your demographic uses, even if completely unrelated to your product, and make an advertising presence there.

The Key is to Stand Out!

Once you have determined other products or locations your target customers utilize, there are many creative and low cost ways to get your brand out there. It is one thing to sponsor an event; it’s another thing to leave a memorable impression at one. For this example, something like a giant 15 foot skateboard could be erected outside a concert venue in a public area - a low cost, fun way to keep your customers thinking of you. People will laugh at it, remember it, maybe take a picture with it; then post that photo on facebook and eventually your brand will be on their mind the next time they look to buy a skateboard.

This basic principal can be applied to any business. The biggest concern is understanding what your customer’s other needs are and creating an advertising presence in those locations. If this is done on a consistent basis, perhaps at least once or twice a month depending on your size, market, and industry, you can generate substantial brand growth through word of mouth about all the fun and creative advertisements people have seen for your brand.

 A Guerrilla Advertisment Can Be Anywhere!

If you can find a high correlation between customers in your industry and another industry, advertise at events in those other industries. You will stand out as your industry's sole representative and still effectively target your demographic. Perhaps you'll even bring in a few new clients who never used your industry but,  seeing your brand in conjunction with others, might inspire them to give it a try. Creativity in location can be more effective than your actual message, simply because you stand out. Find what your customers enjoy and do outside of their role in you industry and pursue expanding your marketing campaigns to these locations. 

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By: Will Pearlman