Feedback for Existing Copy | Offline Marketing Tactics

Oct 9, 2016 by

Feedback for Existing Copy | Offline Marketing Tactics

Feedback for Existing Copy

  • The body copy and unsubscribing paragraph comes off as “fake”, or “not-genuine”.
    • Emails need to come off as personally meaningful, otherwise email won’t be opened at all (Ryan & Graham, 2014)
      • Consumers like things that make them feel comfortable
        • Cues that provide personal connection, relevant topics and themes that they find personally meaningful
        • Familiarity – recognizable sender names (celebrities, spokespeople, consistent personal tags)
      • One of our brand’s core values is Trustworthy
        • Which means that everything we release has to increase trustworthiness. Funny, yes, memes, yes, but any copy that decreases trustworthiness, genuineness, and honesty goes against our brand
        • ‘Trustworthiness demands utmost honesty, credibility and transparency’ (Ryan & Graham, 2014)

 

  • The copy has a really good rational component, but doesn’t really play up the emotional component to get people engaged in the brand
    • Brand attitude links the brand with a purchase motivation through a benefit claim (Rossiter & Percy, 1987):
      • A benefit claim includes a cognitive (rational) and emotional component
      • The emotional component is comprised of a dynamic emotional sequence

Emotional Appeal

  • We want a dynamic sequence of emotion to be triggered in our email copy.
    • Our brand relies on four of Rossiter and Percy (1987; 1991)’s identified purchase motives:
      • [Drive Reduction] = Negative -> Neutral Emotion
        • Problem removal (solve)
          • Annoyance -> relief
          • Because of our Tagline (Solving first world problems)
        • [Drive Increase] = Neutral/Negative -> Strong Positive Emotion
          • Sensory gratification (enjoy)
            • Dull -> elated
            • Because of our Brand Essence (Cheeky Fun)
          • Intellectual Stimulation (explore, master)
            • Neutral / Bored -> Excited
            • Neutral / naïve -> competent
            • Because of our Brand Promise (“you do you, better”)
          • Social Approval (personal recognition)
            • Neutral / Apprehensive -> Flattered
            • Neutral / Ashamed -> Proud
            • Because of our Company Name (“Thanks Bro!”)

 

  • We want especially to elicit the strong positive emotional reactions from the user’s neutral state through the copy
  • And create urges in our consumers for behaviours found in Rossiter & Percy (1987)’s parentheses (e.g. explore, master / personal recognition, etc)
    • Feel-good effect [of copy] increases brand value in consumer’s mind (Blackston, 1995)
    • Connection with advertising is mostly emotional, and if the emotional experience is positive, also affects favourable decision-making (Isen, 1984)
    • Attitude toward brand is mediated by emotional experience raised by advertising (Murry et al., 1992)

 

  • We want the copy to be congruent with and enhance the ideal self-image of our end-user.
    • Because enhancing the ideal self-image of our end-user/consumer is our brand promise (“you do you, better”)
    • The more significant the emotion change (i.e. the more engaging the positive emotion at the end is), the more impactful it is (Rossiter & Percy, 1991)
    • Every customer carries a template of the ideal person they want to be (Johar & Sirgy, 1991)
    • The more an advertisement enhances the consumer’s ideal self-image, the more impact it has and vice versa (Kover et al., 1995)
    • The abrupt emotional change comes from a consumer reading copy. If that affect is congruent with that person’s (positive) ideal image, the impact of the advertisement increases (Kover et al., 1995).
    • The Millennial’s ideal self (in general) is autonomous, independent, and individualistic. Self-realization is at the peak of success (Varela, 2013)
    • The [overall] ideal emotional self is one who is “competent and caring, arousing and active, but full of desire.” (Kover et al., 1995)

 

Opt-ins

  • This best happens because they want us in their life – so the copy needs to establish a personal, warm, and friendly emotional connection as well as the rational one (Chauffey, 2003)

Activity (Two-Way Marketing)

  • We want our subscribers to play an active part in our community and emails are a big part of that
    • As activity encourages user participation and interaction with the brand (Chauffey, 2003; Ryan & Graham, 2014)
    • Activity can be: Filling out polls, making suggestions for the future, rating and reviewing products (Chauffey, 2003)
    • Users need to see that they are being valued by the interaction (Chauffey, 2003): the marketing has to offer a channel going both ways

 

  • We want our subscribers to be able to suggest first world problems that we could solve in the future with the right products and services
    • The email for that is suggMestions@thanksbro.co.nz

 

 

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