One of the best marketing strategies for growing small businesses is ‘Call to Action’ marketing. Call to Action marketing leverages emotional appeal through advertisements towards a specific group or demographic in order to increase sales of products or services. For example, life insurance companies will often use fear, or the realization of mortality, as an emotional appeal in order to sell life insurance to elderly and mature couples. Likewise government agencies will use inspiration as an emotional appeal in order to enroll more members for a specific cause. The point of Call to Action marketing is to appeal to the potential customers’ emotions and the key to appealing to a customer’s emotions is using complimenting words and grammar.
Words that compliment the intended emotions will help to ensure that the viewer rebuttals an emotional response once the message or advertisement has been decoded. The emotional response will vary from ignoring the message to responding as the business originally desired. However, for an emotional response to be guaranteed grammatical techniques will need to be realized for every form of emotional appeal advertisement that is being attempted. For example, grammatical techniques will have to be used accordingly for advertisement campaigns based on happiness, humor, inspiration, romance, and fear.
Businesses that primarily pursue advertisement campaigns with an emphasis for happiness usually consist of homeowners’ insurance companies, vehicle dealerships, and even local gift shops. Advertisement campaigns with a happy emotional appeal can be more successful for these types of businesses because the whole family benefits from the product or service sold. However, to properly convince potential end users that they’ll be happy with their purchase specific phrases will have to be tailored in order to call customers to action. Some phrases may be:
“While supplies last.”
“Come and see.”
“Limited time offer.”
Businesses that pursue advertisement campaigns that include an emphasis on humor as the emotional appeal primarily sell products or services that tend to sell themselves. For example laundry detergent, deodorant, toothpaste, soap, cell phone contracts, coffee, soda, and even chips are purchased routinely and need little to no advertising to complete a sale. This allows businesses that sell these products and services more creative freedom when designing an advertising campaign. All that is necessary is for the humor to appeal to the specific demographic that is being marketed towards.
Inspirational advertisements appeal to those who are interested in investing in their future either career wise, financially, or educationally. So businesses or even non-profit organizations that are looking to increase memberships will benefit the most from advertisement campaigns with inspiration as the emotional appeal. Some examples are law enforcement agencies, universities, vocational colleges, hospitals, and animal shelters. As a grammatical technique specific words should be emphasized in order to achieve inspiration as an emotional appeal. These words include:
Of the more successful Call to Action emotional appeals is that of romance. Couples of all ages can be easily targeted by businesses that specialize in getaways, romantic retreats, anniversary gifts, and of course Valentine’s Day celebrations. This is made possible because there is already an extreme amount of attachment towards an individual’s significant other that marketing campaigns structured around love and passion appeals directly to a potential customer’s emotions. Words and phrases that can be emphasized to achieve a more competitive romantic appeal are:
“Discover a getaway.”
“One and only.”
Fear has an inherent and profound way of calling almost every individual to action. However, businesses that leverage the emotional appeal of fear successfully usually market products and services such as automotive, life, and health insurance, legal aid, and medicinal treatments and care. Emotional appeals of fear hardly every work on any other product or service that does not offer substantial life-changing assistance or benefits. Advertisements that stress fear mention how end-users will benefit by preventing bodily injury, legal persecution, and even death, by purchasing their product or service. The return on investment made by the businesses’ marketing campaign is based off of a realization of facts that a specific target market comes to when exposed to the advertisements.
“Emotional Ads Work Best.” Roger Dooley. Neuromarketing
“10 Tips for Creating Effective Calls to Action.” By Marianne Cellucci. Business to Community