Using Emotional Advertising to Attract New Business

emotional advertisingWhen your potential clients are looking for a construction company, facts and data aren’t the only things they consider. How they feel about your company also matters. By appealing to emotion, you can create an immediate connection with new prospects that makes them easier to convert to clients.

Build Positive Associations

Shock and anger might grab our attention in the short term, but ultimately we’re more drawn to things that make us feel good. Showing your prospects the benefits of doing business with you is more likely to win them over than trying to scare them with horror stories about your competition.

If you build hospitals, you can associate your work with feelings of vitality, serenity, and hope. In your advertising, show how your family-friendly public areas evoke a sense of calm or how your flexible design approach allows for future technological advances that give new hope to both patients and staff.

If you specialize in commercial office buildings, aim to inspire feelings of satisfaction and excitement. Talk about how companies love to rent your buildings because their employees are happier and more efficient there.

Reflect Your Audience’s Values

To really connect with your prospects on an emotional level, you need a clear understanding of their values and beliefs. The emotions you evoke in your ads and how you choose to evoke them tell your prospects whether you really “get” them or not.

If you’re targeting start-up owners in need of their first office building and you know they want to be seen as bold and visionary, you might focus your ads on the pride they’ll feel bringing clients to the innovative office your firm built. If you work with property developers primarily interested in financial independence, it makes sense to talk about the satisfaction they’ll get owning an office building high-paying, long-term tenants love.

By appealing to emotions your prospects want to feel, your ads seem less like ads and more like messages from a like-minded group your prospects will be happy to connect with.

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