First, Move Them
St. Jude Children's Hospital knows that if they touch audiences with the plight of the kids they treat and what their families go through, they can move people to open their wallets and donate to the cause. That's the focus of their fundraising ads.
Putting a spokesperson on camera who announces that the hospital exists to help children with life-threatening illnesses, followed by a plea for donations, would get far less response.
Nike knows that moving people with thoughts of achieving greatness like their sports heroes sells shoes.
Harley Davidson knows that moving people with messages and images of independence and freedom on the open road appeals to like-minded riders and sells bikes.
Cracker Barrel knows that moving people with food and décor and atmosphere like folks used to experience in the “old days” brings people into their restaurants.
When a business runs an ad, that business is asking for time, attention, and ultimately, the effort and financial sacrifice of purchasing their goods or services.
Most of the ads I have ever read, watched or heard have asked me for these things without providing me much incentive to do so, other than getting a product or service in return for my money.
They're asking before they're giving.
The friends I've had gave me things to get and keep my friendship. Fun. Shared experiences. Understanding. Help when I needed it. A friendly ear on a bad day. Laughter.
The people I exert myself for physically and financially provide incentives before my wallet and my time are offered.
But in their ads, businesses ask first.
Businesses can do something for everyone in the audience before those people ever walk into a store or visit a website...make them feel something.
If a business owner wants to get people's attention and strike up a virtual friendship with them, make them feel something before asking them to do something.
Words and images can be powerful. Messages can touch people deeply and move them to do things.
Businesses should take advantage of opportunities to talk to mass audiences as frequently as possible. But when those opportunities come, make the most of them by making people feel something. The deeper and stronger the feelings, the deeper and stronger the bond that develops.
If you want people to do something, first make them feel something.
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