Why is a bad move? - 2

Promotion for traffic is a traditional way to do marketing, but time has changed. it is not a seller’s market any more. There are hundreds of choices for customer. The point is how to identify customers’ pain points to develop the new characters of the product. Then set the message based on “what is the matter to customers?” But how to make people remember?

Here are two most important aspects to have in the messages that should deliver to customers.

1. Visual imaging

the visual imaging is the most powerful tool to persuasive. Nothing else can be comparable. In 2006, former United States vice president AI Gore campaign to educate people regarding global warming, called "An Inconvenient Truth", more than ten years later, the only thing most people remember is an image that a pole bear trapped on a small piece of ice, and surrounding endless ocean. The truth is, based on the evaluation of scientists, there were only 2 or 3 pole bears dead because of global warming. Asking yourself what thing you can still remember the happened ten years ago? That is the power of visual imaging.

2. Mental Anchor

Mental anchor is to set up a mental connection based on people’s existing desire in their subconscious, like desire to see pretty female, it is why even a school ad uses a good looking woman.

How to do?

For example, one of the reasons family buy a new house because of new born, bigger space is what they are looking for. One of their pain point is when kid run around in the house, there are too many potential hazards to hurt babies. There are a few things are always about same height with kids’ eyes, like kitchen island’s corner, door handles, cabinet handles, etc. can we use push to open cabinet doors and drawers, instead of handles? Can we make the corner of kitchen island counter top more around? Can we use door handles with round shape like this? It is all about to make parents feel safer!

Another example is the kids need to stand on a stool to wash their hands few times a day. But the stool is taking space from the bath room usually tight already. Is there a easy way to keep the stool for kids and not bother everyone else?
Can we add a few of night lights for parents when they need to get up in the mid night to change dipper or go with their kids to pee. The night lights must be bright enough, but not dazzling in the dark.

All those little things added together as a new parents package to create a visual imaging that built a mental anchor. And gave an answer of “why is this house matter to me?” for potential customers.