Brand Messaging For A Strong Emotional Response has mentioned a few guidelines to help the campaign or any marketing activity to achieve. Nowadays, more and more people have the ability to be selective due to their time limits and other restrictions that has created a disadvantage for marketers to deliver the message to their potential customers. Hence, it is important for marketers to understand these guidelines to avoid any wasted resource in marketing activities. As it has mentioned: Get Physical; Keep it Simple; Keep it Close to Home, Focus on Faces; Make it memorable; Relevancy drives connection, Always sell hope, Don't lead with price; Mirror the Target Markets Values and Believability sticks. I strong believe in "Always sell hope" and "Don't lead with Price". For example, insurance company's may sell you the insurance for any kind of reasons before signing the insurance contract with them, when something happened during the contract period, they may ask you tons of questions and try to minimize their outgoing costs as possible for the claim. But, every insurance company have the ability to sell hope to the customers, hence that even though customers know when 'bad situation' comes, they have to go back to their insurance company to ask for a claim, although the claim does not cover the previous cost. In these situations, customers want hope, so insurance companies sell hope. 'Don't lead with price', when customers deal with pricing, they may be very sensitive, therefore, it is important that building a transactional selling is not gaining as much as relationship selling.
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