Advertising: Playing on Emotions

Businessmen often find the results of advertising unsatisfactory. In most cases, the problem lies not in the delivery channels of advertising, but in its content, in which human emotions it touches upon. Take a look at your advertising leaflets. Check the advertisements in the press. Reread the articles on the website. What emotional buttons are you pressing with your clients? If such buttons are missing, if your advertising is emotionally "frozen", this book will be of great benefit to you.

With hundreds of examples (from the practice of B2C and B2B markets), the author analyzes the seven most powerful emotional triggers that motivate a person to take action. These are envy, curiosity, fear, love, greed, vanity, and guilt.

If you build your advertising using at least one of these emotional triggers, your advertisements, banners, websites, and business proposals will become significantly more effective.