All of us wants to make more money or receive the equivalent in rewards of property or possessions. Everyone wants the security money can bring and wants to make more money with the least amount of effort. Thus we are all emotionally receptive to anyone that can tell us how to get more of it.
If you can make someone realize the profits they can make with your product, they will stop what they are doing and listen. Money is equally entrenched in the rich as it is in the poor, the educated and the uneducated, the petty thief and the drug lord. However, business owners are particularly focused on things that will make them money.
According to Roy Garn, in his groundbreaking book, “The Magic Power of Emotional Appeal,” an emotional appeal of money refers to ways of either saving, buying, winning, investing, or earning money. My wife says that I’m so cheap that I squeak when I walk so for me savings is an effective emotional trigger.
The other day I was driving through a construction area. There was a sign that said “fines doubled in construction area” and a speed reader that displayed your speed next to the posted speed limit. The “fines doubled in construction area” was a clear emotional appeal tied to money. That said, the emotional appeal to money could have been better stated. What if the sign said, “Exceeding the speed limit equals a $250 fine plus 4 points on your license.”
Next time you are at an expo and want someone to stop what they are doing and come to your booth, just wave some money in the air. No one will be able to resist the money wave and they will want to know more.
Want to get people’s attention? I suggest you drop a handful of coins. People will stop what they are doing and look at you.
Each person’s money motivations may differ. I’m primarily motivated to save money, my wife and kids are motivated by ways to spend it, and my father-in-law was motivated by ways to win it since he spent a small fortune on lottery tickets.
Some popular marketing appeals to money that I have seen lately include:
Buy 3, Get 1 Free
How to Trade Stocks like the Experts
The Secret Formula for Wealth Creation
Reward for Missing Dog
Some tactics involving the money emotional appeal include using a contest to get people to buy your product or asking people to drop their business card in a fishbowl in exchange for a chance to win something.
To break through a person’s preoccupation and get them to focus their attention on you, use the money emotional appeal. Emotional appeals to money include mentioning ways your customers can save money, capitalize on a limited time buying opportunity, win a reward, make investments, or earn more money.
How can you use a person’s emotional connection to anything related to money to pay more attention to your marketing message?
Before you leave the topic of emotional appeals, be sure to check out the other 3 emotional appeals, Roy Garn discusses in, “The Magic Power of Emotional Appeal:” self-protection, recognition, and romance.
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