Appealing to Emotions Drives Decisions
I’ve been thinking a lot lately about the importance of a brand’s appeal to emotions – not just major brands – Hallmark, Starbucks, MasterCard – but also retirement community brands. It started with a passage that leaped out as I skimmed an e-blast from 4As (American Association of Advertising Agencies): “Emotions drive decisions more than logic, and that remains as true during recessions as during prosperous times.”
No epiphany, this. But it led to wondering if some sales counselors believe the opposite. Do they think prospective residents choose a community based on logic, i.e., a rational comparison of floor plans, services, amenities, price, etc., against the same factors at competing locations? When I think of conversations I’ve had time and again with residents about the research and decision-making process that led them to choose a particular community, I’d say the majority started with logic and finished with emotion. To paraphrase: We visited communities, compared the options, and in the end we chose this place because we felt we would fit in here. We met friendly residents and staff, which made it easy to imagine ourselves making new friends and being happy living here.
The relevance to those of us in senior living marketing is to remember to engage people on an emotional level when we can. A certain amount of factual information needs to be relayed, whether in marketing pieces or sales appointments, but if we can tell more stories and connect people with others who share their interests more often, we also appeal to their emotional needs. In a sales appointment, that could mean taking a few minutes more when pointing out the art studio or chapel to tell a story about a resident artist or a couple who recently renewed their vows. Perhaps even take the time to introduce these people. Here are a few ways we’re using stories to connect on an emotional level:
- This spread from a larger brochure shows how stories can be integrated into collateral, including a story told about feelings of nervousness that a prospect could easily relate to.
- This letter shares a personal experience from a director of marketing.
- And this web site relates personal testimonials from several residents who speak not of the amenities of their community, but of their feelings and peace of mind.
We’d love to hear how ratcheting up the emotional appeal works for you!
