{"id":3064,"date":"2022-08-31T14:27:53","date_gmt":"2022-08-31T14:27:53","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/?p=3064"},"modified":"2022-09-02T17:12:52","modified_gmt":"2022-09-02T17:12:52","slug":"advertising-with-all-the-feels","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/advertising-with-all-the-feels\/","title":{"rendered":"Advertising with all the feels"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3064\" class=\"elementor elementor-3064\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e8d564 e-flex e-con-boxed e-con e-parent\" data-id=\"3e8d564\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0f23193 elementor-widget elementor-widget-image\" data-id=\"0f23193\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"375\" height=\"441\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/AdvertisingFeels_thumbnail.png\" class=\"attachment-full size-full wp-image-3386\" alt=\"Advertising with all the Feels thumbnail\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/AdvertisingFeels_thumbnail.png 375w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/AdvertisingFeels_thumbnail-255x300.png 255w\" sizes=\"(max-width: 375px) 100vw, 375px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d613c9c elementor-hidden-mobile e-flex e-con-boxed e-con e-parent\" data-id=\"d613c9c\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1a5d624 e-con-full e-flex e-con e-parent\" data-id=\"1a5d624\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-63130cd elementor-widget elementor-widget-image\" data-id=\"63130cd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"201\" height=\"177\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/W.png\" class=\"attachment-full size-full wp-image-3067\" alt=\"W\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0521dd9 e-con-full e-flex e-con e-parent\" data-id=\"0521dd9\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ce64cb6 elementor-widget elementor-widget-text-editor\" data-id=\"ce64cb6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>e\u2019ve all done it. Bought that lottery ticket knowing, rationally, that the odds were stacked against us, but unable to resist imagining just how amazing it would feel to actually win.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-87ec698 elementor-hidden-desktop elementor-hidden-tablet e-flex e-con-boxed e-con e-parent\" data-id=\"87ec698\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-983c866 e-con-full e-flex e-con e-parent\" data-id=\"983c866\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1e0b5e0 elementor-widget elementor-widget-text-editor\" data-id=\"1e0b5e0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><img decoding=\"async\" class=\"wp-image-3067 alignleft\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/W.png\" alt=\"W\" width=\"100\" height=\"88\" \/>e\u2019ve all done it. Bought that lottery ticket knowing, rationally, that the odds were stacked against us, but unable to resist imagining just how amazing it would feel to actually win.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-317f5f4 e-flex e-con-boxed e-con e-parent\" data-id=\"317f5f4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-efb38ab e-con-full e-flex e-con e-parent\" data-id=\"efb38ab\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3761a9a elementor-widget elementor-widget-text-editor\" data-id=\"3761a9a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Of course, being the highly reasonable,<br \/>scientific-minded humans we like to think we are, we remind ourselves of the factual evidence to justify our emotional decisions. The odds of winning the lottery may only be 1 in 303 million, but someone\u2019s gotta win, might as well be you, right? (This exact line of reasoning was once the tagline for the Kentucky Lottery, proving that marketers had a keen understanding of the human psyche long before Alexa started learning our habitual behaviors.)<\/p><p>And indeed, there is a science to human decision making. Economist and psychologist Daniel Kahneman even won a Nobel Prize for his work in the field. He summarizes much of his research in his best-selling book Thinking, Fast and Slow. And a lot of it has a great deal of insights that are of particular interest for marketers.<\/p><p>According to Kahneman, the human brain has two distinct operating modes: System 1 is fast, intuitive and emotional. This is our brain on \u201cauto-pilot,\u201d and it\u2019s how we process information most of the time. System 2 is slow, deliberate and effortful. It requires a lot of energy! Therefore, we only use this system when absolutely necessary \u2014 about 5% of the time, Kahneman estimates. So although we\u2019d like to believe we\u2019re making decisions in a deliberate, thoughtful manner, most of the time we\u2019re acting on impulse \u2014 that System 1 mode of thinking.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f6531c5 e-con-full e-flex e-con e-parent\" data-id=\"f6531c5\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-36d36ec elementor-widget elementor-widget-image\" data-id=\"36d36ec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"1195\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/Tape.png\" class=\"attachment-full size-full wp-image-3068\" alt=\"tape infographic\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/Tape.png 454w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/Tape-114x300.png 114w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/Tape-389x1024.png 389w\" sizes=\"(max-width: 454px) 100vw, 454px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3656fa8 e-flex e-con-boxed e-con e-parent\" data-id=\"3656fa8\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-016d9fa e-con-full e-flex e-con e-parent\" data-id=\"016d9fa\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-77e8326 elementor-widget elementor-widget-heading\" data-id=\"77e8326\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">What does this <br>mean for marketers?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50219f7 elementor-widget elementor-widget-text-editor\" data-id=\"50219f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>If humans are actually relying on their intuition and emotions to make decisions, we can establish more authentic and lasting connections with our audiences if we lean into the emotional aspects of our brands in campaigns and other communications efforts.<\/p><p>But that doesn\u2019t have to mean getting out the guitar and leading everyone in a chorus of &#8220;Kumbayah&#8221;. After all, \u201cconfident\u201d and \u201cempowered\u201d are feelings. So is \u201cfunny,\u201d and there are multiple LOLing emojis to express that. You don\u2019t have to look any further than the latest beer commercial to know that humor is a highly effective way of connecting with an audience. GEICO and Aflac have had decades of success using everything from cavemen to talking ducks to sell what has to be one of the most mind-numbingly convoluted products in the world: insurance. (Apologies to any actuaries reading this.)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a98c033 e-con-full e-flex e-con e-parent\" data-id=\"a98c033\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4f1a8b0 elementor-widget elementor-widget-text-editor\" data-id=\"4f1a8b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Still, marketers can\u2019t ignore the needs of the hard-working, logical System 2 brain entirely. This is where behavioral science meets UX. When you create a seamless journey for your consumers across all digital, physical and virtual touchpoints, it becomes easy for their brains to stay in System 1 mode and follow through on the emotional impulses your advertising stimulates in them.<\/p><p>Let\u2019s say our imaginary consumer Dave just saw an inspiring commercial for the International Alpaca Rescue Society. He was so overwhelmed with joy, watching all those happy people feed, groom and walk their rescue alpacas that he\u2019s ready to adopt one now! He picks up his phone and searches for the organization. But it hasn\u2019t invested in its SEO strategy, so he has to scroll to the bottom of the search results. He clicks the link to the site. Whoops, it\u2019s <br \/>not a mobile-friendly design. When Dave finally finds the page to inquire about alpaca adoption,there\u2019s a problem submitting the form. Ugh. Dave gives up on alpacas, and begins to think he might be more of a cat person instead.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-76e9f8c e-flex e-con-boxed e-con e-parent\" data-id=\"76e9f8c\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-89e4158 e-con-full e-flex e-con e-parent\" data-id=\"89e4158\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-645ba10 elementor-widget elementor-widget-image\" data-id=\"645ba10\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"804\" height=\"458\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/CirclesText.png\" class=\"attachment-full size-full wp-image-3076\" alt=\"Circles infographic\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/CirclesText.png 804w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/CirclesText-300x171.png 300w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/CirclesText-768x437.png 768w\" sizes=\"(max-width: 804px) 100vw, 804px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7a39b30 e-con-full elementor-hidden-mobile e-flex e-con e-parent\" data-id=\"7a39b30\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-47b176d elementor-widget elementor-widget-image\" data-id=\"47b176d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"332\" height=\"376\" src=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/llama.png\" class=\"attachment-full size-full wp-image-3077\" alt=\"Llama 404\" srcset=\"https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/llama.png 332w, https:\/\/leapgroupnetwork.com\/wp-content\/uploads\/sites\/4\/llama-265x300.png 265w\" sizes=\"(max-width: 332px) 100vw, 332px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4773aa7 e-flex e-con-boxed e-con e-parent\" data-id=\"4773aa7\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-0663307 e-con-full e-flex e-con e-parent\" data-id=\"0663307\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d0517c0 elementor-widget elementor-widget-text-editor\" data-id=\"d0517c0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>To use a more real-life example, consider the uber-popular (ahem) ride-sharing service Uber. When the company was founded way back in 2009, getting a taxi meant standing out in the street and and waving your hand until a cab pulled over. Rush hours, rainy days and frigid winters are just a few of the situations that could make this a miserable experience. And if you were in, say, Wichita, Kansas or a similarly more sedate locale, you\u2019d likely have to call the actual taxi service and hope that the cab showed up to get you to the airport in time.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3b03b07 e-con-full e-flex e-con e-parent\" data-id=\"3b03b07\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-21b0939 elementor-widget elementor-widget-text-editor\" data-id=\"21b0939\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>To wit: effectively engaging with consumers requires both logic and magic.<\/b> Use the magic of emotions to connect with their fast-thinking, automatic System 1 brains. But then use logic to eliminate any barriers on the path to purchase that would cause their rational System 2 brains to kick into gear and question their System 1 decisions. Design with a mobile-first mindset. Make your website simple and intuitive. Create clear, easy paths for actions you want your audience to <br \/>take, whether it\u2019s \u201cAdd to Cart,\u201d \u201cSubscribe,\u201d or \u201cAdopt Now.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e3f7ced e-flex e-con-boxed e-con e-parent\" data-id=\"e3f7ced\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7315f0 elementor-widget elementor-widget-text-editor\" data-id=\"f7315f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Uber\u2019s founders knew that was an aggravation for consumers across the country (heck, they were some of them!). And they knew there was room for improvement in the taxi-hailing user experience. By allowing riders to call a cab, view the driver and car, monitor the route, pay and even rate the service using their ever-present smartphones, Uber created a seamless experience for their consumers at every point in the journey. Not only did they eliminate nearly all of the pain points of taxi service (traffic, alas, is still with us), they also made it so easy, the brain could stay in System 1 auto-pilot mode, virtually ensuring it would become a habitual behavior.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b48a0e8 e-flex e-con-boxed e-con e-parent\" data-id=\"b48a0e8\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-9d1df76 e-flex e-con-boxed e-con e-parent\" data-id=\"9d1df76\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4ec15e2 e-con-full e-flex e-con e-parent\" data-id=\"4ec15e2\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-286b6e3 elementor-widget elementor-widget-heading\" data-id=\"286b6e3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">B2B, B2C \u2026 How about H2H?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34945ea elementor-widget elementor-widget-text-editor\" data-id=\"34945ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Human to Human, that is. Because at the end of the day, both you and your consumers are humans. Putting yourself in their metaphorical shoes helps you create meaningful messaging and engage with them on a more authentic level. Here are a few ways to find that emotional connection:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e89c5d6 e-flex e-con-boxed e-con e-parent\" data-id=\"e89c5d6\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-831dcf8 e-con-full e-flex e-con e-parent\" data-id=\"831dcf8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6969e50 elementor-widget elementor-widget-text-editor\" data-id=\"6969e50\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Think like a human.<\/strong> If your brand were a person, how would you describe it? Friendly? Fun? Honest? That\u2019s the tone you\u2019re looking for in all your communications. Note that \u201csynergistic\u201d and \u201ccost-effective\u201d are not terms we typically use to describe humans.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6746bac e-con-full e-flex e-con e-parent\" data-id=\"6746bac\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-233afe5 elementor-widget elementor-widget-text-editor\" data-id=\"233afe5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Cultivate empathy.<\/strong> What are some of your audience\u2019s pain points? What problem could your brand solve for consumers? Uber eliminated the uncertainty of trying to hail a cab from the street \u2014 and saved a lot of hairdos on rainy days.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9c0bbaa e-flex e-con-boxed e-con e-parent\" data-id=\"9c0bbaa\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8894c6b e-con-full e-flex e-con e-parent\" data-id=\"8894c6b\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7392d8c elementor-widget elementor-widget-text-editor\" data-id=\"7392d8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Locate the feeling.<\/strong> What do you want consumers to feel when they interact with your brand? Is it the joy and relief of making their life a little easier? Is it the happiness they get when they treat themselves at the end of a long day? Let that feeling come across in all your advertising and marketing materials.<\/p><p>\u00a0<\/p><p><strong>Avoid the hard sell.<\/strong> There\u2019s a fine line between providing transparency with a clear call-to-action and hitting the sales messaging a little too hard. Consumers know you\u2019re vying to get their money. Make consumer interactions enjoyable by playing with your brand personality.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6b46352 e-con-full e-flex e-con e-parent\" data-id=\"6b46352\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7970f8c elementor-widget elementor-widget-text-editor\" data-id=\"7970f8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Try the bar stool pitch.<\/strong> If you were sitting next to a friend, enjoying a beer or mocktail, how would you sell her on your brand? It would be conversational, and full of enthusiasm. You might not be able to tell her all the engine specs on your new car, for instance, but you\u2019d definitely be able to describe how utterly awesome it feels to take it out on the interstate and really open it up. That\u2019s the kind of authentic, emotive feeling we\u2019re going for here.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>e\u2019ve all done it. Bought that lottery ticket knowing, rationally, that the odds were stacked against us, but unable to resist imagining just how amazing it would feel to actually win. e\u2019ve all done it. Bought that lottery ticket knowing, rationally, that the odds were stacked against us, but unable to resist imagining just how [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":3386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"issue":[222],"collection":[],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/3064"}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=3064"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/3064\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/3386"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=3064"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=3064"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=3064"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=3064"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=3064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}