Phone: 770-887-1462 Free Newsletter Signup

Rob Eagar

Marketing expertise to spread your message like wildfire.

  • Start Here
  • About
  • Books
    • The Author’s Guide to Marketing Books on Amazon
    • The Author’s Guide to Email Marketing
    • The Author’s Guide to Media Interviews
    • The Author’s Guide to Write Text That Sells Books
  • Coaching
    • Book Marketing Master Class
    • Private Author Coaching Sessions
    • Amazon Book Description Service
    • Media Interview Training
    • Concierge Book Launch Consulting
  • Clients
    • Testimonials
    • Bestseller Case Studies
    • Client List
  • e-Courses
    • Mastering Amazon for Authors
    • Sell Books on a Shoestring Budget
  • Free Tips
    • Articles and Hot Tips for Authors
    • Blog
    • Newsletter Archive
  • Contact

Oct 24 2016

Advertising Without Emotion Puts People to Sleep

When it comes to advertising, the human brain can easily filter out and ignore the images that we see. Besides the avalanche of ads most people view everyday, it’s common for consumers to sit through advertisements while talking to someone else, looking at a mobile device, daydreaming, etc. It’s not surprising recall rates are so low.

fries-adThat’s why it’s essential to acknowledge these challenges and use creative ways to grab people’s attention in a willing manner. In essence, the goal is to cause a person’s brain to quietly agree, “This ad looks or sounds interesting. I’ll pay attention to it.”

For years, companies have used images of supermodels, puppies, and babies to get their ads noticed. Fortunately, you don’t need to stoop to such banal levels. But, your advertising campaign must employ devices that cause people to look. For example, notice how the two ads on the right use clever images that get your attention and evoke emotions.

ice-cream-adConsumer research by Dr. Byron Sharp at the Ehrenberg-Bass Institute has shown that “Very little human thinking, if any, can be described as purely rational. Emotion is a primary source of human motivation, and exerts substantial influence on attention, memory, and behaviour. It is no wonder it is heavily used in advertising. People watch movies, listen to music, and read books largely for an emotional ride. They enjoy gaining the same from advertising and when they get it they pay more attention.”

Successful advertising helps develop and solidify memories in people’s mind that makes your product more likely to be noticed or recalled in a buying situation down the road. In turn, this reaction nudges their propensity to buy your product. This is the sales effect. When you create effective ads that people notice, your product gains the edge to capture sales over competitors.

 

Written by Rob Eagar · Categorized: Author Tips, Marketing Tips, Monday Morning Marketing Tips

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He is one of the rare consultants to help both fiction and nonfiction books hit The New York Times bestsellers list. Rob has consulted with numerous publishers and trained over 1,000 authors. He is the creator of The Author's Guide Series, a comprehensive collection of resources that teaches authors how to sell more books. Find out more at: WildFire Marketing and follow Rob on Twitter.

Publishing Predictions for 2023

January 1, 2023 Posted by Rob Eagar

As we enter 2023, let’s look ahead to the major issues that will affect authors and publishers. Here are five predictions that deserve your attention…

Continue Reading »

Book Marketing Master Class
  • About
  • Books
  • Consulting
  • Free Tips
  • Blog
  • Newsletter Signup
  • Contact
  • Privacy Policy
  • Site Map

© 2023 WildFire Marketing

Website by Wildfire Marketing