Unlock the emotional triggers to boost sales
Marketing Powerups #63: Talia Wolf, Founder of Getuplift, shares her emotional targeting framework.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
Create carousels for social media in seconds.
The 7-sentence story structure used by Disney.
Talia Wolf’s emotional targeting framework.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
B2B demand and sales these days have been sloooooow.
But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).
They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ The emotional targeting framework
Emotions—they’re the invisible strings behind every purchase decision we make, whether we’re buying it for business or pleasure.
People often buy things because of an emotional trigger. It could be to feel better about oneself or have a sense of belonging with a group of peers.
Talia Wolf, Founder of GetUplift, taps into these emotions to improve website conversion and close more deals for her clients. Here are the three steps of her Emotional Targeting Framework:
Step 1: Conduct meaningful research.
To begin implementing emotional targeting, you need to gather real, meaningful insights about your customers. This includes conducting customer surveys, visitor surveys, and interviews with customers.
By understanding your customers' top pains and challenges, desired emotional outcomes, and their day-to-day lives, you can tailor your marketing messages to resonate with them.
Some questions to ask during your research include:
"What key problem does our solution eliminate or lessen for you?"
"How do you use our solution, and how would you describe it to a colleague or friend?"
The goal is to understand how customers describe their problems, the emotions they associate with those problems, and the language they use to describe the solution. Talia explains:
"The goal really is to just go back to foundations, figure out the answers to your most important questions, which how do people feel right now before finding a solution? This research will lay the foundation for your emotional targeting strategy."
Step 2: Mine research data for insights.
Once you have collected the research data, it's time to mine it for insights. Look for common themes related to your customers' pains and desired outcomes. Identify the top three pains, desired outcomes, and the words they use to describe your company.
Methods to mine data for insights include:
By identifying these insights, you will gain a better understanding of your customers' emotional needs and preferences.
Step 3: Add emotional triggers to your marketing assets.
With the insights gathered from the research, it's time to audit your marketing assets, including your website, emails, and product. Identify areas needing improvement or optimization to align with your customers' emotional triggers and desired outcomes.
Does our website copy resonate with our target audience emotionally?
Are we effectively using testimonials, stories, and promises to connect with our customers on a personal, emotional level?
What can we improve in our emails to create a stronger emotional connection with our audience?
Here are a couple of ways to optimize your marketing assets using emotional targeting:
i. Make it about the customer
The most important thing is making your marketing focus on the customer, not just on you or your product. It's the difference between saying, "This is what we do / this is our product / we're the best" and "Here's how we're gonna make your life better."
Here's an example of how Talia used this principle with Piktochart.
The new version of the page highlights what the users can achieve using Piktochart. When you make it about the customer, you show the personal value and benefits.
ii. Show, don't just tell.
Telling people how you'll improve their lives isn't enough. You have to make them feel it since we process images way faster than text. Listing features and benefits won't work nearly as well as using images, colors, and design to make people feel the value.
With Piktochart, Talia didn't just say, "Make Awesome Infographics." She made it feel as easy as magic with the hero image, which showed the amazing infographics you could create.
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Talia Wolf’s emotional targeting framework.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Talia further explains her emotional targeting framework for increasing conversions.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
I’m going to be creating more carousel images for LinkedIn. They’re great for conveying fresh tips visually. The problem is that they take time to build. So, when I found Postnitro on Product Hunt, I had to try it. Just give it some text, and it’ll create the carousel images for you!
📢 The ultimate guide to PLG communication (sponsor):
Nailing your email marketing strategy is important to onboard new users, adopt the product, and increase revenue. The Inflection.io team created this 70-page guide full of examples on everything from onboarding to adoption to expansion.
Maybe you’re in the same boat as me, where I’ve been asked to create more results from content with less. This Moz article shares proven strategies to create high-quality content on a budget and tight deadlines. One of the tips is something we’ve been doing more at Appcues (where I work)—repurposing content.
💥 The 7-sentence story structure used by Disney (LinkedIn post):
Andy Newborn, Founder of Distribute.so, breaks down how you can tell great stories in your marketing using Walt Disney’s 7-sentence story structure. Of course, you’d expect it to start with, “Once upon a time…” Check out the post to learn about the six other sentence story structure.
That’s all for now, friends!
Have a powered-up day,
Let’s connect on LinkedIn
P.S. If you found this helpful, would you share the love by tapping the heart below? ❤️
It’ll help me know what’s resonating with you and get more people to know about my newsletter. Thanks!