Getting All Emotive Online


Getting All Emotive Online


Phil Byrne


More FREE web marketing ebooks for all readers of this ebook!

Every month we make one of our growing range of ebooks FREE for you to download and read. Learn how to promote your business online like a pro, month by month!

Visit www.positivesparks.co.uk/freebooks to register and download your FREE ebooks, and more, every month

Happy Marketing!


Copyright 2016 Phil Byrne

All Rights Reserved

Published by Phil Byrne at Shakespir

Shakespir Edition, License Notes

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Shakespir.com and purchase your own copy. Thank you for respecting the hard work of this author.




Purpose Not Profit

Internal v External Marketing Focus

Points of Difference and Brand Positivity

Positive and Negative Marketing

The 2 Freedoms of Positive Marketing

Lifting Your Customers above the Cloud

Brand Positivity

Channels, Destinations and Expectations

Positive Concepts in Action on Web Marketing Channels

The Right Mix of Web Marketing Channels

Two Types of Web Browser – A Key Consideration for Your Destinations




We all want to live a better life”

This one sentence, I believe, underpins all there is to know about great marketing, both on and offline. We buy things to make our lives easier, better, less stressful, more fashionable, more fulfilling, more free. As business people we actually sell things for largely similar reasons.

Despite the fact that there are undoubtedly logical reasons (like price, delivery speed and after sales support) for all of our purchasing choices, we fundamentally buy because we believe we will enhance our lives in some way.

Emotive marketing is a practice by which we look to make our marketing reach beyond “logic” and touch the deeper human within us all. I believe this is a powerful and positive practice for all of us looking to promote our products and services for all kinds of reasons. Emotive marketing can bring out the human in you, your business and your customers. It will help you create real connections from your marketing.

If that wasn’t reason enough, we’re also finding that within SEO & web marketing these days, commentators are talking more about “engagement” than they are about “optimisation”. [+ This recent article+] by Tim Grice discusses how he believes SEO should be focused on “engagement” and that Google can recognise what is an “engaging” page from one that is not. To be truly engaging, we need to truly “connect” with people and emotive marketing seeks to do exactly that. Within this guide, you will find a number of tips on how to embed emotive elements into all of your online marketing.


Purpose Not Profit

Most of us start out in business for ourselves. We believe we can do something better, we want to be our own boss, we want more freedom, to be more influential, we desire to be richer in all kinds of ways. Often, we envisage a day when we have achieved all of these things and judge our business progress by how well we are doing that day. In a world run by money, we learn to focus our thoughts on “profit” as this focus will help us create the success we want.

Such is this focus on “profit” that often it ends up being the focus for every aspect of our business, including marketing. The truth about profit is that we can only find it in hindsight. We only know when something has been profitable when we look at it afterwards.

Marketing is not a hindsight activity, marketing is a promotional activity and we need to be in the right state of mind to create the best marketing we can. Overthinking about whether something will be profitable is not this state of mind.


Internal v External Marketing Focus

Focusing on profit is an internal thought process. It benefits only us/our business. Great marketing has to focus on benefiting the people it is trying to reach, your customers! Without customers, nothing will ever be profitable and your customers don’t care about your profitability anyway.

To reach our customers through marketing, our focus needs to look externally on them and what they want. What customers look for in any product, service or business is what “purpose” it serves in helping them move towards a “better life”.

Take a moment to ask yourself what was the “purpose” of everything you bought this week? You probably bought groceries to eat, petrol to power your car, Internet access to browse the web and all kinds of other everyday things. All of these combine together to help you live well, better than you could do without them. Now ask yourself what it is that you do for your customers, how do you help them live a better life? Asking this will help you start to create great marketing messages.


Points of Difference and Brand Positivity

Once we begin to define the purpose for our customers, we can then also start to ask what we do that is different to other people offering a similar product/service to our own. It may be that we offer our products and services within the direct geographic locality of our customers, we might use our own, unique technology or our own company method/system that delivers our business product/service in our own specific way.

As businesses, we might do similar things but we are never the same. Knowing and promoting what makes us different helps us speak to the specific type of customer we most appeal to.


Positive and Negative Marketing

There is no doubt that both positive and negative marketing can motivate customers. However, to make your customer “feel good” about your company we have to fill them with positive messages in the right marketing channels.

Personally I hate doing my tax return every year. This feeling is enhanced by the negative marketing the UK Government use to remind me of the tax return deadline. I hear commanding voices telling me how I’ll be fined and generally made to feel bad if I don’t file my return on time.

I would much rather hear positive messages about how my taxes will help to fund national health, education and all kinds of other benefits we’re lucky to enjoy here in the UK. Such messages would make me feel far more positive about preparing my tax return.

Positivity builds not only good feelings but also encourages approachability, trust and belief. All qualities we want associated with our company and brand image.


The 2 Freedoms of Positive Marketing

It doesn’t matter what we sell, there is always a way to sell it positively. Some products and services no doubt lend themselves to positivity more than others, it’s far easier to sell holidays above pest control, positively. However, both do make our lives better in their own way. Here are two concepts of freedom that will help you sell whatever you do positively:

Freedom to:

When we buy a holiday as in the example above, we are looking to enjoy some wonderful adventure somewhere special and outside of our normal world. We are buying the “freedom to” take this adventure and the “freedom to” enjoy it without having to worry about organising it or researching it ourselves.

“Freedom to” products and services directly enhance our lives positively for at least a brief time. We are essentially buying the “freedom to” enhance our lives. Marketing “freedom to” products and services positively is easy, we simply focus on the enhancement our products and services bring to life.

Freedom from:

Our other example of pest control above is a “freedom from” service. We are buying the ability to stop worrying about our pest problem, we are buying “freedom from” the stress of the situation and the ability to get on with our normal life.

“Freedom from” products and services can include things like insurances, health products, car repairs, accountancy and legal services. It is freedom from services that are most commonly marketed negatively by focusing on the problem at hand. To market positively we should seek to focus our marketing on the feelings of a problem being resolved and life feeling better as a result.


Lifting Your Customers above the Cloud

One thing that connects the two freedoms above is that in both instances, to market positively, we need to focus our minds on the outcome of our products and services.

Happiness is such a powerful emotion for us all. What makes us happy is never really one thing, it is always defined by the moment. For example, if one day we drive into work and find a great parking space that saves us a long walk, we feel happy. On another day, if we find that same parking space but our car has been making strange noises all the way, we don’t feel so happy, despite our luck.

Life is full of such everyday and deeper adventures. As such, there are always things on our horizon that will make us feel happy, and things that will prevent us from feeling happy too.

The things in our lives that prevent us from feeling happy I like to think of as a cloud that sits above and around us. If we can resolve these things in some way, we will find a way to rise above the cloud and feel happy – at least until the next cloud comes into our lives! To create positive marketing, we should look to communicate how we, our products and services, help our customers find freedom to rise above the cloud and feel happy (and free) again.


Brand Positivity

If we can achieve positive marketing and combine this with a further positive projection of our points of difference, we in turn create marketing that projects brand positivity. Positive feelings are memorable, simply because we all like to remember them.


Channels, Destinations and Expectations

So far in this guide we have been discussing ideas on how to ensure we have the right focus to create great and emotive marketing. Now we’re going to look at some tips on how to ensure we embed emotive marketing into your online world.

Some definitions

p<>{color:#000;}. “Channels” – Any method used to send traffic to our web pages. Includes SEO, PPC, Social Media and many other forms of online marketing.

p<>{color:#000;}. “Destinations” – The actual webpage we send people to, from our marketing channels, commonly known as landing pages.

p<>{color:#000;}. “Expectations” – What we ask people to do once they reach our destination pages.


Positive Concepts in Action on Web Marketing Channels


The world of health insurance is one that often uses negative marketing to attract sales. We wouldn’t have to search too long to find a PPC ad that looks something like this:

[3/10 People Will Die Young
What If You Catch Such An Illness?
We Look After You, Whatever Comes

The ad appeals to the factors that actually keep us living underneath our own personal cloud on a day-to-day basis, i.e. the worry that we might catch a life threatening condition at some point.

Whilst such an ad may well catch attention and close business, it doesn’t give the potential customer a positive feeling about our products and brand. Yet if we focus our minds on the positive feeling that we want to engender within our potential customers, we will naturally write more positive copy. We can give them a positive feeling (solution) to a negative worry. For example:

[Live Life To The Full
We Take Care Of All Else It Brings
Health Insurance For True Living!

Let’s look at a second example where we strive to really say something about who we are trying to speak to and why we are the right people to reach those people.

[Lose Weight Today
Buy Your Perfect Diet Plan
Choice Of Plans For All Needs

This ad tells us that we can visit this website, search a range of diet plans and buy one geared towards whatever reason we want to lose weight for. In itself, it does not look a bad advert, it has a defined call to action and will no doubt have some success.

It does not however tell us anything about the site or the company we are going to visit. Furthermore, it does not tell the potential customer what kind of people the company advertising are specifically trying to work with.

So let’s see if we can make this advert more emotive and potentially more powerful and targeted.

[Lose Weight The Right Way
Tested, Health-conscious Diet Plans
Adaptable For All Needs

Our second ad reflects an organisation’s beliefs as much as it does their offer. Do you find it more compelling?

In Content

Be Useful. Be informative. But be you!

When it comes to informational searches, SEO and content marketing work hand in hand. Informational searches mean that we actively look to find the questions and queries our target audience ask about what we do, and answer these queries via our content.

By answering “informational keywords” within your blog posts, web pages and social media, you are demonstrating your knowledge and expertise to your potential customers. They are also the places for us to inform our customers about who we are, how we do things and what makes us different to our competitors.

To ensure we do this in full we can split our content into three sections – our intro, our main body and our conclusion. Our main body is generally where we relate information. Our intro and conclusion are where we can look to give an article our own style, slant and angle. In our intro we can relate why the information in our article is relevant to our own particular way of doing things. In our conclusion we can communicate why we believe this article was important for us to write in context with what we are trying to tell the world overall.

Within our Meta Descriptions

Our meta description is the text that appears within a Google search result when people look at our website listing. It is the text that summarises what our site is about and what the website visitor will find there. In the past the meta description had an effect on search engine rankings, however these days the meta description has absolutely no effect on our Google placement. This means it is the perfect place for us to embed our emotive brand messages.

Here we can say something about who we are and not just what we offer. Our meta description allows around 150 characters for us to entice any website visitor to our web pages for both logical and emotive reasons, i.e. they not only like what we offer but what we are about and stand for too.

By focusing on lifting our potential customers out of their “cloud”, we communicate much more than simply a solution. Through our choice of focus and words, we present both our customer and our brand with a wee bit of sunshine.

Positive feelings stay with potential customers, as a result their feelings about your company and brand remain, long after any business transaction. Which ad would you choose? How can you apply “the cloud” copywriting inspiration to your own web marketing wording? In life we always have the ability to inspire positive or negative thoughts and feelings. Which of those we inspire lies primarily within our choice of focus, words and intentions.


The Right Mix of Web Marketing Channels

We won’t go into too much detail in this guide on the selection of appropriate web marketing channels, that will be the focus of our next guide coming out later this year. What we can say here is that every business is different. Likewise, every business needs a unique mix of web marketing channels to promote their messages online.

PPC tends to be the dominant form of online marketing for predominantly price based products and services. Content marketing and social media is the new focus for information and advice led customer acquisition.

When starting out in web marketing, the best way to judge what the right channels are for your business is to look at your competition. SEMRush is our favourite competitor research tool for this and for all readers of this guide, we have a [+ special intro code+] for you to use in researching your competition.

Learn more about using SEMRush here.


Two Types of Web Browser – A Key Consideration for Your Destinations

What we do want to go through in this guide is the two main types of web browser that we need to ensure we attract and cater for.

For almost every business, there tends to be the following types of web browser:

Buy Now Visitors

“Buy Now” visitors are ready to purchase today. They have already made the decision to buy from someone. They may have an instant need, or have come to a decision from previous considered research. We need to ensure that such people find our site (through the right mix of channels) and when they do, that they land on the most appropriate page (destination) and that they are able to buy easily (expectation).

Connect Now Visitors

Not everyone is ready to buy today. In fact, the vast majority of online browsers relevant to our business are more likely not yet sure if our product/service is something that can truly help them (find their purpose) yet. These people we refer to as “connect now” visitors.

What they want is more information to help them reach a decision. They want to connect, but not buy – at least not yet. Again, we need to ensure that such browsers find our site (through the right mix of channels) and when they do, that they land on the most appropriate page (destination) and that they are able to connect and access more information easily (expectation).

For most businesses, the real long term potential for their business online is their ability to attract “connect now” visitors and convert them into “buy now” visitor over time.

Online marketing methods like content marketing, social media and email marketing all allow us to regularly and consistently communicate what we do, how we do it and (most importantly) how it can help our potential customers live better lives overall.

We are never in control of when someone might choose to become a “buy now” visitor and ultimately a customer. What we can ensure is that we are firmly in their minds whenever this moment arises.

Great Examples of Landing Pages (Destinations)

https://contently.com/brands – A beautifully simple page with a strong emotive message on inspiring us to “create content that matters”. We also learn about Contently through their message – “We’re on a mission to build a better media world”. Those of us ready to “buy now” can instantly request a demo. Those of us wanting to gain more information and simply “connect now” can scroll down for more on how Contently works.

http://www.squarespace.com/ – A highly visual page that opens with the emotive message of “A better web starts with your website”. Buy now visitors can “get started” whilst connect now people can “watch their latest TV ad”.

https://basecamp.com/start – A great landing page that instantly draws us in by stating how many companies joined the platform last week. This makes us instantly want to know “why?” We can either sign-up for a trial (buy now) or view an example project (connect now).



Emotive marketing encourages us to bring the human into our marketing and business. Without each other we have no customers, no team and no need for business. By focusing on our purpose, what makes us different and how we can help all of our potential customers live better lives, we strive to take our marketing to a deeper level, a human level of genuine engagement.

Let your humanity flow through all of your content and online marketing. Show who you are and what you want to do for people. Great business can change the world. Emotive business can change it for the benefit of humanity overall.

For regular articles on emotive marketing online please visit http://positivesparks.co.uk

Getting All Emotive Online

Want your web marketing to be proud, positive and purposeful? This ebook will show you how to give yourself the emotive advantage in online marketing. Emotive Marketing is the practice of focusing our marketing messages on the emotional state, needs and desires of our potential customers. There is a lot of room online for emotive branding and promotion, web marketing has been seen as a largely logical and technical practice. This ebook will show you how to: - Find the right mindset for creative marketing - Discover your USPs and purpose - Flow emotive marketing through your website and marketing channels

  • ISBN: 9781310357077
  • Author: positivesparks
  • Published: 2016-01-29 13:40:09
  • Words: 3400
Getting All Emotive Online Getting All Emotive Online