By and large, if a customer starts a dispute with a brand representative, this already speaks of the customer's emotional involvement, which in itself can be considered part of an advertising campaign. At the same time, during the dialogue, it is necessary to be gentle, avoid rudeness and insults, and most importantly, use answers and questions to direct the communication in the direction the seller needs, gradually leading the consumer to making a purchase decision.
Principle 3B
3B stands for "belonging, belief and behavior". This means that creatives should include messages that appeal to the target audience's beliefs, behavior, and characteristics common to the brand and product. For example, we can recall the slogans "Luxury as a way of life" (jewelry brand), "Confidence is your strong point" (branded whiskey), "Strength is in your beliefs" (premium cars), etc.
Killer headline
Creating a catchy title Reason to Choose Our Database Service is a whole science that journalists mastered to perfection even before marketing became a field of scientific research. A quality headline should be short, catchy, and create intrigue.
Effective Headline in Marketing
Catchy headlines are not only needed in advertising, but also in social media, email newsletters, videos, etc. Here are some examples of a great headline.
Ask the buyer a question (“How to get rich in 1 month?”).
Provide information or figures that make a vivid impression (“The tallest business center in Russia has opened in Moscow”).
Create intrigue (“There will no longer be a metro in Novosibirsk”), etc.
But refrain from clickbait - headlines that clearly do not correspond to the main content of the material and are aimed only at collecting the maximum number of views and clicks.
Using the herd instinct
The scientific name for this phenomenon is social proof. According to it, a brand or product is perceived positively if many people speak well of it. Probably everyone has experienced the effect of this technique at least once. With the spread of the Internet, it has even given rise to a whole trend in sales – crowd marketing, the essence of which is the mass writing and posting of positive reviews to create the illusion of a broad positive attitude towards a product or seller.
Even after users learned to distinguish real reviews from fake ones, marketers did not lose their heads. They began to maintain multiple accounts on social networks, where they post positive opinions about the product. Now a potential buyer, having read a review of a product and wanting to check the reliability of the information, goes to the social network page specified in the profile. There he sees another response, but also enthusiastic, while the account owner actively posts messages, regularly appears online, so the opinion expressed by him seems to be the position of an objective client. The given scheme is greatly simplified, but it forms the basis of the methods used in practice.
Using the herd instinct
It is not uncommon to come across real reviews from users who become brand advocates. A striking example is the heated battles between Apple and Android fans. The former are convinced of the superiority of any iPhone model, although it can be assembled at the same plant as, say, Samsung. In the psychology of network marketing, such patterns are always taken into account.