You know you want to make a difference in the world, but how do you get the attention of your intended audience? Buyers are more discriminating these days and want to see high value before they’ll invest.
The most powerful marketing language engages the whole person. If you only appeal to the intellect in your communications, your audience won’t be moved enough to overcome any doubts. If you only appeal to emotion and can’t clearly articulate the benefits of your offering, their rational mind will rule you out.
However, if you communicate the value of your offer in both right-brain (experiential) and left-brain (rational) language, you will help resolve any conflicts between their desires and their bottom-line concerns. If your work is meant for them, they will know it without a doubt.
The first aspect of powerful marketing evokes an experience that your target clients want to have more often, while the other promises certain results for a price that matches the value.
One way to appeal to the right brain is to describe what a prospective client will feel if they use your product or service: “After taking this class, you will feel empowered and lose all fear in front of groups.”
For an even stronger impact, take them directly to the experience of their future result. Consider this sentence instead: “Imagine standing in front of your audience, enjoying a sense of power and ease.” If you were a prospective client with stage fright, which ad would inspire you more?
Another important part of the right-brain experience for your audience that can be overlooked are the indirect influences such as the “look and feel” of your website and even the sound of the words that you choose in your writing and speaking. These are components of the “essential brand” I’ve talked about in a previous article.
For example, if your brand includes the qualities of warmth and authenticity, the use of formal third-person language would drive away your favorite clients because it wouldn’t hit the sweet spot for them. Ultimately, the goal of the right-brain aspect of marketing is to capture the heart and imagination of your audience.
On the other hand, a left-brain statement ties your work to tangible results that can be measured. These benefits could be broad scale such as increased income or better health, or as specific as a new skill or tool.
Here are a few samples of that style: “You will leave this class with a outline for a talk that can be scaled from an hour presentation to a daylong workshop.” “Learn how to write a polished business plan that will appeal to investors.”
Have you been focusing on one style of marketing at the expense of the other? Then it’s time to take another look at your marketing language from this perspective.
Reflect on your ideal clients. You’ll know them because they bring out the best in you. What experience are they longing to have, and what bottom-line needs of theirs can you fill?