Emotions vs. Arguments: Psychology and Newsletter Influence Models
Every day the consumer becomes more and more selective and begins to be skeptical of bored and “frankly advertising” tricks. Even loyal customers begin to think more about the choices and conditions that other companies offer. Add to this the fast pace of life of the target audience, the high level of information noise and the advertising activities of competitors. Only in this way you will get a real picture of the world of marketers who have to fight every day for 3 seconds of attention of potential customers and subscribers.
A logical question arises: how to influence the subscriber in 3 seconds?
If you are somehow connected with marketing, copywriting or sales - study psychology. Here is a list of basic psychological facts that should be considered in the process of preparing the newsletter:
- The subscriber commits the action emotionally. If you want the subscriber to follow the link in the letter - evoke emotions in him. Logic makes you think, not perform an action.
- Subscribers love facts. Even when a potential customer falls in love at first sight with a product in a newsletter, he will still double-check the characteristics, reviews and compare prices with the prices of similar products from competitors. For a quick decision, give the subscriber the most detailed and clear information.
- All people are self-centered. I very often receive “cold” mailings from unknown companies with the text “We are an active, young team of specialists who do this and this ...” So what? What am I to do with it?
The same reaction for all subscribers. Talk about them, about their desires and needs - this is the only way you will gain attention.
- People love to shop. No need to convince a person to buy a product, he will do it himself. Your task is to interest and show value.
- Network users are always on the lookout. Information, goods, services - we are always looking for something. If you can satisfy the subscriber’s need for a particular product / service or provide practical information, he will take an action (follow the link in the letter).
As we can see, emotions play a paramount role in the process of making a purchasing decision, but the facts help to interest and convince.
In marketing practices, the AIDA formula : Attention - Interest - Desire - Action is deeply rooted . Igor Mann, a well-known Russian marketer and founder of the MIF publishing house, repeatedly emphasized in his reports the importance of adhering to this model in advertising communication. For newsletters, it is also more than relevant.
Each component of the influence algorithm has its own place in the mailing list:
The algorithm of the AIDA model is based precisely on the emotional factor of decision making and is perfect for everyday goods, clothes, small household appliances - i.e. for goods whose purchase decision can be made lightning fast (B2C segment).
For durable goods or a B2B segment, it is better to use another model - ACCA.
Attention, Comprehension, Conviction, Action (ACCA) for someone may be just a modification of the familiar model. But its essence is significantly different from emotional influence, which means ACCA deserves a separate algorithm and attention.
ACCA is based on reasoned conviction and logic in shopping. Consider the steps of the algorithm:
Each of the models finds application and shows high results. In order to determine which model is more suitable for your product / service, answer a few questions for yourself:
However, you can also convince the subscriber to follow the link and buy a daily product using arguments and logic. It all depends on your goals, the specifics of the target audience and product features.
Try different algorithms, test messages and find your own persuasion model.
Irina Chugay, marketer SendPulse