An emotional appeal

Do you feel frustrated when no one responds to your marketing?

Isn't it a fantastically uplifting feeling when you send out a mailing or post on social media and people instantly respond?

When most people read sentences like these, they can't help but identify with at least one of them. It feels someone understands them. And when they sense that, they're more ready to listen or read the next sentence.

Those two sentences are examples of a sure-fire way to encourage potential visitors to take notice of what you're saying in your promotional activities and get ready to buy, book and visit. Use an emotional appeal. 

Anyone can do it. It's free, and it's very effective. 

You can get started right now and make a positive change very quickly. You might need to switch round or change the words you use. 

Can you think of something you often say or write to promote your business that could be expressed differently to make it more compelling?

Perhaps there's a sentence you often use that you could make better? 

---

​I love this sign.

Instead of a bald "keep off the grass", it actually makes you think of the grass as a lovely living thing with feelings!
​
How to use a stronger emotional appeal 

​An easy way to get started is to decide what emotion you want to evoke and then chose some 'magic' words accordingly. 

Here are some examples: 

If you want people to feel curious and keen to read more, you might use words and phrases like what no one tells you, behind the scenes, insider, or secret. 

If you want to evoke a sense of urgency you might use words like instantly, quick, remarkable results. 

Sometimes it's helpful to show people what they're missing out on, or how you could help them. Then you might use words and phrases like unsure, tense, or stressed as in 'are you feeling tense, like the world's getting on top of you? Time for a break...'

When you want people to feel they've made a good choice by choosing to book, buy from or visit you, you can use words that make visitors feel safe and secure such as easy, guaranteed, safe. 

Tourism marketing often depends on helping visitors to feel happier, less stressed, and calmer. Words like delight, relaxed, thrilled, exhilarated, serene, at ease, glowing, healthy would work well. 

---