Posted in Advertising

Want or Need…or Emotional Appeal

Phil Cooke wrote an article called “The Surprisingly Little Known Secret to Reaching More People With Your Message”.  I am quickly becoming a Phil Cooke fan. I like…no love how he uses the Bible in some of his articles to give an example of connection. This appeals to me for a lot of reasons, not only do I want to hear it, I need to. His basic message in the article was that people know what they want. They can’t always distinguish between a want or a need. He discusses a few products, like shoes, for instance where the need may be shoes but the want is “a basketball stars shoes”. They are selling a name. I believe in advertising a need and a want can be the same thing. I may decide I need a new purse, but I may want a Michael Kors purse. There is a difference. In advertising products, I believe we can connect with customers in various ways: Such as the baby in the Michelin Tire ad and the caption “Because so much is riding on your tires”. It appeals to parents emotions and makes them think about the safety of their children in a vehicle. Not just with a brand name or something wanted just because its expensive. I believe we can advertise in a way that appeals to the emotions. Wants aren’t always an expensive thing, sometimes what we want and need is to feel something.

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