Watch this video by Gary Vaynerchuk and you likely get as curious as I did about guilt as a marketing strategy.
We feel guilt when we let someone down, when we don’t live up to the expectations of others. Guilt as a marketing strategy is not as horrid as it sounds. We own the expectations we set in our community. If we set the right expectation, the right things can happen.
Aside from talking about guilt (at 11 mins in), Gary also talks about how to tell stories across emerging media channels like SnapChat and Instagram.
How to Use Guilt As a Marketing Strategy - Research
Keynote by Gary Vaynerchuk that talks a lot about how you should not use your perceptions of tools to evaluate how and when to use them - eg Snapchat, Instrgram etc.
He also talks about guiting people to ask as a part of his strategy to contrast against giving value.
He also talks about his new book that is still on pre-release.
I love stories. I love that Mister Rogers used to say, "It's hard not to like someone once you know their story." At the end of this post I have a very specific type of story I'm hoping you will share in the comments.
Consumer behavior as a science describes elements of human psychology. Human psychology is a vital parameter in describing consumer behavior. Marketing is described as an art because it is deeply rooted into human psychology. We, as a consumer usually feel bad when we don't buy our old products and brands.
Motivate buyers with fear, greed, guilt, exclusivity and approval
Expert Vancouver BC business columnists. Management, marketing, sales, social scene, web and financial experts writing free business columns for BC Small Business.
http://602communications.com. It's one of marketing's most powerful motivators, but weaving guilt into advertising requires a masterfully light touch. Get too shaming and the customer will simply rebel. The best advertisers craft a marketing message so inspirational that guilt covertly hits the mark. See more Emotional Marketing videos at http://602communications.com.
Advances in Consumer Research Volume 18, 1991 Pages 290-295 CONSUMER GUILT: EXAMINING THE POTENTIAL OF A NEW MARKETING CONSTRUCT Dana-Nicoleta Lascu, University of South Carolina A negative emotion frequently employed by marketing practitioners in designing advertising appeals, yet afforded little attention in the consumer behavior literature is guilt.
Guilt is a powerful emotion that can come in many forms. Whether you feel guilty that you work too much and don't spend enough time with your family or you feel guilty that you ate that extra helping at dinner, it's an emotion that can affect your purchase decisions.
Forget about depression, fear, angst, anxiety or night sweats. Guilt, that most puritanical of all our human emotions, has resurfaced to become a 21st century emotional social and consumer pandemic.
Guilt marketing is a tried-and-tested tactic to affect consumer behaviour, and the opportunities to play on it are growing as it becomes the predominant emotion in modern lives. But is such a negative focus effective in the long term? We all feel guilty about something, whether it's lack of time with the family or failing to recycle.
B2B Marketing & Guilt Appeals In influencing your B2B target audience, the idea of whether or not to include guilt in your messaging may be a factor. Studies on guilt appeals suggest that as guilt increases, persuasiveness decreases. But when you add in the notion of hypocrisy, things aren't as cut-and-dry.
'A provocative, vibrant, panoramic review of the way we live -and shop- today. Hesz and Neophytou pose fundamental questions about the role of fear and guilt in modern consumption and marketing.' - Jim Carroll, Chairman, Bartle Bogle Hegarty 'The biggest economic downturn in our lifetimes has clearly highlighted the limitations of the plc model that has been the basis of our western economy for generations.
PART I: THEORETICAL PREMISES. Preface. 1. Persuasion in Today's Changing World. 2. Perspectives on Ethics in Persuasion. 3. Traditional, Artistic, and Humanistic Approaches to Persuasion. 4. Social Scientific Approaches to Persuasion. 5. The Making, Use, and Misuse of Symbols. 6. Tools for Analyzing Language and Other Persuasive Symbols.
AYLA ÖZHAN DEDEOGLU. Professor of Marketing in the Department of Marketing at Faculty of Economics and Administrative Sciences, Ege University in Izmir, Turkey. IPEK KAZANCOGLU. An Assistant Professor of Marketing in the Department of Marketing at Faculty of Economics and Administrative Sciences, Ege University in Izmir, Turkey.
Gary Vaynerchuk is a serial entrepreneur who has revolutionized the way people look at interacting with their communities. While building his family's local liquor store into a national industry leader, he observed the extraordinary potential of what he has dubbed the Thank You Economy.
During the writing of the book, we interviewed CEO's, data scientists, brand managers and more from some of the companies leading the charge for the new model of social influence. Some of these will be featured here ... Watch Now
Oddly, today’s marketing is so much more about psychology than technology. How you use the tools and how you appreciate human motivation will determine your success.
Audiences feel a duty to contribute to some people and not to others. You own the task of cultivating the desired visceral reaction in your community. How you act plays a big role in how effective you are and cultivating engagement on Listly, for example.
It’s your job to create the mindset where your audience feels the need to contribute. A desire to participate is something you earn, it’s a possibility, not a right. In the age of social participation it certainly is a top marketing priority. Last week’s post proved what can happen when you do it right.
Guilt and free work well together. They provide contrast, like sweet and sour or yin and yang
- on Listly
- in social interactions (via Facebook, Twitter, G+ etc)
- on your blog (as embedded content)
PS: Thank’s to Jane Boyd who shared the video with me and thanks to Gary for sharing it with the world.
Image Credit: JD Hancock via Flickr/Creative Commons.