How to get the recipient interested? Generate engagement!
So… let’s trigger engagement!
In the course of making a long phone call to a network operator, or expressing a bold declaration of need for a loan at a banking point, we convince ourselves that the offer is worth taking. Engaging in the conversation and taking our time strongly influence our thought process. The consultant only fuels our desires by steering the conversation in the right direction.
A real decision or a real mistake?
Inducing commitment is one of the most effective negotiating methods, the existence of which we often do not realize. Every additional sentence uttered during a conversation with a salesman brings him closer to signing a contract with us, selling a product or service. After all, the more we devote our efforts to the realization of a given project, the more commitment we put in, the more positive we are towards it. We evaluate it well and see the potential. We subconsciously set ourselves up to reap real benefits.
Troublesome consistency
Conformity and consistency are qualities highly valued in our culture. They are mostly associated with harmony and order. Consistency is in our best interest, which is why we make so many decisions based on previous arrangements. The habit of automatic behavior can be disastrous in its consequences. However, it has its charms. First of all, with a decision once made, we can afford the luxury of living in its vapor, without having to constantly worry and ponder over the choice of the path of our actions. Thus, we avoid a great deal of deliberation involved in weighing the subsequent “pros” and “cons.” This is a simple, effective and efficient method. We make decisions based on previous determinations, running a mental tape of consequences. In this way, we effectively avoid the need to think over the decision, according to Sir Joshua Reynolds’ principle, which states that “there is no sacrifice that a man will not make just to avoid the exhausting effort of thinking.”
How to use it in marketing activities?
First of all, it is worth taking advantage of the innovative possibilities offered by Facebook Pixel. Its installation on the site allows us to track the movements of visiting users and design ads tailored to expectations, placing them in places in the network visited by the user – such as industry websites or Facebook wall. Using this mechanism, we can easily appeal to the engagement and consistency of the site visitor.
By displaying the ad again, we will remind the user that he has already been to our site, observed our product and encourage him to do so once again. It is estimated that in order for a user to decide to purchase a product, he needs to see the ad 4 to 6 times. Seeing the ad multiple times triggers the user’s awareness of making a good, thoughtful decision. This is the reason why it is worth investing in a thoughtful advertising campaign.
We should look for these mechanisms in our own actions.
So how do we combine engagement with consistency and create a catchy advertising format?
It’s simple. Create good ads! And no, it’s not that simple after all. It requires knowing the recipient, his desires, motivations, the way he acts. The more data we have, the easier it is for us to tailor the form and format to the potential buyer.
This information allows us to lay the foundation for engaging advertising. What do we mean by the term engaging? It is a formula that encourages and sometimes forces you to lean into its essence. An example of this can be a rebus, an interesting question, a short quip or a shock. In a word – extreme emotions that will imprint our relationship with an object or brand, thus creating a bond.
It’s like in a relationship, where a partner’s commitment is very often defined precisely by these emotional moments – a crazy outing in the mountains after dark, dinners on the bridge of a lake or a large bouquet of flowers handed over suddenly in the morning.
