BS101: Strike a Chord

Feel like you’re really getting on board with our ideas and insight for your future campaigns? Brilliant. We’re just sorry we can’t Make it Personal in the case of this series (which is of course open to everybody). Remember that we can still Make it Simple, though!

Next up?

Strike A Chord

People are emotional. Even if they hide those emotions well or express them differently to how we might expect, everybody has them, and everybody has the propensity to be guided by them. This is especially the case when it comes to investing time and money.

Emotion is always more powerful than reason, so when creating your campaigns (especially those set around key events, holidays and celebrations), you don’t just want your shoppers to see you and for customers to catch sight of you. You need to get them to feel something (so to speak).

All buying decisions are based on a mix of rational and emotional factors, but it’s the emotional triggers that strike the chords that we’re aiming for, in drawing customers to us and giving them that final nudge in the decision making (and buying) process. We can do this through telling a story or portraying characters, and can even be more subtle than that in using devices to trigger emotions and memories – such as music or imagery.

Focus on:

  • ‘Emotional over rational’ in attempts to persuade the customer
  • Involving the customer within your storytelling as an immersive technique
  • Attracting the people most likely to have the final say in the decision-making process

We’re all emotional - let’s not deny it. When it comes to driving conversion in-store or online, drawing on emotion can be a much more powerful - yet simple - persuasion technique than any rational message, so go with your heart on this one.

Download our top 5 insights below or contact for more info on how the world of behavioural science could help you!


Further Reading


BS101 - Just for fun

You’re back for more? 

Onwards to BS101 lesson number two of using insights from Behavioural Science to help you create campaigns that stand out from the crowd. Let’s get ready to turn browsers into buyers!

BS101 - Make Your Choice

Retailers and brands are always keen to get into the head of the shoppers and find out what makes them tick, think, act, shop and ultimately buy!  Take a peek at our first episode of BS101 – make your choice. We hope it doesn’t disappoint but only you can decide.

BS101 - Make it Simple

Behavioural Science can help you understand the difference between creating campaigns that draw the eye and creating campaigns that can open wallets. It’s not as scary as it sounds, though, and often, it’s the small things that make the biggest impact. Read about how to make it simple for the shopper.

BS101 - Play the Game

Behavioural Science tells us that our very existence comes down to how we’ve evolved over time. We’re shaped by the challenges we face – and the ways we overcome them. This most certainly applies to the roles people play when they enter the shopping arena, with only their wits and their wallets for armoury.

BS101 - Dangle a Carrot

Interested in reading the next in our series? Of course you are, because it’s almost like you’re being tempted to continue through the series by way of the promise of some kind of reward in each post. With that in mind…

BS101: Let's Value Others

Do you care what your competitors think of you? Of course you do (we know you do). Get them to feel nothing but envy towards you as you show them how it’s done when it comes to cracking consumer marketing.

BS101: Change the Context

At Communisis, we have a commitment to show that we really Value Others, and that’s why we’re going to ask if you’re enjoying our Behavioural Science series of marketing insights.

You are? Brilliant. Let’s crack on, and start looking at changing things up a bit in how we present our brand identity and reflect this in the products we showcase.

BS101: Make it Personal

We’ve made a successful name for ourselves over the years in having worked closely with our clients to solve the problems they have and to create the opportunities they need. That’s exactly what you need to do for your customers. The trick? Getting personal.