Our inbox is filled with messages every day which appeal to our sense of curiosity, safety, fascination, and more. You may get emails that say, “We have an important notice about your account.” Or, “Don’t miss out on our 50% off sale.” Customers constantly face emotional appeals from brands attempting to capture their attention through avenues like email, ads, and video messaging. As a salesperson, how do you decide how to strike the right emotional tone?
Persado spent the last three years analyzing which emotion-based motivators best encouraged customers to take action. While there were 16 possible motivators the company explored, it found that achievement, exclusivity, and gratitude led the pack as the strongest motivators in 2021.
Let’s discuss what it looks like to incorporate these emotional appeals into your sales and video messaging strategy.
Appealing to a sense of achievement
Customers love to feel a sense of achievement. These messages are often congratulatory and focus on “rewarding” customers or pointing out that they “earned” a special deal.
Research your contact ahead of your video messaging outreach to congratulate them on a personal or business success. You can also commend them for wanting to partner with you to improve their business. Don’t forget to nurture relationships you’ve already built! Reach out to current clients periodically with a video congratulating or rewarding them for their success using your product.
Communicating exclusivity with personalization
Personalization is especially important in video messaging that communicates exclusivity. An exclusive offer feels tailor-made for that person and instills a sense of pride. These messages may include phrases like “just for you” or “special offer.”
If possible, give interested parties a special extension, offer, or feature when they seek to learn more about your business. Using video messaging makes it easier to instill a sense of exclusivity, because you are talking to just one person and using their name.
Showing gratitude with video messaging
In short, you should be thanking customers for their time, interest, and contributions. While this is a fairly obvious sales tactic, video messaging can make communicating gratitude more impactful and sincere.
Psychologist Albert Mehrabian found nearly 93% of all communication is nonverbal. Video messaging is an especially good medium to communicate gratitude because you can use tone of voice and body language to express your feelings. Have you ever seen someone so touched by something that they put their hand over their heart or had tears well up in their eyes? Though we wouldn’t recommend weeping to your prospects, you should pay attention to your inflection, eye contact, and hand movements when thanking your contact over video. It can come across much more authentic than through text!
Pay attention to changing context
While these emotional motivators are nearly universal across all industries, pay attention to trends and events that may shift your audience. Attention was the fourth-highest motivator in 2019, according to the report, but it dropped to the second-lowest position in 2020, when the Covid-19 pandemic drew people’s attention away. On Black Friday, the success of appeals to urgency skyrocket. Be ready to adapt your approach.
Personalize with video messaging
The most important factor in these motivators? Personalization. McKinsey found 71% of consumers expect personalization, and 76% are frustrated when they can’t find it. Covideo’s video messaging platform is built to address the need for making personal relationships with clients and prospects. Ready to make stronger connections with the power of video? Reach out to Covideo today.