With the words and visuals that you use as marketing content, you strongly affect key senses, and through these senses you wake up the emotions of the potential customer. Below you can find 5 key types of influencing the senses. And the answer to the question of which is the right type to choose within the VAKOG system is in your product. Which senses satisfy my product the most?
- Visual
With the help of photography, videos and descriptions you can make one of the brain centres very busy, the one that is responsible for visual recognition.
You can go for these examples: “She fell in my eyes”; “What do you see when”; “This look”; “Let me show you”…
- Audible
Sounds are very important. They create a comfortable atmosphere, where people feel safe and comfortable. Through the sound or description of the sounds through the text, you can create a specific state that will contribute to people’s decision in a way they will decide faster and with ease.
You can go for this examples: “Call”; “He Called”; “The music was playing”; “Everything went quiet”; “Ask me”; “Who says that”; “It was the concert”
- Kinesthetic
Create feelings connected to movement and body feelings, which applies especially to products and services intended for skin care (massage, creme), or feelings brought up by some event/adventure/experience (adventure park), or are connected to movement (like cycling).
You can go for these examples: “I feel”; “I can feel”, “I got cold/hot”, “I have a feeling”, “Feeling good”, “Moving”.
- Olfactory
Smell is a very important and specific sense, that can create yearning or on the other hand disguss. Many products and services are strongly connected to the smells, which you should exploit and create a nice special smell through photos, videos, or text and recall it telepathically.
You can go for these examples: “It smelt”, “Do you smell this”, “Strong smell”, “Smells like”, “I smell in the air”, “Do you smell”.
- Gustatory
Human taste buds are always in for the tasting of foods and drinks, that is why all providers/sellers/companies that sell products like this exploit it when marketing. Main aim is to achieve that you get your customers drooling, even if they only read your email.
You can go for these examples: “The sweetest”, “it melts in the mouth”, “sweet and sour”, “like a lemon”, “According to my taste”.
GETTING TO KNOW YOUR CUSTOMERS IS AN ONGOING PROCESS
Providing a product or service that meets a market need is something entrepreneurs refer to as Product-Market Fit. Even more established companies that were once successful businesses, failed due to losing sight of the market. These failures are often considered failures to adapt to changing market demands and not knowing their customers in depth.
To understand the importance of identifying the needs of your customers, you can refer to the knowledge in this article: https://www.strategicadvisorboard.com/identifying-the-need-for-a-product-or-service
References:
Korošec, Martin. 2020. Digitalni marketing od A do Ž. (2. dopolnjena izdaja). Page 21-44.