Love? Money? Honesty? Freedom?

The core challenge of Marketing is to engage with content that the consumer relates to personally.

As described in my blog article, The Stroop Effect in Marketing:

The brain, at least under the influence of its educational conditioning, is wired to respond to words on a page more significantly than to any other factor about a product. A concept that is rich in associations is more significant to the average person than its broader context. Advertisers need to use words or phrases that powerfully and simply evoke a rich array of mental and emotional associations.

The core challenge of financial marketing, is to be able to break through the lackluster appeal of product features and benefits to the compelling appeal to the beliefs and values of the customer.

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