It’s a new era when it comes to social media advertisement. Most people find it hard to know what ‘voice’ to use. For example, some marketers come across as overly negative when trying to sell a holiday. “Sick of your droll life, they ask?” Others come across as excessively positive. A life insurance campaign might read, “Leave your entire inheritance to the kids!”
Both of these ad examples are quite comical. Neither uses the tone that works for their audiences. Social media marketing, though, is all about showing face value. If you want your business to maintain a particular brand image, you have to go all in with a campaign that is not necessarily positive or negative. There seems to be a gray area when you want to reach customers and keep them around.
Positive, Negative, or Neutral
The question is, should your business always focus on overly positive or overly negative social media advertisement? Or would it be better to take a slower, more neutral stance? Neutrality works well for many campaigns. The majority of business owners you see doing well on search engines and blogs tend to be quite neutral.
On the other hand, what works most of the time on some general platforms may require an opposite approach when it comes to social media advertising. Social media outlets like Facebook are not for those who cannot choose a side. Without being harsh, today’s market is less interested in one or the other; they want something that speaks to how they feel. It’s true a less emotional style of marketing works on traditional mediums. But, the most fearsome and successful marketing tends to be driven by emotion, whether it’s positive or negative. Social media allows marketers to truly exploit this opportunity.
Avoid Splinters From The Fence
It’s time to stand for something in your social media advertisement. When you are on the fence about your marketing approach, it’s a bad idea. In the world of marketing, it’s difficult to always decipher meaning on social media. Let’s face it, people don’t like to share when the message is too factual. They want a slant.
Whether that slant is about the holiday that can make you hate your life less or the life insurance plan that can let you live your life a little easier, people want a slant most of the time. For example, negativity might refer to fear tactics or worst-case scenario thinking to convince people to see things your way.
The slant people want is not necessarily negative or positive. Many marketers go down this route, but it must be done with caution when it comes to social media marketing. The main issue isn’t so much about being negative or positive; it’s about having an emotional connection, a genuine sentiment behind what you are saying.
When you create a social media advertisement, try to think about what you would expect in an emotional reaction. If you are sharing a story in which some people were robbed and how they can get help, it’s going to have a negative slant. However, the sentiment in favour of the people who were compromised will likely be positive.
Make sure your social media marketing isn’t limited within a boundary of negative/positive. Make sure your content is in a prism that guides people to think and feel a certain way about a topic. You should always market with emotion; it is one of the most powerful strategies.
Tug on the heartstrings of your audience – for better or for worse – and they will see your marketing approach as genuine. Writing to emotion promotes energy and allows you to sell with conviction. When you strip emotional energy from your message, when the sentiment is gone, what is left to trigger buyers’ emotions? Get off the fence and take a stance, one way or the other.
How Negative Marketing Turns Into A Positive
When you consider negative marketing techniques, think outside the box. Here’s how it works. Consider addressing customers’ points of concern, stress, and pain and then turn those into a solution. For example, if you are marketing weight loss products, you want to reach your customers about the pain of their situation. Share how weight gain affects self-esteem. You identify the pain points. Speak candidly about how an issue affects them, and how you can offer that positive, safe solution to help them feel better about themselves and how they think in general.
Use a negative emotion to sell your goods, but offer compassion in an empowering solution. Sell your product via negative pain points your audience may be experiencing but convince them they can change everything! This is a more soothing method than telling your overweight clients how terrible their life is.
Not everyone markets using this example – not directly or intentionally. Those who do may make the mistake of using a glum, negative tone in how they present their ideas. Your marketing campaign must be built around the concept of delivering information people can actually make the most of. It must give them something to think about followed by a solution. Once you address the pain point, you offer your solution. This concept is especially effective in social media marketing where the best approach is all about sentiment. If you know what kind of person you want to target on social media, it’s much easier to make progress in your campaign.
Using this social media advertisement technique, you end up giving people relevant information with structure yet in an emotional way. Whether you start with the negative problem followed by the positive solution, or you begin with the positive outcome, you have an edge on changing your work ethics and your productivity for the better. What a great way to turn negatives into positives.
Firing Up Your Emotions in Social Media Advertisement
If you are ready to make a crucial change in how you work and how you think about your social media advertisement, it’s all about emotion. Sell your products and services with emotion and your customers will keep coming back.
When you give people information based on a more sentimental mindset, you improve your social media marketing efforts. In any case, start out with a negative real-life scenario before introducing a positive solution. Try to avoid the neutral, low-entertainment explanation that struggles to gain traction.
Social media is a perfect platform where you can be on one side or the other, and where the middle isn’t great. If you want to sell, you need to tug on heartstrings. Whether to inspire or give insight, make sure your social media message is powered by long-term sentiment.
You know how to portray your brand. Avoid trying to over-package negatives as positives, but find the right balance. Make sure you sell with some kind of emotion to reach your audience. Fuel everything with emotion and desire, and you might just notice a wholesome change in how your business operates. It’s time to fire up your emotions in social media advertisment. You might want to learn more good tips about social media advertising. Take a look at this article: Advertising With Convincing Social Media.