If you want to make your messaging more impactful, or if you’re interested in persuading an audience, you need to find a way to get that audience excited. If your target audience is currently unexcited, uninspired, or otherwise detached from your position and messaging, getting your audience excited will be an uphill battle.
How do you do it?
The Three Big Considerations
Your approach is going to vary based on three major considerations:
1. Your Audience
First, you need to think about your target audience. Different people get excited by different things, so it doesn’t make sense for any brand to take a “one size fits all” approach. Instead, you need to understand who your audience is so you can appeal to them directly.
2. Your Product
Second, you need to think about your product. What is it that you’re trying to get your audience excited about? What aspects of it are going to stir emotions? How can you present the product in the most favorable light?
3. Your Brand
Third, you need to think about your brand. What is it that makes your brand unique and how can you present it in a compelling way? How does your brand interact with its audience and its core products?
These three elements come together in pieces of content like explainer videos. In an explainer video, you’ll have an opportunity to introduce your product and speak from your brand voice, communicating to your audience directly. If you’re able to present your product in a unique and compelling way, and you can reach audiences with sufficiently persuasive, tailored messaging, you can usually get them excited about the potential benefits of using your product.
Let’s take a look at how we can research and consider each of these elements as you produce your marketing pieces and the strategies to distribute them.
Your Audience
First, you need to consider your target audience. Before you can get an audience excited, you need to truly understand them, and that usually means engaging in market research.
Values and motivations. To understand your audience, you need to understand their values and motivations. Do these people prioritize family above all else? Are they looking for a financially advantageous bargain, even if it means compromising on quality? What is it that makes them get out of bed in the morning?
Perspectives and thought processes. You’ll also need to consider their perspectives and thought processes. Do they hold any specific beliefs that drive them to make different types of decisions? How do they weigh pros and cons? Are they logical and risk averse, or are they more emotional and impulsive?
Wants and needs. Your market research should also reveal what your audience wants and needs. Are they looking for specific types of solutions to specific types of problems? What do they want out of life?
Your Product
Next, you can examine your product – the thing you want your audience to be excited about.
Problem solving potential. Primarily, you should focus on the problem-solving potential of your product. What problem, conflict, or inconvenience are you trying to address? Will your audience be excited to finally address it?
Unique differentiators. What makes your product different from all the other similar products on the market? Is it better, faster, or cheaper? Is it more unique in some way? How can you make it seem like the best option available?
Benefits of use. How is the average person’s life going to change once they use your product? How are they going to see the world differently after using it?
Your Brand
You’ll also need to consider your brand. How you present and sell your brand can make a massive impact on audience excitement levels.
Colors and imagery. Colors and imagery should communicate something about your brand. Do you use wacky colors and distinctive animation to tell a story? Or do you use more conservative colors and in-person interviews to tell a story?
Voice and tone. You can also shape audience emotions with your voice and tone. Do you want your audience to feel safe, protected, and cozy when they hear your brand voice? Or would you rather them feel intrigued, stimulated, and challenged when they hear your brand voice?
Experience and consistency. Your brand needs to be presented consistently and convey information about the experience that average people have when engaging with your brand.
Bringing It All Together
These final strategic considerations can help you as you bring all these elements together.
Uncertainty. People tend to be more excited about things when there is some degree of uncertainty involved. For example, movie trailers don’t typically give away the whole movie. Missing pieces of information in trailers spark intrigue and leave viewers wanting more.
Professional polish. However you present to your audience, you should give your presentation a professional polish. Work with trained experts in your chosen medium and try to make your product look as good as possible.
Repetition. Repetition is critical for a successful marketing campaign. Be prepared to communicate similar messages across different channels in different ways. The more your audience is exposed to an idea, the more they’ll end up thinking about it. Just be careful not to overdo it, lest you annoy the very people you’re trying to excite.
A focus on the future. Excited audiences are usually looking forward to something in the future, so integrate that into your campaign. Are you launching a new product on a specific date in the future? Will customers see results after a specific length of time?
Bonuses and rewards. You can also stimulate more excitement by offering bonuses and rewards. For example, customers who sign up for a live event can be entered into a drawing to win a big-ticket item.
Exciting a target audience isn’t exactly easy, but it can be straightforward once you have all the pieces in play. Once you better understand your audience and how your product is beneficial to them, and once you better understand your brand, you’ll be in a much better position to stimulate excitement in your prospects and customers.
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