Even in marketing and advertising, emotions are a science. Cleverly crafted words and images can entice and win potential customers. So what are the emotive triggers that grab their attention and how do we identify them?

2. EMOTIVE TRIGGERS

3. situational
& swot
- Markets
- Competitors
- Supply Chain
analysis

4. ENTER YOUR Target Market’S HEADSPACE
(Relevant Thoughts and Needs)
Segmenting & targeting:

5. What do our customers want?
Consistent, sound,
steady, established,
predictable
SKILLFUL
INDEPENDENCE
Arms length,
autonomous, non-
aligned, self-
determining
BELONGING
Affiliated,
connected,
welcome, at home
STABILITY

6. “The essential difference between
emotion and reason is that emotion
leads to action while reason leads to
conclusion.”
- Donald Calne (Neurologist)
Now to capture that emotion!

7. IDENTIFYING
triggers
-­‐ Using qualitative profiles and AMPS/
SAARF information of the respective
target markets.
-­‐ Review SWOT, Situational Analysis,
Brand Positioning.
-­‐ Red Ocean Blue Ocean/ Strategy Canvas.
-­‐ Identify emotive triggers
EMOTIVE

8. Likeability rules!