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There are three ingredients in the secret-sauce of every great campaign: planning, planning and planning. While that's obviously not all you need, at least you'll ensure that your message is clearly understood by the people you most want to communicate with! If you're creating a video, you need a script and a shot list. And about a hundred other things to ensure your project works out. Think about your consumer or customer and what messages you know they need to hear as you move them to 'yes'. Then think about the best ways to deliver that message. Knowing what to leave out is as important as knowing what to include. The whole point is to lead people in a direction that ends with them contacting you! Emotions are vitally important in getting to 'yes'. And they are the double-stuff filling between brand and consumer. Know which emotions are most in play. Those are the ones you want to engage! Viral campaigns play people's emotions like Liberace played the piano! Humor is a big motivator. Remember how popular the kids who could make others laugh always were in school? Getting to 'like' is hugely important in the overall marketing pathway towards purchase. Another important emotions is sentimentality. Great viral campaigns are like Hallmark cards, just leave out the "Dork" factor. Depending on your product and your target consumers/ customers, emotions like fears, hopes and dreams are equally important. Here are a few examples to show what I mean. Puppyhood A Puppy is Not A Product I know! All of this can be a bit overwhelming. Looking for help to uncover your branding or create your viral campaign? Contact Joe Hines. This blog is written by Joe Hines, Lead Branding Architect at Professional Edge. Professional Edge is a marketing consulting firm focused on helping owners of small businesses develop more and better business relationships. You can find out more about us at Professional Edge. Joe also owns and operates A-Cubed Marketing Services, a virtual marketing services firm. We help our customers explain how they create value so they can sell more of their products and services. You can see examples of our work at A-cubed Marketing
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