(SERIES: TAMING THE TWO HEADED BIZ MONSTER) - WK8: DEMAND STARTS WITH EXCITEMENT & TRACTION - DONNA KUNDE & WILLIAM EASTMAN
Emphasize: understand what the visitor is looking for and what type of experience will make them return; what messaging will create excitement and gain traction in their decision making? (nFx)
Excitement is a state of arousal that has physical, physiological, and psychological elements. It is based of a combination of emotions that leads to impulsivity.
The basis for customer (demand) excitement
EPISODE 25: EVOKE STRONG EMOTIONS
This is a high risk - high reward gamble. What you do must evoke some emotion to gain attention and therefore awareness. However doesn't that mean even if you get the emotion right you will turn off others? In a one word answer - yes. However the real question is not just who will you attract, it is also you will you lose? (All Excitement)
EPISODE 26: DEMONTSRATE PROGRESS
Making progress is essential to satisfaction and well being. If the task has been difficult enough it reinforces a feeling of competence and self-worth. Tasks that too difficult or too simple have the opposite effect. (Mixed Excitement & Traction)
EPISODE 27: STRONG DESIGN
The look and feel of your materials, site, etc., provide clues to the individuals that trigger emotions. This takes into account the UX (user-friendliness) of the materials. Color also plays an important part of creating excitement. (Mixed Excitement & Traction)
EPISODE 28: LIMITED SUPPLY
Scarcity has always played a role in generating excitement. If the product and/or service is perceived as valuable, then the idea it will not be available with have the desired effect - take action now. All of this is part of a build and marketing strategy. Once built, your marketing efforts focus on generating excitement to gain visitors. Once they are at your site or reading your materials, the burden is on how it was designed - how UX it is. (Mixed Excitement & Traction)
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