Saturday, March 25, 2017

Comics of the week #384

Every week we feature a set of comics created exclusively for WDD.

The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers.

These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world today.

So for a few moments, take a break from your daily routine, have a laugh and enjoy these funny cartoons.

Feel free to leave your comments and suggestions below as well as any related stories of your own…

The Lesson

Fair is Fair

 

Don’t Judge a Book by its Cover

Can you relate to these situations? Please share your funny stories and comments below…

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Friday, March 24, 2017

UX or Design — Where should marketers invest?

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There is a problem with the question in the headline above. The problem is it implies a zero-sum game. If you focus on UX or focus on design, you lose either way.

The key to any successful message is the combination of the two in service to the customer.

In this video, our Managing Director, Flint McGlaughlin, talks about the false dichotomy inherent in the question of UX vs. design.

We talk more about this question in the University of Florida/MECLABS Institute graduate certificate program.

You might also like:
[MarketingSherpa Case Study] Inbound Marketing: How a focus on SEO and imagery increased organic website traffic 97% for a North Carolina community
[MarketingSherpa Chart] How purchase experience affects customer satisfaction
[MarketingSherpa Case Study] Website Redesign: A 12% increase in average order value with customer-first site design for wholesaler
[MarketingSherpa Case Study] Brand Affinity: Mellow Mushroom builds engagement via original content, e-club program
[MarketingExperiments Research Partner Brief] How Do Website Colors Impact Conversion? New research reveals 5 critical mistakes designers make with color
[MarketingExperiments Research Partner Brief] Rapidly Maximizing Conversion: How one company quickly achieved a 58.1% lift with a radical redesign
[MarketingExperiments Research Partner Brief] Images vs. Copy: How getting the right balance increased conversion by 29%
[MarketingExperiments Research Partner Brief] The Usability Myth: 4 surprising discoveries we learned after testing the most common usability principles
[MarketingExperiments Analysis] Web Usability: The Squint Technique and other insights from your peers
[MarketingExperiments Analysis] Web Usability: When should you avoid navigation?

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Thursday, March 23, 2017

A Beginner’s Guide to Designing Conversational Interfaces

Whether you love them or hate them, conversational interfaces have started making a significant impact in the business/brand communication landscape. Though many businesses have realized that conversational interfaces are likely to cause a major shift in brand communication there are many who are skeptical about CIs.  CIs have limitations, but they are here to stay and they will get better and more advanced, and that the current issues will be resolved over time. 

These limitations should not stop businesses from leveraging CIs for business growth as history has proven time and again that failing to adapt to market changes has always cost businesses heavily.

What is a CI?

Conversational Interfaces(or CIs) are currently of two types: Chatbots and Virtual Assistants (Siri, Google Assistant etc.) but, arguably, conversational websites like Adrian Zumbrunnen and uxdesign.cc can also be considered conversational interfaces. 

CI design demands a fundamental shift in approach to design–minimal visual design and more use of words; content, presentation and conversation flow are the primary UI elements of a CI design. As Matty Mariansky, Co-founder of Meekan, puts it “Content becomes the Style”. This is the fundamental CI design principle that the designers have to adopt to take a leap.

Virtual assistants are built by tech giants like Google, Apple, Microsoft, Samsung etc. Chatbots and conversational websites are the CIs that are usually built by businesses. So, the dos and don’ts of CI design discussed below are with respect to chatbots and conversational websites/apps only.

There are two major types of chatbots: rule-based chatbots (programmed to give canned responses), and AI (Artificial Intelligence) based chatbots. Further, they can be classified into text-based and voice-controlled chatbots. Since most of the chatbots have some limitations and AI/machine learning/natural language processing technologies still have to get advanced enough to enable a ‘perfect’ human-like conversation—though many AI-based Chatbots are reasonably good at it—we need to follow certain design guidelines/principles while building a Chatbot in order to ensure friction-less communication.

Resources, Guidelines and Design Tips

Messaging/Chat Platform Documentation

As you may know Chatbots usually live in popular messaging products like Facebook messenger, Telegram, Slack, KiK, Slack, Skype, SMS etc but they can also be integrated into your website or app.

You choose messaging platform(s) on which your target audience or potential/existing customer are active. Platform-wise documentation:

Expect more messaging platforms to offer Chatbot APIs in the future.

Chatbot Building Services

Chatbots have minimal UI and thus designers need not worry too much about the design or visual aspect, what is more important is the construction of the right conversational flow. If you get the flow chart right, half of the job is done.

There are plenty of Chatbot building services which enable non-technical people to build simple chatbots. If you are a small business owner or a designer with limited or no coding knowledge, these services can really come in handy. For example Chatfuel, a bot builder for Facebook Messenger offers a free service, providing a drag-and-drop interface and no coding knowledge is required.

There are many other similar services including Manychat, Massively, Motion.Ai, Octane.Ai, AI Buddy, AI Pioneer, Rebot.Me, Pandorabots, Second Ego, Zabaware, Botego, Infs Intellectual Agents, Personality Forge, Do you Dream Up, BotLibre, BotPlatform, Flow Xo, gupshup, Chatbot4u and more.

If you intend to build a more advanced bot, you may consider the following services:

API.ai – This powerful and robust platform, which was recently acquired by Google, can help you build simple to advanced conversational interfaces.

Wit.ai – This is another comprehensive, extensible natural language platform, owned by Facebook, which enables you to build text-based and also voice-controlled chatbots which can understand humans.

Bot Framework – Microsoft’s Bot Framework enables you to build cross-platform, intelligent bots which can be integrated to any messaging or chat app that supports Chatbot Integration and they can also be integrated into your website, app or even office 365 mail.

IBM Watson – Another great platform owned by another tech giant—IBM—helps you to build Chatbots that understand natural language.

Other Important Resources

Botwiki – This is an ultimate resource to find all information related to bots including Bots directory, tutorials, articles, tools, events and more.

Twine – Twine is a great tool that will help you to construct conversational flow. It enables you to create non-linear, interactive text scripts and conversational flow.

Botkit – undoubtedly a great resource, it is a popular open-source toolkit that contains ready-made code and commands which enable you to create Chatbots for Slack and other messaging platforms.

Botframe – It is a cool and user-friendly Prototyping tool that helps you to simulate conversations. 

Superscript – A dialog system and bot engine which is extensible and designed to work with other AI Frameworks such as API.ai, IBM Watson, Wit.ai etc. It helps you build Chatbots that can have human-like conversations.

qTypes – A comprehensive library of defined question formats and a how to answer/respond guide.

Normalizer – this app processes user input and make it understandable for bots.

CI Dos and Don’ts

Purpose

Defining the purpose of the CI/Chatbot is first important step. What customer problem will it solve efficiently? How will it benefit the target audience and you?

Visual Design Vs. Content

As discussed, CI is more about content and less about visual design. So, the focus should be less about the look and feel and more about content.

Conversation Flow Chart

The key to success is in getting the conversational flow right. Remember, the major objective of conversational interface is to minimize user’s effort to communicate with the system—so, the challenge is to anticipate users’ needs and provide the right solutions/answers with minimum user input and stored information. Conversation flow chart is the major component of CI. 

Draft a set of questions that your bot should be capable of answering—those relevant questions which the user is likely to ask or should ask to get a prompt, canned response that will take the conversation forward and keep it on-track. Use qTypes (mentioned above) for Q&A drafting. Your bot should be taught to distinguish and understand different types of questions. qTypes can be leveraged to make your bot give prompt replies to standard questions.

Great Start

Unlike GUI, CI doesn’t have interactive elements which the user is usually familiar with, like the buttons (though minimal use of buttons is recommended—explained below), menu/drop-downs etc. In case of CI, a user usually either views a blank screen or no visuals at all (eg. Amazon Echo), so it is important to guide the user promptly to start the conversation by telling them to how/where to start and how the Chatbot/CI can help them.

Being Concise and Succinct

Avoid giving too much information in one go. Open-ended questions should be avoided and clear options should be provided so that the conversation remains objective and it does not go off-track.

Do not provide too much information and multiple options in one go. 

Step by Step

Request information from the user or ask questions one by one. Once you get the right information, proceed to the next thing.

Clarity and Confirmation

At every stage of the conversation, make sure that your user understands the conversational flow. Keep the user informed about the tasks carried out and also make sure that the right information has been collected from the user at every stage. Always repeat and get a confirmation from user every time they provide an input.

If a user input is incorrect, make the user clearly understand what went wrong and what they are supposed to input instead.   

Using Buttons and Clear CTAs

We discussed providing clear options/CTAs so that the conversation remains on-track and the use of buttons is a great way to ensure clarity, as users know what to expect at every stage, and also buttons reduce typing (and typos); thus, buttons minimize friction. Normalizer (mentioned above) also helps you to tackle typo issues.

Human Touch

Not only the flow of the conversation is important, it is also important to make the conversation sound natural, maintain continuity, and avoid bringing different topics together into the conversation. Maintaining a friendly tone and picking the conversation from where it was left during the previous visit are some of the things that can make the user feel important. Personalization is also a key aspect of adding a personal touch to the conversation. 

Do provide timely suggestions or guidance to the user whenever required. For example, sharing a link to the FAQ page at the right time may be of great help to the user. The user might also appreciate it if you provide alternate solutions or recommendations.

Making non-lexical sounds like oh, hmm, uh etc during conversation also make the conversation sound natural. 

Giving a funny reply or cracking a light joke when the user tries to take the conversation off-track (e.g. by asking irrelevant questions) also works and makes the conversation sound very natural. Timely humor always uplifts the mood. Rude users can also be tackled with funny, witty responses.

Use of Animation/Graphics

In case of text-based chatbots, clever and timely use of animation spices up the conversation and brings a feel-good factor into it.

In-built Channel to Escalate Unresolved Issues

As we discussed earlier, most of the chatbots are rule-based and at times may not be able to resolve complex customer issues – so, there should be an escalation channel in standby mode through which the chatbot can refer or escalate unresolved issues to your customer support team for human assistance.

Exit Option

At some point in time during the conversation the user may want to end the conversation and contact you through other modes of communication, give the user the option to exit the conversation and once the user exits you can display your email and/or phone number.

The Challenge of CI

Most of the Chatbots/CIs today have certain limitations and they don’t have human-like conversations perfectly ( but many AI-based Chatbots are reasonably good at it). The major challenge yet to be tackled perfectly is natural-language processing – typos and grammatical errors are common in human conversation (both oral and written) – short forms, slang, and sounds are also often used in conversations. Apps like normalizer help us to tackle this issue to an extent but gaps always remain. 

In the near future, continuous advancement in NLP/machine learning/artificial intelligence technologies will fill this gap and we say with confidence that future AI-powered chatbots will have human-like conversation perfectly. Until then, play by the chatbot design rules to ensure successful chatbot design and deployment which in turn ensures successful customer engagement.

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eBay Redesigns Its Homepage (Again)

They say that three time’s the charm. Maybe for eBay, two is all that it will take when it comes to its homepage design.

In late 2013, the auction site last attempted a homepage redesign that wasn’t all that user-friendly. While the then-redesign was supposed to surface relevant goods based on the interests and browsing habits of each shopper, the end result actually forced the site visitor to do a fair bit of work instead.

This time around, four years later, the company is again trying another homepage redesign, one it hopes will be met with more approval.

The idea behind this attempt is a better user experience that simply enhances visitors’ user behavior of browsing and shopping like they’re used to doing.

Horizontal image carousels are a distinctive feature of this new look; they’re stacked on top of the other in a sort of card-based organization. The rows are sorted by products that users have recently looked at, products that have been included in a list of items shoppers are keeping track of, and both products and eBay shops that an eBay algorithm recommends to users.

The big difference between this second attempt at a redesign and the failed one from four years earlier is the absence of the requirement for users to either follow sellers or save products. Such a requirement is what contributed to the poorer UX of the last redesign attempt, even though it was a stab at increasing the personalization of the site.

Don’t think that eBay is shying away from personalization, however.

The newest personalization scheme involves an initiative that sorts eBay’s collection of goods by product type instead of any individual listing. The company is hoping that this change will fix the bad UX from the earlier attempt at personalization.

eBay’s big advantage over other e-commerce retailers like Amazon is that it also features rarer goods that you can’t find on any other site. Of course, if eBay’s new personalization design won’t allow visitors to quickly and easily find said rare goods without a hassle, then this big differentiator will be a moot point.

This redesign, though now limited to just the homepage, will eventually spread to the rest of the entire site, as eBay seems to be using the homepage redesign to test the waters, for now. It’ll be in the site’s best interest to have the redesign effective on all pages site-wide since the majority of eBay visitors don’t first land on the homepage. In fact, on Cyber Monday, only 17% of visits from American users started on eBay’s homepage.

Look for the redesign to engulf the entire eBay site sometime before the midway point of this year while the mobile version will see the redesign effective before the end of 2017.

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Wednesday, March 22, 2017

12 Genius Ways to Apply Emotional Marketing to Facebook Ads

Facebook advertising is a big auction.

There are both winners and losers.

Now, you wouldn’t want to be on the losing side, would you?

So, what can you do to create Facebook campaigns that finish the race as champions, having collected many new customers in the process?

A smart move would be creating ads that catch people’s attention before any other Facebook post or ad can get to them. While there are many tips and hacks written about all across the web, here’s one that seems highly promising: playing on people’s emotion.

An analysis of 1,400 successful ad campaign case studies found that campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.

Trend Hunter Marketing analyzed 55 emotional marketing campaigns, and found the average popularity score to be 8.0 — higher than in other categories.

By spicing up your Facebook campaigns with a pinch of emotion and a dash of thrill, you can allure your Facebook audience, making them click and purchase.

There’s no limit to the emotions you can bring into play – excited, melancholic, delighted, shocked – you name it.

This post will teach you how to apply emotional marketing to Facebook ads (and celebrate a landslide victory over the competition.)

Ready to win the Facebook ads race? Let’s go!

1. Master the Art of FOMO

If you’ve ever attended an event because you thought “Maybe something cool would happen,” it was likely due to FOMO – the fear of missing out.

What if all your friends go out while you’ll be missing out on all the fun…

A study of millennials found that as many as 69% experience FOMO when they are not able to attend an event where their friends are going.

People are afraid of being left without an amazing experience.

But FOMO doesn’t only apply to attending events. It also applies to other aspects of life and business.

For example, Sumo has written Facebook ad copy that makes the reader think that everyone else is already using their software and the person reading is the last one out.

sumome-facebook-adSumo uses the full potential of FOMO

By saying that over 175,000 websites use their tool, Sumo makes the reader wonder if they’re missing out on something.

Now, you wouldn’t want to be left behind while all those other websites speed right past you. So, you’ll likely click on the ad to see how to get the tools yourself.

How to use FOMO in your Facebook ads:

  • Mention the number of people already benefitting from your product.
  • Pose a question, hinting that the person’s missing out on a great opportunity.
  • Make the reader feel like there’s a fascinating community they’re not part of… Yet.
  • Make your Facebook ad offer limited by time to nudge people to sign up faster.

2. Show the Excitement

Excitement is known for its ability to increase impulsivity and make people quicker to act.

So, if you’ll manage to get a person excited in your Facebook ad offer, they’re a lot more likely make the purchase based on the momentum.

The author of The Psychology of Social Shopping, Paloma Vasquez points out that:

“In a state of excitement or arousal, people think and behave very differently. Emotional states trump rational thinking; it’s easier to sell to consumers when they are excited.”

As you look at Try The World’s Facebook ad, you’ll notice that it breathes excitement for several reasons: the bright ad color, lots of exclamation marks, and the energetic tone of voice.

One can almost feel the excitement of opening the subscription box and discovering its treasures.

try-the-world-facebook-adYou can almost feel the excitement looking at this Facebook ad

As you decide to use the excitement tactic in your Facebook ads, don’t let the sparkle fade before the purchase is made.

An article in the Wall Street Journal suggests that it takes 20 minutes for the feeling of excitement to pass.

In most cases, emotions fade even faster.

So, it’s best to keep your ad’s landing page as straightforward and compelling as humanly possible and lead the visitor to signup.

A few tips for creating exciting Facebook ads:

  • Use bright colors in the ad design.
  • Use exclamation marks and keep your ad copy short.
  • Include an ad image that shows excitement.
  • Showcase your product at the most exciting moment of its lifecycle.
  • Make sure that your offer is actually interesting to the target audience.
  • Include a discount offer to give the final nudge and make the ad irresistible.

3. Create a Curiosity Gap

If you’ve ever thought what makes Upworthy and Buzzfeed headlines so irresistible, here’s one of their secret weapons: the curiosity gap.

Put simply, the curiosity gap is the discrepancy between what we currently know and what we’d like to know.

And it works wonders if your goal is to get people clicking.

Copy Hackers was able to get a 927% boost in clicks on their Pricing page after applying the tactic.

And of course, curiosity gap can also be incorporated into your Facebook ad copy.

hubspot-seo-facebook-adQuestions = Curiosity

As someone spots HubSpot’s question “How well do you rank for SEO” in their Facebook Newsfeed, they’re bound to find out the answer. That is, if HubSpot’s targeting a Facebook audience of marketers.

The formula of curiosity gaps is simple: Ask people a fascinating question or tell them a cool story, and leave the best part untold.

SurveyMonkey, for instance, asks in the ad’s headline “Want a GoPro?” and sparks the reader’s curiosity to find out more.

surveymonkey-facebook-adUse questions in the headline

The reason why this works is that people have a natural tendency to connect the dots and discover the answers. It will be hard for them to resist reading and clicking on your Facebook ad after it has posed a fascinating question.

When targeting a cold audience, it’s best to fill in their curiosity gap for free. With warm audiences, you can ask for something in return, e.g. their email address.

4. Make People Happy

A study in 2010 of the most-emailed New York Times articles found that emotional articles were shared more often. The study also noted that positive posts were shared more often than negative ones.

What if the same rule applies to your Facebook ads – will positive ads get more likes and clicks?

There are three main tactics to make use the emotion of happiness in Facebook ads:

  1. Brightly colored ad design.
  2. Including an ad image with smiling people.
  3. Using adjectives and verbs with positive connotations.

Eventbrite is applying all the three methods across their Facebook ad campaigns.

From the positive color scheme…

eventbrite-facebook-adBright and contrasted colours make your ads more positive

To smiling people:

eventbrite-smiling-people-facebook-adSmiling people relate to happiness

Not only Eventbrite’s ads spark positive emotions towards the offer, but people will learn to associate the entire brand with happy feelings.

A study analyzed more than 1 million online reviews on sites like TripAdvisor and found that restaurants received significantly better ratings on days with nice weather and worse reviews on any day with rain.

If your goal is to make people remember your brand as a mood-booster on a rainy day, create more positive ad designs.

Happiness marketing can work especially well for B2C brands. For example, alcohol producers are often publishing commercials with people enjoying themselves on the beach or at a party. If you look at Corona’s ad profile, you’ll see that every ad follows this best practice.

corona-happy-tv-adsPeople will learn to associate your product with happy feelings

5. Learn to Handle Negative Feelings

A Facebook ad sparking negative feelings isn’t always a bad thing.

Especially if it first ignites the negative thoughts and then offers a solution to cheer you up.

However, don’t overdo the negativity in your ads.

A study by researchers at Stanford GSB and Tel Aviv University discovered that small doses of mildly negative information — a so-called blemishing effect — may actually strengthen a consumer’s positive impression of a product or service.

The key to successful Facebook ads may lie in including just the right amount of negativity.

For example, Contently’s ad headline can make many marketers worry: “If the future of content isn’t blogging, what am I going to do?”

contently-facebook-adContently’s ad will make you worry

But just as the ad’s negative headline has grabbed the reader’s attention, it offers a solution: “More videos. More downloadable content. More infographics.”

According to the viral content study by The New York Times, some negative emotions contribute more to virality that others. Most specifically, the negative emotion of anger.

additional-liklihood-to-appear-on-nytAnger makes people share (Image source)

Here’s how to put negative feelings to good use in your Facebook ads:

  • Capture your audience’s attention with a negative headline.
  • Let your audience know about a small default about your product to show you’re not hiding anything.
  • Remind the readers of a negative fact or situation they encounter on a daily basis.

6. Offer Hope for Better Future

We all hope that we’re going to be prettier, smarter and funnier.

That’s one of the reasons we buy new things — to improve our lives.

While deep inside, everyone knows that most of the time things won’t make us happy, we still keep hoping they will.

Shopify’s Facebook ad plays on the emotion of hope, using aspiring language and brilliant copywriting.

shopify-facebook-adShopify’s ad offers hope

“Start your journey” and “Get more out of life” are both great slogans and talk to Shopify’s target audience.

Now that you already know that the emotion of hope can be activated by masterful copywriting. Is there anything else you can do?

In fact, there is — as you create a Facebook ad sparking hope, also provide a platform or a solution to reach the better future. For example, if you promise to double a company’s revenue, be clear about how you’ll do it.

asana-facebook-adAsana promises to improve your teamwork

Asana’s Facebook ad promises many great improvements in teamwork, making a project manager wish their team could achieve even more.

7. Help People to Feel Proud

According to Dan Hill, author of Emotionomics: Leveraging Emotions for Business Success:

“Emotions process sensory input in only one-fifth the time our conscious, cognitive brain takes to assimilate that same input.”

This means that emotions have a strong effect on our immediate actions.

LEGO’s Facebook campaign makes moms proud of their kids, reminding them of the children’s capacity to create amazing things.

lego-facebook-adLEGO’s ad makes moms proud

Moreover, LEGO’s campaign hooks with the previous point — using the emotion of hope. Many parents are drawn to the offer because they’d like to see their children learn and succeed.

Another way to make people feel great about their purchase is to remind them that they’re making a smart choice.

That’s exactly what the Dollar Shave Club does by saying their product is the smarter way to shave.

The person who buys the subscription will know they’ve made a clever deal and will feel good about it.

dollar-shave-club-australia-facebook-adDollar Shave Club invites you to the club

8. Create a Sense of Urgency

When you give people too much time to make a decision, they’re going to postpone the conclusion and will likely forget about it.

However, when presented with a limited time offer, people get worried about missing out on the awesome offer.

Applying scarcity and urgency on a website helped an entrepreneur increase sales by 332%. How much can you increase your ads’ click-through rate by using the same tactic?

For example, Target’s Facebook ad creates the sense of urgency by limiting their discount offer to a specific date.

targetrun-target-facebook-adHow to apply limited time offers

Groupon has even added the end time with the time zone specification to make their offer feel more urgent. This way, there’s no doubt when the offer’s going to end.

groupon-facebook-ad-balloonBe specific about the offer’s end date

How to create a sense of urgency in your Facebook ads:

  • Define clear dates, e.g. “Today only” or “Offer ends in 24h.”
  • Offer a great discount, e.g. “Get 60% off today.”
  • Keep your offer simple and brief.
  • Place your best offer in the ad’s headline or the image.
  • Match the ad’s offer on the landing page.

9. Surprise Your Audience

Psychology Today reports that fMRI neuro-imagery shows that consumers use emotions rather than information to evaluate a brand.

If you’re looking for a strong emotion that will immediately catch your audience’s attention, create an offer that’ll surprise them.

A simple way to surprise people is to conduct an original survey and share interesting stats with your ad audience. That’s exactly what Grammarly has done:

grammarly-96-percent-online-daters-facebook-adSurprising facts catch attention

You can also learn to apply the surprise-and-delight approach that’s based on the principle that nice surprises make people feel special and important.

Offer a free coupon or some other pleasant surprise to win your Facebook target audience’s attention and trust vie a series of small gestures.

g2-crowd-coffee-facebook-adWho wouldn’t like free coffee

G2 Crowd offers a $5 Starbucks gift card in exchange for filling in a quick survey. This works for two reasons:

  1. People are pleasantly surprised to get the gift card.
  2. By filling in the survey, they’ll become familiar with G2 Crowd’s brand.

When you create noteworthy Facebook ads, they’ll distribute organically via the likes and shares of your target audience.

According to a Nielsen study, 83% of people say they always trust the recommendations of friends and family, which makes it ever more important to engage your target audience.

10. Spark the Sense of Belonging

Some of the world’s most successful brands were originally built through low-cost community-based marketing. Starbucks, Google, Apple … The list goes on.

People are hardwired to search for understanding and support from their peers. A sense of belonging to a large community improves our motivation, health, and happiness.

What if you could frame your Facebook ad offer as an invitation to an exclusive club of awesome members?

This approach is often used in event marketing. By presenting all the famous attendees, conferences make people interested in joining them at the venue.

Here’s an example by Litmus, inviting the viewers to join “the talented community of marketers and designers.”

litmus-facebook-adLitmus invites you to join in

How to use emotional marketing to create a sense of belonging:

  • Frame your offer as an invitation into an attractive community.
  • Include the names of influencers using your product.
  • Mention the size of your user base to convince people of the community’s worth.
  • Make the entry challenging enough for the person to value the community.

11. Untap the Power of Guilt

People feel guilty about different things, but one thing’s for sure: if you can hit the right nerve, you’ll win their attention.

Consumers who feel guilty tend to respond well to small, short-term fixes. That’s why the number of new gym memberships soars after a long holiday period and declines shortly after.

A study published by researchers at The University of British Columbia suggests that guilt can be a powerful tool for motivating self-improvement and for selling self-improvement products and services.

But not only — guilt as an emotion can also be used in the B2B industry.

For example, Scoro’s Facebook post asks “Are you working hard or hardly working?” making a person think whether they’re really contributing enough.

scoro-facebook-adAre you guilty of procrastination?

The Facebook ad also offers a quick solution: 89 productivity hacks to improve oneself.

Remember that emotional marketing with guilt works best if you also provide a quick fix to the audience’s problem.

Slack’s Facebook ad has taken a similar approach by stating “Your inbox is out of control.”

Another reason why this ad works is the strong emotional word “Yikes” in the first ad image, instantly catching people’s attention.

slack-yikes-facebook-adSlack’s ad provides both – a problem and a solution

How to use guilt for successful Facebook campaigns:

  • Remind your audience of a small mistake they’re making.
  • Offer a quick solution to their problem.
  • Use strong words that spark negative feelings and help to grab attention.

12. Make People Feel Important

Performance coach Tony Robbins has named the feeling of being significant to be one of the six basic human needs.

We all want to feel important and valued by others. And smart marketers know how to use this knowledge to create irresistible ad campaigns.

For example, Google’s Facebook ad looks at every benefit through the prism of you: New domains that tell your story. Get your domain today. Find a domain name for your story.

google-domains-facebook-adGoogle’s Facebook ad is all about you

Here’s another clever Facebook ad example by Spotify:

spotify-facebook-adSpotify’s ad takes a personal approach

By creating a highly personalized value offer, Spotify will ignite curiosity while also making the person feel important.

To make your ad audience feel important, create a personalized ad and use the word You to talk directly to the reader.

Conclusion

Emotions can go a long way in helping to create click-worthy Facebook ads.

According to a 2016 Nielson report, emotions are central to advertising effectiveness. The ads that generated the best emotional response also generated a 23% lift in sales volume.

Applying emotional marketing tactics to your Facebook campaigns isn’t as difficult as it seems. All it takes is smart copywriting and original ad design. And of course, a touch of creativity.

To wrap it up, here are all the emotions listed once more: The fear of missing out, excitement, curiosity, happiness, negative feelings, hope, pride, urgency, surprise, sense of belonging, guilt, feeling of importance.

Find out what works best for your target audience, and see your sales results grow.

About the Author: Karola Karlson is the founder & author of Aggregate, the most upright blog about marketing, growth, and data. She’s also a contributor to marketing blogs like AdEspresso, HubSpot, and KlientBoost, and works as the Digital Marketing Manager at SaaS startup Scoro. Karola’s all about random cool ideas, growth marketing, and taking new marketing approaches on a test drive. Connect with her by visiting her blog or on Twitter.

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