We’ve discussed in the past just how powerful emotions are when it comes to making decisions. Figuring out the emotional reasons people attend your events can help you market more effectively and fill even more seats. While fear and greed are the two most common emotional triggers in marketing, there are dozens of other emotions you can use to move your audience to action.
Below are a few examples of emotions your members might be feeling. Imagine how you can use these to craft more effective messaging and promotions:
Fear and Insecurity
Members are worried they’ll miss out on key information that could help them be more successful at their jobs and, by extension, their lives. They’re also worried that “everyone will be there” so they should be, too, or risk missing out on key insights and experiences that could help them in the future.
Vanity and Exclusivity
Members want to hobnob with the leaders in their field. Your annual conference is often a who’s who of your industry. The conference might be the only time members get face time with these luminaries. Then they can go back to work and tell everyone whom they met and what they learned from such an exclusive opportunity.
Pride and Passion
Certain members are your cheerleaders. They love your association and are proud to be part of it. They feel connected. They want to connect with other tribe members to forge new connections, renew existing relationships, participate in the conversation, and generally support your association. They would miss your annual conference like they would miss their daughter’s wedding.
Security, Confidence, and Value
Members know your conference is the source of the latest information, trends, techniques, research, and thought leadership. They also know that if they attend, they too will know the latest information, trends, techniques etc. and they will be better at what they do because of it.
Greed
Your conference has the goods, and your members want the goods. These might include exclusive information from panel speakers, access to industry partners on the showroom floor, and irresistible giveaways and incentives. Members appreciate that what you offer enhances their lives, so they attend your conference to get more of a good thing.
More Emotional Triggers to Consider
- optimism
- pessimism
- embarrassment
- revenge
- stickin’ it to the man
- complacence
- love
- envy
- desperation
- benevolence
- boredom
- sadness
- wit
- shyness
- whimsy
- guilt
- disgust
- patriotism
- anger
Get to know your audience. What keeps them up at night? If fear isn’t a strong emotion your audience members experience, don’t use fear in your next postcard or email campaign. If you know that the majority of conference goers are repeat attendees, use pride and passion to your advantage.
It’s okay to promote your expertise, but it’s much more powerful to sell your attendees on how your expertise will solve their problems and enhance their lives.
Homing in on a primary emotional trigger means your marketing efforts will resonate with your members, connect with them “where they live” emotionally, and move them to book a seat.
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