The Executive - November/December 2018 - 11

brain associated with fear reactions-
including the "fight or flight" response.
The oldest part of the brain is the
reptilian area. It is responsible for
instinct and survival. Its main focus is
to avoid pain. This area is also where a
large number of our decisions are made.
The reptilian brain operates on emotion
instead of logical and rationality. So
when you're appealing to emotion,
you're appealing to the all-important
reptilian brain. In addition to being
important to the decision-making
process, the reptilian region is also the
brain's attention gatekeeper.
At this point, you might have had an
"ah ha" moment!
If you are only marketing the
features and benefits of your
association, you are relying on logic to
persuade your audience. This means
that the odds of your audience being
persuaded to act are not in your favor.
According to Roger Dooley,
speaker and author of Brainfluence:
100 Ways to Persuade and Convince
Consumers with Neuromarketing, "The
more raw emotion you can pack into
your marketing, the better. Logical

arguments don't persuade the reptilian
brain, but simple emotional appeals will
work. If possible, use visuals that the
brain can process easily."
Therefore, if you want your
marketing efforts to be successful, you
have to put emotions first.
Addressing Members' and
Prospects' Pain Points
Take a hard look at your association's
products and services, and start to
define what emotions they evoke. What
pain points do they solve? What are
the resulting feelings that consumers
experience during their initial
engagement with your association
and all the way through to their
purchase, and even afterward?
If you can truly understand
the sentiments that consumer
actions evoke, you can develop a
marketing strategy that capitalizes
on those collective emotional triggers
throughout the path to purchase. To
help do this, answer the following
questions:
1. Who are you talking to? (This is your
target audience.)

2. What are the demographics of
your audience? (Demographics
include information such as age,
income, education level, etc.)
3. What are the psychographics of
your audience? (Psychographics are
the attitudes, aspirations and other
"psychological" information about
your target audience.)
4. What are their pain points and
typical objections?
Example: Career is at a standstill.
5. What words or phrases should
you use that align with your target
audience's needs, industry, tactics
and demographics?
Example: Career growth, promotion,
raise, new opportunities.
6. Based on needs and pain points,
what product/service are you
selling? (Do this for each product/
service.)
Example: Career is at a standstill-
a membership with our association
could help.

C a l S A E ' s TH E E X E C UTI VE - N O VE M BE R/ DE C E M BE R 2 0 1 8

11



The Executive - November/December 2018

Table of Contents for the Digital Edition of The Executive - November/December 2018

PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
AT A GLANCE BY THE NUMBERS: Understanding Gen Z as They Enter the Workforce
AT A GLANCE BLOG SPOT: The Importance of Virtual Meetings
AT A GLANCE TECH TOOLS: Prioritize Your Association’s Technology Needs
AT A GLANCE CALENDAR OF EVENTS
Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
Don’t Let These Communication Culprits Derail Your Content
Is Your Communication Keeping Up with Leadership Evolutions?
Embrace Your Personal Brand— And Make it Work for You
DESTINATION: Wining-and-Dining in Style in Northern California
NEW MEMBERS
INDEX TO ADVERTISERS
MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - Intro
The Executive - November/December 2018 - cover1
The Executive - November/December 2018 - cover2
The Executive - November/December 2018 - 3
The Executive - November/December 2018 - 4
The Executive - November/December 2018 - 5
The Executive - November/December 2018 - 6
The Executive - November/December 2018 - PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
The Executive - November/December 2018 - AT A GLANCE CALENDAR OF EVENTS
The Executive - November/December 2018 - 9
The Executive - November/December 2018 - Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
The Executive - November/December 2018 - 11
The Executive - November/December 2018 - 12
The Executive - November/December 2018 - 13
The Executive - November/December 2018 - A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
The Executive - November/December 2018 - 15
The Executive - November/December 2018 - 16
The Executive - November/December 2018 - 17
The Executive - November/December 2018 - Don’t Let These Communication Culprits Derail Your Content
The Executive - November/December 2018 - 19
The Executive - November/December 2018 - Is Your Communication Keeping Up with Leadership Evolutions?
The Executive - November/December 2018 - 21
The Executive - November/December 2018 - 22
The Executive - November/December 2018 - 23
The Executive - November/December 2018 - Embrace Your Personal Brand— And Make it Work for You
The Executive - November/December 2018 - 25
The Executive - November/December 2018 - 26
The Executive - November/December 2018 - DESTINATION: Wining-and-Dining in Style in Northern California
The Executive - November/December 2018 - NEW MEMBERS
The Executive - November/December 2018 - INDEX TO ADVERTISERS
The Executive - November/December 2018 - MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - cover3
The Executive - November/December 2018 - cover4
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