The Executive - November/December 2018 - 12

7. Do they really need those things or do
they just think they do?
Example: Yes, if they want to learn new
things and meet people who can open up
new career opportunities.

well-being, freedom and independence,
belonging, security and succeeding
in life.

8. What drives them to actually take
action and buy, once a real or perceived
need is identified?
Example: How long it will take to see a ROI
compared to the price of membership.
9. What emotions do you want to evoke?
Example: Joy, trust, anticipation, hope.
10. What problem will this solve?
Example: Gain new skills that will
help build a portfolio and strengthen
professional network.
11. What are the feelings that your
buyers (members/prospects) experience
during their initial engagement with
your association?
Example: Curiosity, trust.
12. What do they feel
during the purchase?
Example: Excitement.
13. What do they feel after the purchase?
Example: Overwhelmed.
14. How will you tap into your target
audience's fundamental motives and
fulfill their deep-often unspoken-
emotional needs? Such as, standing out
from the crowd, confidence in the future,

How to Develop Content
that Appeals to Emotions
Now that you have a better idea
of who you are talking to and which
emotions to tap into, the next step is to
craft your narratives and stories.
Not only does storytelling get the
attention of the reptilian brain, it also
creates a rush of dopamine, which is
linked to memory. During the TED
talk, "Storytelling, Psychology and
Neuroscience" by Amanda D'Annucci,
she discusses how storytelling can
enhance a listener's memory. She adds
that storytelling engages the entire
brain including the amygdala, which is
involved in the processing of memory
and emotion. What this means for you
is that your campaigns can leverage
storytelling to make an emotional and
psychological impact to help ensure
members and prospects remember the
story and, as a result, remember your
association.
By using the power of emotions
and psychology when designing your
content, your target audience starts
resonating with your thoughts. As
marketers, you are targeting people you
don't know personally, but you have an
understanding about who they are and
what they want. To impact these people's
buying decisions, you need to create

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Ca lSAE's T HE E XEC U T IV E - NO V E M B E R/ DE C E M BE R 2 0 1 8

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9/16/18 12:02 PM

content that makes them "feel" with
the association and for the association.
Applying principles of
neuropsychology into your marketing
is the key to improved ROI. When
you're making your 2019 marketing
plan, be precise about the emotional
connections you're trying to build.
Investing in the touchpoints that will
drive those connections is a powerful
way to increase value, maximize the
return on investment decisions and
minimize the risk.
In a Harvard Business Review
article on emotional connections,
Alan Zorfas and Daniel Leemon
reported:
"From a lifetime value basis,
emotionally connected customers
are more than twice as valuable as
highly satisfied customers. These
emotionally connected customers buy
more of your products and services,
visit you more often, exhibit less
price sensitivity, pay more attention
to your communications, follow your
advice, and recommend you more-
everything you hope their experience
with you will cause them to do.
Companies deploying emotionalconnection-based strategies and
metrics to design, prioritize, and
measure the customer experience find
that increasing customers' emotional
connection drives significant
improvements in financial outcomes."
Consequently, the next time you sit
to discuss what type of content your
marketing team needs, don't forget
to include consumer psychology and
emotions. Because at the end of the day,
while this type of content takes more
money and time to create, emotionally
connected members not only generate
greater value, they also become more
convinced in every interaction that
"this association gets me."
Samantha Lake is the vice president
of marketing for Grow Socially. She
has been showing associations how
to improve their marketing and
communications since 2012. Currently,
she is overseeing marketing for the
Public Relations Society of America
(PRSA) and is helping the association
to think differently and creatively to
grow membership and increase event
attendance. Contact her at
samanthal@growsocially.com or
978-821-4688.


http://www.alexispark.com http://www.alexispark.com

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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