Start with the heart.
As an advertising firm that works with health and wellness brands, it can be easy to get caught up in the heady technologies, treatment strategies, and impressive success stories that our clients can rightfully boast. Health and wellness companies are living in an age where providing new innovations, regularly, doesn’t constitute bragging rights, it’s practically required just to keep pace with shifting consumer attitudes and public policy changes.
Naturally, when you’re working so hard to deliver innovative technologies and unique customer experiences to serve them up, you want to talk about it. Surely, if people just knew what your company offered it would logically sway them to choose your brand, right? Well, not exactly. At least not in the way you might think. Like delivering any effective punch line, it’s all about timing. You can’t just blurt out the punch line before telling the joke, because, well, that just wouldn’t be funny. If funny is what you want, you have to take the time to bring your audience along before hitting them with the big conclusion.
Your advertising works much the same. Before delivering dazzling facts, figures and attributes you’re just aching to announce, you have to help people understand why you do what you do in the first place. You have to give them a reason to receive and believe your story. Social science has proven repeatedly that this starts with building emotional rapport first, before diving into the logical selling points. If you want customers to consider a new possibility that doesn’t exist for them now, one that your brand can make a reality, it requires building a little trust. It’s what we Pilgrims call “Heart before Head” and it’s our internal daily mantra.
There is solid science backing this premise. According to Columbia Business School Professor and author of “The Art of Choosing”, Sheena Iyengar talks about the cultural, social, and biological forces that make up the process of decision-making. One of her top four recommendations for aiding choice, one she terms “concretizing”, is to facilitate a vivid and emotional way for customers to feel their way through their options.
Psychologist and Harvard Professor, Shawn Achor, speaks about how cultivating the right emotional state actually enables our brains to first believe in, and then actually achieve, new realities that had previously not been perceived as possible.
And, widely published leadership expert, Simon Sinek, speaks extensively in his popular TED Talk about beginning any sales appeal with your heartfelt reasons for why you sell what you sell rather than logical descriptions. He illustrates that people want to do business with others that share their beliefs and that is established on a sensory not intellectual level.
If you’d like to learn more about how our heart before head perspective could work for your health and wellness marketing efforts, give us a call. We’d be delighted to help.