According to a research study, “Reconsidering Recall and Emotion in Advertising,” published by Gallup-Robinson in the Journal of Advertising (March 2006),* neurologists believe that the attentioning process is largely out of the conscious control of an individual. Emotion rather than cognitive/rational response guides what people pay attention to.
While we’re on the subject of purpose, when was the last time you communicated the “why” of your business — either internally to your employees or externally to your customers?
Just because you sell a service, doesn’t mean you should sell yourself short on an emotional level. It just involves understanding and following a simple rule: Service businesses need to communicate tangibles.
It’s time-tested advice that’s simple in premise but not always practiced. Actually, it’s difficult to count the number of times a company or product we’re working with wants to be positioned as something they’re not—usually it’s the opposite.
