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The Lemonade Test: How to Build Excitement Around Your Brand?
Try to remember the last time you happily bought an item, and you were thrilled while waiting for it. You told everybody you know about it and even started imagining using it.
Has there ever been such a situation where you ended up receiving the product and immediately understood you aren’t as excited to use it as you were while ordering it?
That’s right, folks, you have experienced great marketing.
Now, let’s learn how you, too, can create this rare feeling of excitement.
How to Build Excitement Around Your Brand?
Emotional copywriting – make them feel
If we, as marketing professionals, want to take a given product and make people eager to buy and have it, we must make our audience do the one thing that is much more than effective thinking.
We must make our audience feel something.
An emotional trigger makes your audience care more and lets you plan and act according to your strategy.
As emotions dominate and impact our buying decisions, we must take that advantage and use emotional copywriting as a significant part of our marketing toolbox.
We buy experiences, not products
The Lemonade Test
Imagine you’re walking down the street, and you see a lemonade shop.
How excited are you about the lemonade?
I guess your answer will be based on your thirst, the heat, and whether you like lemonade. Not much of that can be affected by a particular marketing professional.
Let’s try putting the same lemonade glass in another scenario:
You’re walking down the same street, and you see a little juice shop; it’s beautiful. The owner greets you with a smile, and you stop to pet their cute little dog and have a little chat. You’re enjoying this moment, filled with humor and joy.
Are you now more likely to purchase a fresh cup of lemonade to top this little moment?
It’s not the lemonade you’re purchasing but the expansion of feeling something good. As they’re mixed, the combination makes them the same.
Let’s try another situation and learn about another emotion, shall we?
You’re walking down the same street and see a little lemonade stand.
Honestly, it’s a little wonky.
But your eyes aren’t attracted to that; they’re focused on three little kids standing in the stand. While you talk, they tell you they’re saving up for summer camp.
As memories come up of you being a little kid, enjoying the summer with your friends, come to mind – one question arises:
Would you like a cup of lemonade?
You’re still not buying the lemonade, are you?
Yet again, it’s the feeling of connection that you’re purchasing. Helping others or a cause you care about dramatically affects how people spend their money.
Hopefully, you’re not too thirsty; we have much more to learn.
Dig deep to understand your audience’s emotional state
You might see the importance of the users’ emotional state and tell yourself – ok, how do I make this work for me?
Don’t worry – there’s so much we can do to make our products more appealing by affecting how our customers feel.
Getting started requires familiarizing yourself with the way your audience thinks. Answer these questions in your mind:
– What are they eager to receive?
– In what way does your product meet this need?
When selling a product based on its features, you sell lemonade to the thirsty.
If you’re looking to make your product stand out for the masses -even those that aren’t highly thirsty at this exact moment – you must dig deeper to understand your target audience. That is the key to knowing which emotion will be the most effective!
Try to remember the last time you happily bought an item, and you were thrilled while waiting for it. How do marketers create this rare feeling of excitement?
Creating a feeling of joy
To motivate the product’s purchase, advertisers routinely use classical conditioning to get consumers to associate their product with a specific emotion or reaction subconsciously.
As we mentioned, if we make a person feel joy, they might want to purchase a product we’re showing to prolong that feeling.
When will we use this practice?
Think of the reason someone would buy your product. What will it help your audience to accomplish?
Examples of products that create a feeling of joy are vacations, gadgets, or a nice meal.
They all are meant to provide a person with a feeling of joy.
How do we use this practice?
The three main points are ensuring the stimuli are enjoyable, relevant to the product itself, and believable.
How do we combine all three?
Create a continuation of the experience. A vacation is enjoyable because of the memories, the people, the views, the smells, and the tastes. Those are the things you want to focus on.
Creating a feeling of connection
As marketing professionals, we aim to make viewers notice and care about what we’re showing them. But unfortunately, with ads becoming so frequent, users become more and more indifferent to them.
Often, users don’t notice our ads, and when they do – they don’t remember the message. And when they do remember – it’s not easy to make them care and trust it.
When we want to promote a product that needs the users’ attention, consideration, and care, a personal approach could be the key.
What should we do?
We must understand that people trust and care about people, not brands.
By showing a more personal side, we can break the indifference, make them notice, and consider our message.
Think of talking to your customers as having a conversation with a friend. Consider their personality and talk about their needs or desires.
When will we use this practice?
Think of a reason someone would buy your product.
Do they need any help? Is there a problem they need to fix? How much do they care about the product?
Some products don’t need the customer to care – they need the product quickly and without much effort put into the decision-making process.
However, products that require the audience to think makes them also care about the brand they’re buying.
How do we use this practice?
Think about who would the audience want to buy this product from?
How would this persona impact their decision?
Do they need to trust you? Create a connection by showing your credibility and experience.
Do they need to visualize how the product will impact them? Show them the impact, talk about it, and make your ad about the product’s result – not the product itself.
How do we combine all three?
Create a continuous tone that is focused on what the audience needs to see. Step into their shoes and put all the focus on what they care about most.
Final Thoughts
To create effective marketing, we must start by focusing on our audience. Then, we can close the gap between where our audience is now and where it wants to be.
We must remember not to try to make every person on earth a customer, as our products are designed to provide customers with what they need.
Some people have no use for our product and, therefore, are harder to acquire as customers.
Initially, we must identify a target audience with a need we can meet and find the gap (trusting, caring, seeing the impact, being emotionally stimulated, and so on). Then, we have to test different ways to close that gap.
Good luck!
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