How to create Harmonious Bond Ads that will help your readers visualize what you’re talking about
Ask anyone what their primary sales strategy is for selling their products or services and their response might seem shocking to you. Why? They make harmonious bonds with their customers!
Simply put, these are advertisements which represent the hidden benefit to reinforce the need for a desired outcome. The consumer makes an emotional connection, whether it’s your customer service, your product, or other factors of human behavior.
Before you develop this style of ad, you must understand the five basic needs or motivating forces from a consumer’s point of view. The theory is that until a lower ranking need is satisfied there is no desire to pursue a higher ranking need.
Below are the five human motivators, beginning with the basic or lowest ranked need and continuing to the highest.
Physiological needs - Include hunger, thirst, reproduction, shelter, clothing, air, and rest.
Safety-security - The need for security, stability, dependence, protection, structure, order, law, tenure, pension, and insurance.
Love-belonging - The need for belonging, acceptance, love, affection, family, group acceptance, and friendship.
Self-esteem - The need for recognition, respect, achievement, responsibility, prestige, independence, attention, importance, and appreciation.
Self-actualization - The need for satisfaction, the desire to achieve fulfillment through reaching self-set individual goals or aspirations.
If you can become familiar with this theory, then you will understand that motivation is always an individual act. The most your advertising message can hope to do is to present an appeal strong enough to stimulate action toward satisfying one of the basic human needs.
If there is one rule that will be most helpful in preparing effective advertising, it is this: The message must put the desire of the potential customer before the advertiser’s desire. Please read that one more time! The rule may sound like a simple one to follow, but frequently advertising messages take the form of a plea to customers to respond rather than solve the advertiser’s problem.
The buying decision is seldom a purely rational one. Emotions always influence behavior. As you explore various techniques for presenting your advertising message, do not ignore psychological and harmonious appeals.
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