Emotion is a critical driver of decision-making and behavior.
And that’s certainly true in Senior Living.
Senior Living Marketing focused on features and amenities fail to make the critical emotional connection with the decision maker. While those details are important, leading with empathy and emotion is key to breakthrough marketing.
Understanding your customers’ desires, frustrations and motivations at a deeper level allows you to craft narrative and messaging that speaks directly to their needs. That’s why the Buyer’s Brief
is foundational to ALL of your messaging and content.
Emotional connections with the decision maker cause them to feel:
- Understood – They feel like the brand really “gets” them, their needs, desires and pain points. There’s a sense the messaging was crafted specifically for them.
- Validated – The messaging validates the prospect’s existing beliefs, attitudes, or ways of thinking. It reinforces that they are not alone in feeling a certain way.
- Intrigued – Resonant messaging often sparks curiosity to learn more about the brand and offering. The prospect feels drawn in and engaged.
- Compelled to act – Seeing messaging that relates so directly to them motivates action, whether that’s visiting a website, engaging on social media, signing up for a demo or purchasing
- Favorable toward the brand – The brand comes across as relatable, humanized and refreshingly perceptive of the target audience. This builds goodwill.
- Shared values – If the messaging aligns with the prospect’s values, they see the brand as sharing their worldview. This builds a sense of kinship.
- Reassured – The prospect feels reassured they would appreciate and benefit from the brand’s offering based on the resonance of the messaging.
Senior Living Marketing that fails to establish an emotional bond with its audience misses the opportunity to convert a lead and make a sale.
In our crowded media landscape, features and benefits are easily forgotten. Sensitive and relevant messaging delivers dramatic competitive advantage by winning over hearts and minds.
With the information from The Buyer’s Brief, your marketing speaks to buyers at depth that differentiates your communities and brand from the others.
- The smartest Senior Living Marketers lead with empathy and emotion to understand their customers, connect with what they care about, and compel them to take action.