Green Marketing and Innovation - Engaging Customers in Green Products and Services

Successful marketing requires getting prospects to choose your product or service

. The fundamental basis of all decision making is emotional. Thus, unless you make an emotional connection with your audience, you will significantly limit the effectiveness of your green marketing or innovation efforts.

Decisions are based on logic, right? Wrong. There is substantial cognitive research indicating decisions are first processed in the emotional center of the brain, then migrate to the rational area after the decision is made. Studying people who have had brain injuries where they feel emotion but have retained full rational/cognitive ability has shown them to be not hyper-rational decision-making machines, but rather functionally incapable of making a decision.

Separate studies, where people are asked to make decisions while they are in an MRI scanner, show that brain activity first occurs in the area where emotions are processed. It does not matter whether it is peas or carrots -or- life or death, the decision begins with an emotional reaction.

We see this in effective advertising. When a national laundry soap brand introduces an improved product, they do not announce how it now contains more effective surfactants and enzymes. The ads talk about getting "whites whiter" and "colors brighter" while showing smiling people in care giving roles. Doing laundry is not about getting clothes clean. It is about the gratitude you feel at being able to take care of yourself and the ones you love.

Get your audience to like you and it is much more probable that they will believe your green marketing claims.

Meanwhile, *how* you communicate with them is important too. Everyone processes information using one of three cognitive styles: auditory/textual, visual/spatial, or kinesthetic. In order for them to feel that you understand them and their needs, you must convey information in their preferred manner. Since preferred cognitive style is not something you would know--and even if you did, is very unlikely to be a useful basis of segmentation--you should employ all three.

To do that mere requires use of native phraseology, meaning a visual person will "see what you mean", an auditory person will "hear what you are saying", and a kinesthetic person will "get a good feeling". Certainly you can employ graphical communication methods with text to engage visual and auditory people, in addition to employing a mix of phrases.

So now they like you, and can more easily absorb your green marketing message.

Lastly, you must structure your communications to address motivation and cognition issues. There are a few dimensions along which people skew and, as with cognitive style, you will have to address differing needs here too.

Some seek opportunities while others avoid risks. Ensure you frame the offer to address both by stating how it can fulfill potential and limit perceived peril.

Some look inside for validation while others look to external expertise. Ensure you reinforce the intuition in obtaining the product or service while offering supporting facts or data as well.

Some are motivated by choice while others are moved by necessity. Ensure you address both perspectives by offering a few options for the first

Now Pay Close Attention --

On the next page you will take a sneak peak at the upcoming secret system release for driving herds of targeted traffic to any site, affiliate or product and dump wads of cash into your bank account using this hidden facebook secret

==> Dumb kids on Facebook make $119,833.57!

So if you want to take a behind the curtain pre-release look at the facebook secret that is about to shake the internet to its core then I strongly recommend you read everything on the next page before it's too late!

Visit this page ==> Dumb kids on Facebook make $119,833.57!

Green Marketing and Innovation - Engaging Customers in Green Products and Services

By: yolando brunow

POST COMMENT

Top Tips For Using Article Marketing For One Way Link Building Article Marketing 101 For Affiliate Program Managers Entrepreneurs For Marketing How Do I Know if a Data Entry site is a Scam? Hotel Marketing Ideas Demand Calendar - Hotel Revenue Management Tool Online Marketing ~ The Top Affiliate Products To Promote What is Marketing? Spread Betting In Addition To Stock Market Trading Hints Article Marketing Strategies - 5 Tips For Article Titles and Submission Success Effective Marketing is Possible When You Avoid These 3 Mistakes How's And Why's Of Article Marketing: Free Article Marketing Help 5 Known Data Entry Scams and How to Avoid Them! Online Marketing Web Page Copy Writing