“Seven Methods To Ensure Marketing With Affect”

AFFECT:
have an effect on; make a difference to
http://www.idea-sandbox.com/blog_images/affect-20100223-145258.jpg

Versus

AFFECTIVE:
relating to moods, feelings, and attitudes
http://www.idea-sandbox.com/blog_images/affective-20100223-195647.jpg

Thank you again for your contributions and your wisdom.

(Would you rather buy coverage from an insurance company or an assurance company?)

I really did look up the definition of ‘affect’ – here’s my screen shot.

http://www.idea-sandbox.com/blog_images/affect-20100223-145258.jpg

In my dictionary the psychology “affect” the noun is listed as the third use of the word.

Semantics aside, I’m glad you stopped by and took the time to leave your reaction.

Sort of a sidebar – but quite related… My buddy, John Moore (from BrandAutopsy.com) bills himself as a marketing medic. I’ve always thought of that as a brilliant approach to marketing consulting.

John can use the real-life doctor model of using preventative medicine and periodic check-ups to detect marketing and business problems before they become larger problems.

As always, Elaine – thank you for the discussion!

But you actually fell prey to one of your own “nots” – you played a trick on me. When I saw your title – “Affective Marketing” – I didn’t think it was a typo, I thought it was going to be about using emotion or facial expression in marketing. That’s why I clicked here.

>>

Affective vs. Effective

You might have thought the headline for this article contained a typo. “Affective” instead of “Effective.” The definition of “effect” says – change that is a result or consequence of an action. That’s fine. But, the definition for “affect” states – have an effect on; make a difference to. That’s what we should strive for – not just a consequence, rather… to make a difference.

>>

If you had looked up the definition of the word “affective” you would have found that it applies rather exclusively to the psychological definition of the word “affect” – that is, having to do with or expressing feelings.

Despite the distinction you aimed to draw, affecting something is, in fact, just exactly the same thing as having an effect on it. Sorry.

Still, I will keep your prescription for good marketing tactics in mind. Thanks!

“Before the first big snow, I wonder how many homes had snow shovels. I wonder how many cars had snow shovels in their trunks.” Isn’t this human nature to wait to make a preventative purchase until it is absolutely necessary? People buy flood insurance after a flood destroys their basements. Or they’ll buy an emergency first aid kit after they’ve had a fender-bender in a remote area.

For these types of products or services, marketers can tell the stories that people can relate to – the ones that show what happened to others when they weren’t prepared, then underscore the need to be more strategic than sorry. It’s not easy to fight procrastination when the need isn’t immediately urgent.

I took this course years ago and it transformed my career. When I acquired marketing responsibilities in addition to sales management, the principles/techniques applied to Marketing.

http://www.millerheiman.com/our_products/conceptual_selling

As I’ve grown, I realize that there’s a better alternative: use your actions to supplement the plain ‘ole words.

Action could be inspired from something you said…

“How can I be the shovel for you, ready when you need it?”

The small example you used has the answer, I think. You need to know of someone’s previous pain as well as the solution they felt forced to use at the time.

Now that the 2nd event is upcoming (or imminent as the case may be), you can offer your solution as a superior alternative to whatever they used the first time.

Reading your post was refreshing and allowing me to reply is cathartic. Hope you find your answers for future promotion. Thanks!