Go for the Heart

Make the Sale

November 7, 2016

As Clint Eastwood said in The Good, the Bad and the Ugly, “Always aim for the heart.”

That statement is dead on when it comes to compelling and effective advertising. If you are attempting to sell a product or service, emotion is a very powerful motivator. Every time you purchase something that is not an “essential”, your emotions are in control. Mercedes goes for your heart rather than your head in most of its commercials. It engages the viewer with a compelling story line and usually touches that nerve that make you feel just a little superior than anyone else.



This spot would not be nearly effective if it told you how the radar-based collision avoidance system worked. If I really wanted to know that I would have gotten my degree in engineering. This spot may make you feel smart. After all, you just beat the devil at his own game. It also plays to those who are just  a tiny bit arrogant. Listen to the tone the driver uses when HE says, “Sorry.”


Anheuser Busch is another company that drives it brand by exploiting emotion. While this spot may not make you run out and buy a six pack of Budweiser, it communications that anyone can be a winner. It also keeps the brand top of mind.


Finally, if you can touch someone’s core emotional values, you generate repeat business

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