Whether it's widgets, lawnmowing, or legal services, small business owners need to inspire clients to buy their products and services. You know by now that simply having a great product isn't enough -- you need to market it strategically, and when you have your audience's attention, you still need to close the deal and prove why you're better than cheaper alternatives.
The above article gives an example of how you can shift the focus of your marketing from the rational (why your product is great, how it's the best choice to address X problem, etc) to the emotional.
A great example of this is a family law attorney in the New Haven area, Marissa "Lady Divorce" Bigelli. http://divorce.ladylegalgroup.com/ Now, everyone who is going through a divorce or custody battle is already emotional. What I think this website does very well is frames Atty. Bigelli's practice as a ally and a calm, seasoned expert. The white space and soft colors make it easy to read and clear. The slogan on the top is designed to make you feel better. Not everyone who is hiring a divorce attorney wants calm and assertive; some people want a barracuda attorney who will scream and pound on the table in depositions. But Attorney Bigelli wants clients who want her style of handling family disputes -- do you see how she made herself attractive specifically to the people she wants to work with? This is an emotional sell. I could certainly imagine a different attorney going in the opposite direction with bold colors and lots of exclamation points to make it clear to potential clients that they are the scream-and-pound type.
In contrast, the example in the article of a self-produced video borrowing (with appropriate licenses, I'm SURE, right, Geoffrey?) movie quotes and fading into company information holds back on the service provided until the end. This might make sense for a captive audience like a trade show or directed traffic via an email link or ad space on a specific website, but it's risky for a television spot or broad-based ad. How often do you recall thinking a tv spot was engaging or memorably bizarre, only to realize the sellers never actually told you what product they were promoting?
It's a narrow path to walk between the rational and the emotional, for sure, but it will definitely close more deals for you because you will reach