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Emotional Marketing Workshop Series

In this innovative two-part series participants will receive a broad introduction to understanding the emotional and visual design elements that establish value and motivate buyers to pursue a marketing opportunity. Participants can enroll for the two-seminar series or individual seminars. (See each respective seminar description for topic and fee details).

Classes include:

  1. WHY PEOPLE BUY: THE EMOTIONAL TRIGGERS OF MARKETING
  2. PERSUASIVE DESIGNING: CRAFTING HIGHLY-EFFECTIVE ADVERTISING
Class descriptions below:

WHY PEOPLE BUY THE EMOTIONAL TRIGGERS OF MARKETING

Crafting knockout marketing collateral isn't just about listing features and benefits; it's about learning to push the emotional buttons that motivate buyers to act. In this one-of-a-kind seminar we'll reveal the 16 secret emotional motivators that marketers use to persuade each generation to buy everything from cars to coffee to carpet cleaning. Fascinating examples and anecdotes from both from classic and modern advertising campaigns will change the way you look at advertising and instantly help you amplify and clarify your own marketing message.

Topics Include:

  • What does it really mean to offer value?
  • Understanding the intrinsic emotional meaning of marketing
  • Why marketing is non-sense; Why classic marketing strategies often fail and why our core emotions drive the buying behavior of even the most rational person
  • The vocabulary of emotional triggers - what they are, how you can apply them to craft the optimum marketing message, and why learning to read your target instantly puts you leagues above the competition
  • Why features and benefits can sabotage an advertisement
  • Why all emotions are not created equal
  • Which words attract/repel a prospect to/from your product/service?
  • Making sure what you say is what they really hear
  • Why video websites can make the difference
  • Classic and present day examples from the annuals of marketing. After all, "with a name like Smuckers it has to be good"
  • The secret to selling more Girl Scout Cookies than anyone

Dates:

  • October 3, 2007, 6:30-9:00 p.m., $45 ($35 if payment received by Sept. 26)
  • November 28, 2007, 6:30-9:00 p.m., $45 ($35 if payment received by Nov. 21)

 

PERSUASIVE DESIGNING-CRAFTING HIGHLY-EFFECTIVE ADVERTISING

In this seminar we'll introduce and explore many of the invaluable "classic" design, copywriting, and psychological techniques that modern marketing pros use to craft highly-persuasive advertising. This is an ideal seminar for both designers and non-designers who want to learn why some advertisements and marketing collateral work better than others and how to begin crafting an advertising campaign that will launch sales into the stratosphere.

Topics Include:

  • Why features and benefits can sabotage an advertisement
  • How to properly choose and compose imagery
  • Mastering Ad Copy - adverbs vs. adjectives, active vs. passive, chunking text, and crafting the perfect headline
  • Finding and choosing the right words to craft the "can't miss" pitch
  • Framing, managing expectations, and the role of composition
  • The magic of the baby-face
  • The true role, and four types, of headlines
  • The melody and rhythm of body copy
  • Text layout tricks and techniques
  • Understanding when color matters
  • How to test an advertisement in a single second
  • Three steps to superior advertisements
  • Recall versus recognition
  • Print versus web considerations
  • Getting maximum value from focus groups

Dates:

  • October 10, 2007, 6:30-9:00 p.m., $45 ($35 if payment received by Oct. 3)
  • December 5, 2007, 6:30-9:00 p.m., $45 ($35 if payment received by Nov. 28)

 

Payment:

Cost if taken as a three part series:

  • Early Registration $60
  • After registration $70

Cost for Individual Classes:

  • Early Registration $35
  • After registration $45

Register Today! Space is limited. Call 215.204.3856 or email sbtrain@temple.edu. *Included in your registration fee is a one-year subscription (12 issues) to Inc. Magazine, valued at $10.

To view all upcoming events please go to the Events Calendar.

All classes are held at:

The Temple University SBDC
1510 Cecil B. Moore Avenue, Suite 201
Philadelphia, PA 19121

TIME:  6:30 P.M. to 9:00 P.M.

Other workshop series offered at Temple University Small Business Development Center :

Co-Sponsors:

       dvcc                     

The Temple SBDC is a partnership program of the Temple Fox School of Business and Management and the Commonwealth of Pennsylvania.  The Temple SBDC is partially funded under Cooperative Agreement No. 4-603001-Z-0040-24 by the U.S. Small Business Administration. The support given by the U.S. Small Business Administration through such funding does not constitute an express or implied endorsement of any of the cosponsor(s)' or participants' opinions, findings, conclusions, recommendations, products, or services. All SBDC programs are non-discriminatory and open to the public.  Reasonable arrangements for persons with disabilities will be made, if requested, at least two weeks in advance.  Contact the Temple SBDC at 1510 Cecil B. Moore Avenue Philadelphia, PA 19121, 215.204.7282.

Call 215.204.7282 or Sign Up to Receive Information on Training.

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