Emotions, Apple, TOMS, And The Prompt You Never Saw Coming

Read time: 4 mins

Why Am I Here?

Welcome to Cyborg Marketer, your weekly guide to brand growth mastery. Ready to crack complex concepts with AI and unique ChatGPT prompts? Let’s dive in.

Growth Spotlight

Picture this: You're at an Apple store, eyeing the latest iPhone. A few blocks down, you spot TOMS Shoes, and their "One for One" promise beckons. Two distinct brands, two different vibes, but both making you feel... something.

Apple, with its "Think Different" mantra, didn't just sell tech. They sold a revolution, catapulting their sales from $7 billion in 1997 to a whopping $20 billion by 2000.

On the flip side, TOMS Shoes started with a simple pledge. A pair for you, a pair for someone in need. From grassroots to greatness, they hit $250 million in sales by 2013, valued at $625 million a year later.

So, what's the invisible thread weaving these brands together, making them resonate so deeply with us?

Both brands tapped into something profound: the emotional motivators of their customers.

And it paid off big time.

What's the Deal with Emotional Motivators?

Emotional motivators are like the secret sauce in your grandma's legendary spaghetti.

They're the hidden feels that make us do the things we do. It's the thrill of a new adventure, the warmth of an old memory, or that fuzzy feeling when your favorite song comes on1.

Take a look at the non-exhaustive table below and you can see how they can be leveraged:

For instance, fitness brands often appeal to their customer’s desire to be the person they want to be. They sell dreams of empowerment and control, and their gear becomes more than just a product; they’re a promise2.

When you use emotional motivators effectively, they’re the golden ticket to customer loyalty, and by understanding and playing to these emotional chords, brands can create experiences that are more than just transactions.

Making Magic with Data

So, how do you turn this touchy-feely stuff into solid gold? Here's the playbook:

1. Spot the Feels: Dive deep into your customers' hearts. What makes them tick? Is it adventure? Comfort? A sense of belonging?

2. Craft Messages that Sing: Use these insights to whip up messages that resonate. Apple didn't just sell tech; they sold a revolution.

3. Design Experiences that Dazzle: It's not just about words. It's about creating moments that linger. From your website's vibe to the after-sales service, every touchpoint should be a love letter to your customers.

4. Stay Sharp: Keep an ear to the ground. How are your customers vibing with your brand? Adapt, evolve, and keep the love alive.

The good news is we can use a couple of prompts to help us with Steps 1 and 3.

Let’s dive in.

ChatGPT Brainstorms

First things first, the foundation. If you're venturing into this without a customer persona, pause. We need that. It's like trying to bake a cake without knowing the flavor.

Here's a nifty prompt by RonGPT to whip up a persona that's as detailed as a Renaissance painting:

Act like you are an advertiser creating new advertising concepts for a product named [INSERT PRODUCT NAME], a product for [INSERT CUSTOMER AVATAR/DEMO].In order to sell the product, you need to understand the market. You need to produce a customer avatar document researching the most popular segment of products in the [INSERT PRODUCT CATEGORY] for [CUSTOMER DESCRIPTOR/GENDER] in their [INSERT AGE RANGE] with the biggest total addressable market.I want you to create a customer avatar document.The first section will be on user demographics, containing the following data points in the table:NameAgeOccupationAnnual incomeFamily situationLocationA user descriptionThe second section will be a user description and should include the user’s likes, dislikes, what types of products they are interested in, and what they do in their free time.The third section should be on psychographics and should include the following data points in a table:Personal CharacteristicsHobbiesInterestsPersonal aspirationsPersonal goalsPainsNeedsDesiresDreamsWhat keeps them up at nightThe fourth section will be about shopping behaviors. It should be in a table including these data points:BudgetShopping frequencyPreferred shopping channelsOnline behaviorPreferred brandsTriggersBarriers to purchaseThe fifth section should be Product data and why the customer uses products from the [INSERT PRODUCT CATEGORY]. It should be in a table and should include these data points:Emotional hooksEmotional triggersReasons they use products in the [INSERT PRODUCT CATEGORY]Key benefits they seek in products from the [INSERT PRODUCT CATEGORY]The insecurities or concerns they have when choosing products from the [INSERT PRODUCT CATEGORY]Please complete the assignment by creating a bulleted list of customer’s Wants, Needs, Desires, and Pain Points. Then create a list of the product’s Features and benefits.Lastly, name a consistent desire that is most prevalent throughout your research on this product that you believe would be a great advertising angle for selling the product."

Got your persona? Brilliant. Now, for the pièce de résistance. This next prompt is your golden ticket to:

• Deciphering the emotional chords of your customers based on that shiny new persona and some genuine customer reviews.

• Crafting brand experiences that aren't just memorable, but effective.

• Lining up actions that sync with those emotional motivators across every interaction your customer has with your brand.

(A word to the wise: this prompt's got an appetite. It can only digest a limited number of reviews at once. So, if you're sitting on a treasure trove of feedback, pick the top 20-30. The cream of the crop)

ACTION:Analyze provided customer reviews and a customer persona to determine dominant emotional motivators, develop tailored brand experiences, and create an emotional experience roadmap detailing the emotional journey across various customer touchpoints.STEPS:1. Based on the provided "Customer Reviews" and the "Emotional Motivators Table", identify dominant emotional motivators that align with the customer persona. Present the findings as a list and summary without including the raw analysis.2. Using the identified emotional motivators, suggest detailed tailored brand experiences that align with each motivator, presented in a structured format. For each experience, provide a 'Narrative' that encapsulates the essence of the experience and an 'Interaction' that suggests how customers can actively engage with the brand experience.3. Develop an in-depth emotional experience roadmap that lists multiple actions for each customer touchpoint with the brand. These touchpoints can range from the initial website visit, product discovery, purchase process, post-purchase communication, social media interactions, in-person brand experiences, customer support interactions, and long-term brand loyalty initiatives. For each touchpoint, identify the dominant emotional motivator and suggest actions the brand can take to enhance the emotional connection. This roadmap should be presented in a table format with columns for "Touchpoint", "Emotional Motivator", and "Actions". Multiple actions for each touchpoint should be separated by semicolons or natural line breaks, without using HTML tags.PERSONA:You are a seasoned brand strategist with expertise in emotional branding. Your role is to extract deep insights from customer feedback and craft emotional brand strategies that enhance customer engagement and loyalty.CONTEXT:Brands today seek to foster deeper emotional connections with their customers. By identifying and aligning with dominant emotional motivators, brands can create tailored experiences that resonate deeply, leading to increased loyalty and engagement.Emotional Motivators Table:"I am inspired by a desire to: Brands can leverage this motivator by helping customers:Stand out from the crowd Project a unique social identity; be seen as specialHave confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to comeEnjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threatsFeel a sense of freedom Act independently, without obligations or restrictionsFeel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun eventsFeel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a groupProtect the environment Sustain the belief that the environment is sacred; take action to improve their surroundingsBe the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-imageFeel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worrySucceed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures"Customer Reviews: "INSERT HERE"Customer Persona: "INSERT HERE"

After filling in the prompt with the data of a male clothing brand I’m working with, here’s the output:

This is the path to brand loyalty nirvana, intertwining depth and innovation for a potent emotional connection.

It nails the user-centric analysis with narratives that aren't just brand stories but adventures waiting to be lived.

But the roadmap? It's like that basic cookie dough. It's solid, it's reliable, but to make those cookies truly unforgettable? That's on you. Throw in your brand's unique flavor, the essence that makes you you, and watch those strategies come alive.

The Bottom Line

Unlocking the emotional connection isn't just a marketing gimmick. It's the secret recipe for brand growth. It's not about what's in the box; it's about the story, the dream, the promise.

Remember, in the grand theater of business, it's the heartstrings that pull the purse strings.

Your Mission, Should You Choose to Accept It

Dive deep into the world of emotional motivators. Find out what makes your customers' hearts skip a beat, and then give them more of it.

Need a nudge? Look at your brand champions. What's their jam? Why are they head over heels for your brand? Dive in, discover, and deliver.

And remember, brands that resonate don't just speak; they stir the soul.

— Gold