When Your Audience Feels Understood

What are some of the first things that come to your mind when you think about the lottery? Do you feel cheated, or taken advantage of? Do you feel like the whole system is rigged and set up to take your money, but never really pay you back? More often than not, I feel like the people who bought those crumpled up lottery tickets that I always seem to find in the gas station parking lot probably feel that way. This is the battle that many ad agencies are going up against when it comes to marketing the many lottery organizations around the world. How can you reach out to the general population and convince them that investing their money into their local lottery is worthwhile? For many years, the ads we were exposed to for the lottery would be largely humor based. Over the last few years though, things have changed. We’ve started to see content that strives more toward relating to its audience than anything else. The most recent example of this is the commercial released by the United Kingdom’s, “The National Lottery”, this week. In this compelling two minute short, the viewer joins a Scottish fisherman as he tries to provide for his family back home. Unbeknownst to the fisherman, his wife wins The National Lottery and is able to purchase their own home. For some odd reason, even though we’re watching an ad for the lottery,

We feel the deep emotions that the couple feels.

We begin to think to ourselves, “maybe the lottery is pretty decent after all.” Regardless of personal belief toward gambling and the lottery, this is the power of marketing, advertising, and film. As we reach out to our own clients, we often try to explain the idea of relationships to them. Sure, your company may only sell furniture, but if together we can convince your audience that you understand them and are one of them through the various forms of advertising we put out, you become so much more than a furniture store. You become their friend, their neighbor, who also just happens to sell furniture. Who doesn’t want to buy their new dining room table from someone who they feel understands them, and considers them their friend? It isn’t always the slickest words and the most visually alluring pieces that get you the clients you want.

It’s when people feel understood and cared for that they willing seek you out to become your clients.

Here at 7th Row, one of our highest concerns is that we know you and understand you, and through understanding you, tell your story in such a way that allows your audience the same privilege of getting to know you the way we have.

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