Using the LAB Modal language in the marketing message
How to understand and motivate the client by using the LAB Modal language in the marketing message
The marketing message is very important. In essence, it is the literal translation of the marketing strategy, and it has the power to lift or topple the campaign and even the product.
Bezeq chose the right marketing message against the competition in the Israeli communications market, "the best at home", and at the same time, processed its product portfolio with home-based products - wireless, smart home, cloud services, and more. Not for nothing, Bezeq is focused on bringing products and solutions to the market that reinforce this message. The last of them was collaborating with the "Evrit" application and Bezeq's cloud services, and the television commercial for cooperation took place where access to the network was limited.
The marketing message realizes the marketing strategy of the product and calls the consumer the final action. This is not an easy task. We see it in retail chains. Complete psychological theories are applied in the way that the products in the store are arranged. This is a very challenging task. Even when you put up a social media ad and Google - you should consider the algorithms of the network / Google. But no less so what message will lead to action.
We know today that consumer behavior is not dichotomous anymore, so the marketing message should be smart. The real challenge is knowing which words are igniting neural networks and influencing the end-user to get them to work. The days when the ad was characterized were an operation, a socio-demographic background, geography, and more. We need to identify the potential customer's trigger. Ie, neurological segmentation. These filters the consumer uses in his interaction process with us. How he perceives and creates the stimulus/ad that we leave to him. This is a challenging task!
The LAB model was developed by Roger Bailey and Leslie Bendler in the early 1980s, analyzing how a person responds to a given situation, not a psychological personality analysis, but a photograph of how we interact with the world in different environments and contexts. Meta-programs can be used to identify what will ignite and maintain a person's motivation and how he processes the information.
In other words, the psychology behind the message and how it can be adapted so that it will drive action. The moment we identify the pattern of the consumer, it is easy for us to "sew" the message that we use the marketing channels in a way that will have a maximum impact on it.
In this article, I will share here 2 out of the 14 meta-programs of the LAB model.
The TOWARD consumer
Targeted, they think in terms of achievement. They are motivated to advance, obtain, receive, and so on. Focusing is what energizes them. This consumer wants to know about the usefulness of the product, the operation, etc. The marketing message for a consumer needs to talk about what he earns, achieves, and receives. Language of inclusion (absence effect).
This targeted customer will respond to the following messages: 1 + 1, "Basic Consumer Product", "Best Affordable Cellular Offer"
And so forth.
The AWAY consumer
Their motivation is ignited when there is a problem that requires a solution or when there is something to avoid. Threats charge them with energy. They focus on what can go wrong. A consumer wants to know how the product will prevent waste and future problems. The marketing message for this consumer should recall situations that should be avoided or things to be discarded.
This avoidant consumer will respond to the following messages: "Traveling in a quiet head," "A television experience you did not know," "You have nothing to look for elsewhere"
The characterization of the customer's triggers can create some work, create several kinds of ads for the same operation - but the leads will be of high quality. The next question is how to characterize the customer and create an accurate marketing message that drives action. I will continue to elaborate below.
The marketing message is very important. In essence, it is the literal translation of the marketing strategy, and it has the power to lift or topple the campaign and even the product.
Bezeq chose the right marketing message against the competition in the Israeli communications market, "the best at home", and at the same time, processed its product portfolio with home-based products - wireless, smart home, cloud services, and more. Not for nothing, Bezeq is focused on bringing products and solutions to the market that reinforce this message. The last of them was collaborating with the "Evrit" application and Bezeq's cloud services, and the television commercial for cooperation took place where access to the network was limited.
The marketing message realizes the marketing strategy of the product and calls the consumer the final action. This is not an easy task. We see it in retail chains. Complete psychological theories are applied in the way that the products in the store are arranged. This is a very challenging task. Even when you put up a social media ad and Google - you should consider the algorithms of the network / Google. But no less so what message will lead to action.
We know today that consumer behavior is not dichotomous anymore, so the marketing message should be smart. The real challenge is knowing which words are igniting neural networks and influencing the end-user to get them to work. The days when the ad was characterized were an operation, a socio-demographic background, geography, and more. We need to identify the potential customer's trigger. Ie, neurological segmentation. These filters the consumer uses in his interaction process with us. How he perceives and creates the stimulus/ad that we leave to him. This is a challenging task!
The LAB model was developed by Roger Bailey and Leslie Bendler in the early 1980s, analyzing how a person responds to a given situation, not a psychological personality analysis, but a photograph of how we interact with the world in different environments and contexts. Meta-programs can be used to identify what will ignite and maintain a person's motivation and how he processes the information.
In other words, the psychology behind the message and how it can be adapted so that it will drive action. The moment we identify the pattern of the consumer, it is easy for us to "sew" the message that we use the marketing channels in a way that will have a maximum impact on it.
In this article, I will share here 2 out of the 14 meta-programs of the LAB model.
The TOWARD consumer
Targeted, they think in terms of achievement. They are motivated to advance, obtain, receive, and so on. Focusing is what energizes them. This consumer wants to know about the usefulness of the product, the operation, etc. The marketing message for a consumer needs to talk about what he earns, achieves, and receives. Language of inclusion (absence effect).
This targeted customer will respond to the following messages: 1 + 1, "Basic Consumer Product", "Best Affordable Cellular Offer"
And so forth.
The AWAY consumer
Their motivation is ignited when there is a problem that requires a solution or when there is something to avoid. Threats charge them with energy. They focus on what can go wrong. A consumer wants to know how the product will prevent waste and future problems. The marketing message for this consumer should recall situations that should be avoided or things to be discarded.
This avoidant consumer will respond to the following messages: "Traveling in a quiet head," "A television experience you did not know," "You have nothing to look for elsewhere"
The characterization of the customer's triggers can create some work, create several kinds of ads for the same operation - but the leads will be of high quality. The next question is how to characterize the customer and create an accurate marketing message that drives action. I will continue to elaborate below.
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