36 Ways to Make an Emotional Connection with Customers Through Compelling Advertising

Humans are ambitious. We all have goals, some loftier than others, but most of us strive to achieve more in our daily lives. Instrumental values refer to the means or behaviors we see as essential for us to achieve our goals such as honesty, ambition, responsibility, and hard work. Advertising can resonate with customers by aligning key messaging with the values that matter most to a target audience. Some examples include:

1.  Highlighting Product Benefits:  Ads that emphasize how a product or service can help customers achieve their goals (e.g. saving time, increasing efficiency, improving health) appeal to instrumental values.

2.  Demonstrating Brand Integrity:  Brands that showcase honesty and responsibility in their advertising (e.g. transparency about ingredients or sustainable practices) build trust and resonate with customers who value such traits.

3.  Encouraging Personal Growth:  Advertisements that promote self-improvement, learning, or skills development may connect with customers who prioritize ambition and hard work.

Terminal values represent the ultimate goals or end states that individuals strive to achieve, such as happiness, fulfillment, security, and social acceptance. Advertising can effectively resonate with terminal values by:

1.  Creating Aspirational Narratives:  Ads that tell stories of individuals achieving their dreams or finding happiness through a product create a strong emotional appeal and align with customers’ terminal values.

2. Fostering Community and Belonging:  Brands that promote social connections and community involvement resonate with customers who value relationships and social acceptance.

3. Emphasizing Long-Term Impact:  Advertisements that focus on positive long-term outcomes, such as sustainability or health, align with customers’ desires for a secure and fulfilling future.

When advertisements align with customers’ values, instrumental or terminal, the ads create a compelling narrative that motivates customers to engage with a brand. Understanding this interplay can help marketers craft more effective and resonant advertising campaigns.

Here is a list of Instrumental & Terminal Values: