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6 Effective Emotional Triggers to Grab Your Audience

Posted By Karen Cummings, Radiant Marketing, Tuesday, November 22, 2016

When creating your marketing messages, it’s important to appeal to your audience’s emotions. Think about a time you've heard a marketing message that really strikes a chord with your emotions and how it may affect your buying decisions or impression of a brand.

All human beings essentially have the same mental triggers that drive actions. Once you identify the target audience for your marketing messages, consider which emotional triggers you can connect to those messages—to make consumers feel something, and to make them act on those feelings or remember your brand because of them.

Here are 6 effective emotional triggers to tie into your marketing messages to increase your brand awareness and your sales:

Fear—everyone is afraid of something. Take the approach of pointing out a fear that exists, empathize with that fear and then remove the threat with your solution

Guilt—guilt is a powerful emotion that can come in many forms. Marketers can use guilt in their strategies by turning it into a positive outcome. Nonprofit organizations use this tactic frequently: would you rather spend your money on a Starbucks coffee instead of using it to save a starving child? Are you going to just toss that water bottle in the garbage instead of helping the Earth by recycling? If using this emotional appeal, always be sure to tie into a positive solution or opportunity.

Trust—trust is one of the most common and powerful emotions tapped by marketers to sell their services or products. Trust is the foundation of any relationship and key to building brand loyalty. If there isn't any trust, or it’s lost, there isn't a relationship. Make sure that your marketing campaign earns and keeps the trust of your audience.

Value—we all want to feel important. Your potential client/customer should feel important—let them know you genuinely care about them. When prospects feel like you value them, they will more likely use your business

Belonging—human nature gives us the desire to belong to something or feel a part of a group. Make your audience feel as though you are part of the family or part of your team and develop messages that connects you with the beliefs or values of your audience.

Competition—you've heard of ‘keeping up with the Jones’—it’s an old adage for a reason. Humans are affected by a competitive desire to feel equal to or better than their peers. Use a marketing message that elicits feelings of competition to get a response!

Launching a successful marketing campaign isn't easy. Don’t set yourself up for failure. Request a Complimentary Discovery Session with Radiant Marketing today!

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Tags:  digital marketing  small business 

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4 Tips to Finding Your Voice in an Online World

Posted By Karen Cummings, Radiant Marketing, Tuesday, October 25, 2016

It can be a struggle to stay hyper-focused on your brand as you set out to reach your target audience.  In fact, many small business owners say that it’s a lifelong task to truly find your voice as a business owner and creator.  

It can take some time to build an online presence and trust your own voice.Being unique and finding your own voice online means that you can do similar things as others but still speak from a completely different perspective.  

Bringing your business’ individuality is the best way that you can spark your creativity which can allow you to actually reach the people you want to reach and be an influence.  Your voice will become the building blocks for your brand both online and off.  Ultimately, it will become the way your audience will identify with you as a unique presence.  

So how can you go about staying focused on your brand in a world overstimulated online?  

Be consistent.  

No matter what style of content you use that is most effective with your audience, one thing will always remain certain:  you absolutely must be consistent in your voice in order to build and solidify a long-term connection with your audience.

Share your passions.  

Another easy way to find your voice is to look for any opportunity to share your passions.   Whatever your passions are, those are what you are invested in most, and deeply and emotionally connected to.  So when you share anything about them, its most likely to bring out the honest version of you and your business.  When you share that genuine excitement it won’t only help you to define your voice, but it’s a great opportunity for you to connect with your audience on a more personal level.  This is how those connections truly begin.  

Think outside the box and uncover your true potential.  Embrace a powerful and targeted marketing strategy for your brand by scheduling your Discovery Session today!  

Create your mission statement.  

Write a crystal clear and specific mission statement for your business.  Include your target audience and what you are trying to inspire them to do.  Any new idea from blog to social media post should be filtered through that mission statement.   

Show some personality.  

Your brand needs to be more than just a name and logo.  In order to reach maximum relatability, your brand needs to develop its own personality—and show it!  Imagine your brand as an actual person.  What are its dreams, sense of style, tone of voice?  Establishing these traits will help you characterize your brand personality and help to develop your brand’s image to your audience.   One great example of a brand exceptionally expressing their personality is Old Spice.  Check out their Facebook page to get a sense of some good brand personality.

Don’t get discouraged if you start to lose vision.  There are many different ways to arrive at your own voice, but hopefully these 4 tips will help you focus in on what may come to define your voice.  

Need some extra inspiration?  These 43 creators share from their personal experiences on how to find your voice online.

It’s time to dominate Facebook with this Ultimate Guide to Facebook Success!  Download yours today to create a Facebook presence that gets results. 

Tags:  digital marketing  marketing  small business 

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Business Copyright Rules for Social Media Marketing

Posted By Karen Cummings, Radiant Marketing, Tuesday, October 11, 2016

If you’re using Twitter, Facebook, Instagram and other social media marketing tools to promote your small business, you may already be well aware of some rules.  But did you know that there are business copyright rules that you must follow to stay out of expensive legal trouble? Don’t fret.  We’ve compiled some common tips to help you follow the most basic business copyright rules when promoting your business and engaging with your audience through social media marketing.  

Ready for business copyright 101?  We break it down so you don’t find yourself breaking the law.  

According to Inside Counselcopyright law applies to original works of art in all forms of media, including photos, music, articles, videos, and certain website content. The law offers automatic protection to works fixed in a tangible medium. Additionally, copyrights can be transferred, licensed, and inherited, and rights can live on after an author’s death. Copyright law gives the owner certain exclusive rights in the work, such as the right to display the work (including posting the work on social media), to make copies of the work (including re-posting), and to prepare different versions of the work. One must have permission to use a work—it is not enough to credit the author. Also, always, always remember that just because a work is publicly available does not mean it is in the public domain.

Your Business Copyright Checklist

  • Always check image ownership and obtain permission before using imagery on your site, products or communications
  • ask third-party designers for copies of licenses for any images you purchase on their behalf
  • keep copies of permissions and licenses from image owners on file
  • make sure you own it or have permission to use it before you publish it
  • always inquire about the origin of music, photos, videos and artwork
  • If the company obtained permission to use a work on a social media account, ensure all planned uses (especially any off-platform uses) were disclosed to the rights holder.
  • When using a web template that includes imagery, ensure that you have assurance from the template seller that they have a license to resell this content.
  • Source and license royalty free stock imagery and video from sites like Getty Images to ensure you’re using content with all the requisite permissions in place.

It’s important to understand business copyright law so you can avoid some pretty unpleasant surprises. If  you're looking to kickstart your social media marketing efforts with more tips like these, it's time to dominate Facebook with our Ultimate Guide to Facebook Success!

Download yours today to create a Facebook presence that gets results

Tags:  copyright  small business  Social media marketing 

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Introducing Instagram Stories

Posted By Gabriel Salcido, Arizona Small Business Association, Thursday, August 11, 2016

Introducing Instagram Stories from Instagram on Vimeo.


On August 3rd Instagram introduced a new feature called Stories that lets you share all the moments of your day, not just the ones you want to keep on your profile. As you share multiple photos and videos, they appear together in a slideshow format: your story.

With Instagram Stories, you don’t have to worry about overposting. Instead, you can share as much as you want throughout the day — with as much creativity as you want. You can bring your story to life in new ways with text and drawing tools. The photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed.

You’ll see stories from people you follow in a bar at the top of your feed — from your best friends to your favorite popular accounts. When there’s something new to see, their profile photo will have a colorful ring around it.

To view someone’s story, just tap on their profile photo. It’s easy to view stories at your own pace: tap to go back and forward or swipe to jump to another person’s story. If you want to comment on something you see, you can tap and send a private message to that person on Instagram Direct. Unlike regular posts, there are no likes or public comments.

Your story follows the privacy settings of your account. If you set your account to private, your story is visible only to your followers. However, you can also easily hide your entire story from anyone you don’t want to see it, even if they follow you. When watching your own story, swipe up to check out who’s seen each photo and video. You can even choose to feature a particular part of your story by posting it on your profile.

Instagram has always been a place to share the moments you want to remember. Now you can share your highlights and everything in between, too.

Instagram Stories will be rolling out globally over the next few weeks on iOS and Android. To learn more, check out the Help Center.

Tags:  facebook  instagram  marketing  photo  small business 

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Coming soon to Twitter: Express Even More in 140 Characters

Posted By Gabriel Salcido, Arizona Small Business Association, Tuesday, May 24, 2016



Over the past decade, the Tweet has evolved from a simple 140-character text message to a rich canvas for creative expression featuring photos, videos, hashtags, Vines, and more. In just the past few months we added the ability to poll your community, react quickly and cleverly with GIFs, and share and enjoy Periscope broadcasts in Tweets.

So, you can already do a lot in a Tweet, but we want you to be able to do even more. In the coming months we’ll make changes to simplify Tweets including what counts toward your 140 characters, so for instance, @names in replies and media attachments (like photos, GIFs, videos, and polls) will no longer “use up” valuable characters. Here’s what will change:

  • Replies: When replying to a Tweet, @names will no longer count toward the 140-character count. This will make having conversations on Twitter easier and more straightforward, no more penny-pinching your words to ensure they reach the whole group.

  • Media attachments: When you add attachments like photos, GIFs, videos, polls, or Quote Tweets, that media will no longer count as characters within your Tweet. More room for words!

  • Retweet and Quote Tweet yourself: We’ll be enabling the Retweet button on your own Tweets, so you can easily Retweet or Quote Tweet yourself when you want to share a new reflection or feel like a really good one went unnoticed.

  • Goodbye, .@: These changes will help simplify the rules around Tweets that start with a username. New Tweets that begin with a username will reach all your followers. (That means you’ll no longer have to use the ”.@” convention, which people currently use to broadcast Tweets broadly.) If you want a reply to be seen by all your followers, you will be able to Retweet it to signal that you intend for it to be viewed more broadly.

These updates will be available over the coming months. Today, we’re notifying you and our developers, so that everything works as it should when we roll these changes out. The updates have a significant impact on Tweets, so we want to provide our developer partners with time to make any needed updates to the hundreds of thousands of products built using Twitter’s API.

In addition to the changes outlined above, we have plans to help you get even more from your Tweets. We’re exploring ways to make existing uses easier and enable new ones, all without compromising the unique brevity and speed that make Twitter the best place for live commentary, connections, and conversations.

Tags:  marketing  small business  social media  twitter 

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