All marketing campaigns cannot be categorized as either rational or emotional. That would be a gross oversimplification. Marketing professionals are sometimes criticized for writing straightforward headlines without any rhetorical nuances. However, sometimes facts are so compelling that they don’t need rhetorical twists. While building brands during the pandemic, one thing has to be kept in mind: that facts should inform the full customer journey. Using facts shows a mature approach. It shows that a business is drawing attention to itself by not using clever visuals or complicated strategy, they are just stating a compelling reason to buy.
Facts are often used in charity and public service campaigns. A South African campaign for the Endangered Wildlife Trust focused on the plight of endangered species such as the northern white rhino by printing photos of all the remaining individuals on the planet. These facts were not softened by using an emotive tone of conventional charity advertising.
It is vital to build relationships with customers founded on trust. When a brand makes a promise, it is the responsibility of the service or product to deliver on that promise. COVID-19 has put a new focus on relationships. For new customers, an evolved set of skills are needed. Headlines with facts resort to a logical route and take advantage of the reader’s desire to get something of value. This helps to build loyalty, and a business can differentiate itself by being transparent. Bing, with its ‘let the facts do the talking’ slogan, allows facts to speak for it, and substantiates the claim with original sources.
