All you need is love … and lately, marketing experts agree.
Gone are the days of cold conversations, and in are the days of love, connection, and truly offering a little something for nothing. And to honor this shift, marketers are now looking to create new creative strategies to transform the user experience.
And they’re starting at the heart of the problem with positive marketing and the nurtured heart approach.
What is the Nurtured Heart Approach
The first step to positive marketing is understanding how to connect and create relationships from an authentic place. A unique philosophy for creating those authentic customer relationships comes through the nurtured heart approach.
The Nurtured Heart Approach (NHA) is a relationship-based model that helps people manage emotional and behavioral changes over time. This system helps those individuals accept their own agency over what they give energy to, whether negative emotions, thoughts, relationships, or circumstances. The nurtured approach asks people to invest more in their success, their strengths, and the strength and success of others.
This approach encourages communication and positive reinforcement for yourself and others. Although the NHA isn’t standard for marketing, it can be used to amplify positive relationships between brands and customers.
A few key techniques include:
- Acknowledging positive actions and offering praise or recognition for them – for example, acknowledging and celebrating positive customer experiences or feedback.
- Redirecting negative energy or behaviors into positive ones – for example, acknowledging and constructively addressing customer complaints.
- Actively seeking out positive qualities and amplifying them – for example, highlighting the positive aspects of your brand, products, or services in your marketing collateral.
How Can Brands Use the Nurtured Heart Approach in Marketing?
Although the Nurtured Heart Approach (NHA) is not necessarily a marketing strategy, businesses and brands can use this approach to help them nurture long-term relationships with customers that truly feel mutually beneficial.
By using a combination of personalized communication, targeted content, and ongoing engagement, brands can foster a sense of community that drives long-term success and sustainable growth:
- Positive Messaging: Instead of using negative or fear-based messaging, highlight the benefits of your product or service or your customers’ positive experiences.
- Reinforce Positivity: Show extra appreciation for your customers who engage by leaving positive reviews and creating and sharing user-generated content (UGC).
- Community Building: Build a sense of community that involves your customers, engages on social media, or creates loyalty through a sense of belonging by being honest, transparent, and relatable.
So, What is Positive Marketing?
Positive marketing takes an alternative approach to the traditional problem-based marketing strategies, instead focusing on creating social good and reciprocal social listening.
Positive marketing considers social impacts and social proof before crafting messaging. It emphasizes the positive influence of the brand, product, service, users, and greater community over the message based on fear, problems, and competition. It aims to create a positive emotional connection with customers, foster trust and loyalty, and ultimately lead long term commitment, community, and conversions.
By creating a strong emotional connection with customers, brands can nurture their community, create a strong, lasting, positive reputation that resonates with customers, and build long-term brand loyalty.
Five Ways to Incorporate Positive Marketing into Your Brand Messaging
Taking a heart-centered, human-focused, positive approach to marketing can have a long-lasting impact on your brand’s long-term growth, strategic messaging, and overall brand loyalty. Injecting positivity into your user experience can be quick and easy and can have a significant influence on your brand and community perception.
Here’s how StellaPop is making positive marketing happen:
- Focus on Benefits: Highlight the benefits of your customers and users with experience by using your product or service. Demonstrate how you can impact your customers’ lives and make them feel good.
- Positive Language: Use positive, uplifting language that inspires and motivates your target audience. Avoid negative or fear-based messaging that feeds feelings of inadequacy, stress, or anxiety.
- Share Success: Share real stories from your actual customers to highlight your business’s positive impact on someone’s real, everyday life. Building a reputation on social proof can create a sense of community, trust, and loyalty.
- Social Responsibility: Show how your brand is making an impact on the world, whether that be through sustainable practices, ethical sourcing, or charitable giving. Make sure to choose a cause that feels authentic and aligned with your brand, which will naturally feel authentic and aligned with your customers and community.
- Cause Marketing: Align with a charitable cause that your brand and audience care about and create long-term commitments to donating a portion of profits to this cause. Focusing on a significant cause can help create a positive brand association and show that you are committed to doing the work and improving the community.
Creating long-term connections and commitments to your brand’s positive messaging and social impacts requires a long-term, well-thought-out strategy.
Give us a call to find out more.