Emotional marketing is how any business can relate and empathize the power of emotions, and it has many benefits. With this strategy, you don’t just create a marketing campaign. Build a strong bond with the audience that will carry you through. You are successful in your marketing. This compelling force of emotion is a human nature that can take advantage and put to good use.
Your audience’s emotions are your ticket to their conversion and their loyalty as well. Connect with emotional marketing, and you’ll have them for the long haul instead of just selling.
Of course, by indulging into the right and compelling emotion with your audience, you’ll likely win that sale as well. When it comes to facts and figures, for most of humanity, it all comes down to the emotional.
Humans as Emotional Decision-Makers
People are emotional creatures. We are affected by our emotions for every small, insignificant moment and every big life-changing decision.
Even in situations where you are hoping for logic, and rational thinking will take the lead, people often remain emotional decision-makers. An excellent example of this can be found in all the research, studies and experiences proving that court judges continue to make their decisions that are serious and change their lives under the influence of their emotions. This just goes to show what is right for all of us in each of our daily lives: Emotions play a role in every people’s decision, whether we are aware of it or not.
Once you know that people make decisions based on our emotions, your job in marketing becomes a lot easier. With that very shift in strategy to emotional marketing, you can see a lot more results than you are looking for.
People make decisions using emotions, so if you’re working in emotion-fueled marketing, you can get potential customers to make the decision that’s to your advantage. The point is, emotional marketing works.
Emotional Marketing Works
Advertisers have long recognized the power of using emotions to drive the sale. Turn on the TV, open a magazine or browse the internet and you’ll see: all the advertisements that give rise to emotion to get their compelling point of view. And these ads work!
The emotion-based ad can convince you with fear of what your life could become without the service being sold. And can indulge you with a tear-jerking story that ends on a moving note with the product for sale, or only making you smile in an attempt to associate the brand with happiness. No matter how the advertisement is deployed, this emotional marketing can be a very effective strategy.
Almost always, advertising that speaks of emotion is the most effective. After all, emotion plays a part in deciding whether you intentionally arouse it or not.
You might as well let potential customers’ emotions run wild with the power of emotional marketing.
Strive for Authentic Emotion
To get started, you’ll need to block an emotion to emphasize in your marketing materials.
You don’t want to force it. Seeing your product probably won’t make anyone burst into tears of joy, so including it in your advertisement won’t come out well. Using emotions in marketing works best when that emotion feels genuine.
There are, of course, other ways to make emotion a central component of your marketing campaign, but you have to be careful with them. Deliver the emotional message across in the way that works best for your brand and, most importantly, your target audience.
If you manage to get strong emotional reactions from those you are targeting with your marketing, you can achieve outstanding success with your marketing.
Emotions drive people to take action, and if you bring out their feelings, you can get them to act like you. But to unlock the right movement from them, you need to hit the right spot and the right emotion with your marketing. There is a particular way to approach this problem as a strategy.
There are many different emotions to choose from, and each can produce a different outcome. Make people happy, and they’ll sing your praises or at least share the brand’s post on social media. However, take advantage of the more negative emotions, though, and you can get people to take action. When we are afraid, angry, or sad, we want to act quickly to deal with these negative emotions. When your customers are scared, angry or sad, they can turn to your brand for a solution.
If you target the right emotion at the right time, you will get the right results for your marketing campaign.
Opinions expressed by US Insider contributors are their own.