People feel – why emotional marketing works

Marketing

Whether through happiness, sadness, anger or elation, everyone has feelings. That's why emotional marketing can be so powerful when used.

Written By

Jamie Clifton

Posted On

28 Feb 2019

Feelings – it’s in our nature as humans. Whether through happiness, sadness, anger or elation, we all have it in us.

We feel first, think second. Our initial feeling brings emotion to any first impression. What makes a great first impression for you when you come across a person? A brand? A business? Hold that thought.

Marketing emotion influences the overall impression that we hold of a brand or product. If there were two adverts in front of you:

1. Salesy – listing features and benefits
2. Humorous – made you laugh until you cried.

The one you would remember the longest and the one you would be most impressed by is the second, right? You would also most likely share the second with a friend or colleague. That’s because emotional marketing causes ACTION:

Happiness generally means we share – good news travels faster than bad news, as studies show. Smiles are infectious and we tend to mirror a smile – it’s the same with content.

Surprise leads to fear and ultimately comfort – we will always be driven by fear to go to what is comfortable, which if played in the right way can mean increased brand loyalty.

Sadness brings empathy and a genuine connection between brands and their followers. When you play on someone’s sad emotions it brings them closer to you and they naturally want to help.

My tips for emotional marketing:

  • Know who you are speaking to and what you want them to do – you must know your target audience in order to connect with them in the first place and know what drives their emotions
  • Focus on storytelling; it’s a great way of connecting on any emotional level
  • Create a community – if there is something that you stand for that will create a movement because it is a genuine pain point – go for it!

In terms of measurement of Emotional Marketing, I definitely recommend you A/B test vs your normal marketing style/ads. Measure response rates, engagement, conversions – whatever it is that you want to get from this activity. You should see a very different result from your usual marketing style, but emotional marketing should be part of any future marketing strategy in my opinion.

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