Don’t Underestimate the Power of Emotional Marketing
We are subjected to a huge number of adverts on a daily basis, on the radio, TV, magazines, newspapers, billboards and online.
A vast majority will go unnoticed unless they make an emotional connection, are something that are of interest to us or provide the solution to a problem.
What is emotional marketing?
It is a campaign that uses emotional content to connect with its target audience to elicit a response, for example those put out by the various charities.
Our emotions are a major factor in decision-making, so we can’t afford to ignore them when creating marketing content and striving to build a connection with our target audience, encouraging them to act.
Consider using a range of emotions (eg fear, humour, anger, sympathy, etc.) to connect with your audience.
Conversely, our judgment is impaired when we experience uncertainty or anxiety.
How do Emotions Impact a Marketing Campaign?
It makes it more memorable, customers more loyal and encourages them to take action. They create a connection between you, your brand, your existing client base and your target audience.
Why is Emotional Marketing so Effective?
Research highlights that an advert or marketing message that forges an emotional connection is much more memorable than a fact based campaign.
When you emotionally connect with your audience, it makes them open to ideas and suggestions, to steer them towards a desired outcome. The results can be powerful.
Forming an emotional bond, however brief and fleeting creates a degree of trust.
It works because it bypasses our rational thought processes, initiating a rapid response with virtually no effort. Thinking through decisions with reason and logic happens far slower than that of an emotional response.
When selecting a product or service we most probably choose a brand we prefer. Our reaction isn’t logical, it’s typically tied to an emotion or experience, how you feel using their product or service, or how that brand makes you feel.
Consequently, when two products have similar features and prices, we will more often choose the one that creates an emotional connection.
Need help with creating an effective marketing campaign that will help you grow your business, then get in touch.
The Simplest Approach to Finding the Right Emotional Words
Think about the reaction you want your audience to have when they read your content.
Decide what kind of emotional state (sympathy, desire, frustration, happy, etc) will drive that reaction.
Emotionally persuasive and impactful words tend to be abrupt. Short, concise, basic language appeals more to our emotions than to our intellect.
Why you shouldn’t Assume when it comes to Emotional Marketing
You need to understand your audience if you want to have a successful marketing campaign built on an emotional connection. You need to know;
· What do they find humorous?
· What issues frustrates them?
· What topics make them angry?
· What are the common problems they speak about?
· What kind of content is being shared that clearly pleases them or makes them happy?
Emotional Marketing also Works in the B2B Environment
Emotional marketing is not just applicable to consumer focused businesses.
It has its place in the business to business marketing world as well. You may be dealing with a longer buying process but the decisions are still made by people who are driven by their emotions.
Potentially that includes prospects
· feeling empowered, identifying a solution resolving a problem in the workplace
· finding a product or service that will help them achieve their next goal or objective
· avoiding making a decision that could reflect negatively on them
Conclusion
Creating an emotional response gives you a significant level of influence.
Successful emotional marketing campaigns start with you understanding your target audience and their emotional state.
Decide whether you need to influence and exploit emotions that are already present or if you want to stimulate emotions your audience isn’t expecting or is not already experiencing.
When you learn how to leverage emotion in your marketing content, you can expect to see an increase in engagement, traction and conversions within your sales funnel.