Why Emotional and Rational Marketing is so Powerful

Understanding your target audience and their tendency to respond to either an emotional or rational marketing message will enhance engagement and your conversion rate.

Emotional marketing appeals to the feel good factor and aspirations. Engaging those who are open to new ideas and suggestions. They will be attracted by visual media and the passion expressed in your message. They tend to be more trusting and loyal.

To create a bond and connect with this audience use storytelling making your brand more memorable.

Emotional marketing encourages an immediate response, with prospects more likely to make a spontaneous purchase, increasing conversion rates.

Typical emotions to be tapped into include frustration, joy, anger, humour, esteem or fear of missing out.

Clients who are more likely to respond to a rational marketing message will make a decision on what they consider makes sense.

Unlike the emotionally driven audience, rational thinkers will be slower to react. To attract this audience tap into their concerns and challenges. They are influenced by statistical evidence and analytical data. Putting forward a logical reason will have a higher probability to convince them to make a purchase.

 

Which category are you?

Which statement appeals to you more?

An offer of “Order now using code…. for free delivery” or those advertising messages that quote “96% of users give us a 5 star rating!”