emotional marketing tips

One can see science in every nook and corner of the world, including in the world of advertisements and brand promotions. The reason for saying this is that studies have revealed ads and promotions employ several marketing strategies, but the one that works most smoothly is triggering the buyer’s emotions. So, it means trying to follow all those emotional marketing tips becomes vital for endorsing your products and services, because Douglas Van Praet has already said, “Emotions don’t hinder decisions; they constitute the foundation on which they are made!”

What Is Emotion?

Emotion is the power found in human beings as a response or feeling to some neural stimulation. However, apart from the collective definition, emotion has been dissected by the Institute of Neuroscience and Psychology into four basic categories, such as,

  • Happy

  • Sad

  • Angry/disgusted

  • Afraid/surprised

What Is Emotional Marketing?

As all human beings tend to be emotional, the instincts and decisions are also driven by emotions. For example, the supermarket or shopping centre receives a great reaction from customers when the vendors get to the nerves of people and trigger their senses while buying goods or merchandise.

Thus, emotional marketing refers to the strategies vendors use in creating ads to capitalize on consumers’ emotions and convince them to buy their products. It is how the emotional marketing strategy applies itself to the four categories stated above.

Why Emotional Marketing Works Better?

Emotional marketing helps in making a solid footing in the following manner:

  • It fosters creating an excellent and unfailing first impression about the company or a business in the minds of customers.

  • Emotional marketing focuses on reaching straight to the heart, as people mostly rely on their heart’s decision over their mind.

  • It makes or inspires people to act in response to vendors’ advertisements by tickling the audience’s emotions.

Thus, it has been proved that if you succeed in leveraging emotions to connect with your customers, build strong relationships, and influence their behavior, they will help you achieve business triumph. So, apply the most effective emotional marketing strategies in promoting your commercials, and hopefully, the following approaches will work wonders for you too.

1. Enlighten Yourself With What Your Audience Wants

Before attempting to create emotional content, research to understand which kind of emotion your targeted audience will react to and whether it relates to what you wish to advertise or not. It is one of the primary emotional marketing tips. If you do not study what triggers an emotional response in your potential customer, you cannot succeed in addressing their sensitive streak.

2. Employ Captivating Colors

The implementation of captivating and meaningful colors might seem a simple tactic, but color holds immense importance in emotional marketing strategy. Take, for example, Starbucks, which sported green color as green signifies harmony, balance, nature, growth, freshness, and fertility. Besides green, here is a list to grasp the color psychology and how it affects human behavior and emotions.

    • White: Symbolises light, goodness, innocence, purity, cleanliness, safety, and faith.

    • Black: Symbolises power, elegance, formality, death, evil, and mystery.

    • Yellow: Symbolises joy, happiness, intellect, and energy.

    • Red: Being the color of fire and blood, red symbolises energy, war, danger, strength, power, determination, passion, desire, and love.

    • Orange: It is the combination of red and yellow and signifies joy, sunshine, tropics.

    • Blue: Signifies trust, loyalty, stability, wisdom, confidence, intelligence, faith, and heaven.

    • Purple: It is the combination of blue and red, signifying royalty, nobility, power, luxury, and ambition.

Thus, the leading digital marketing companies swear by the implementation of color psychology in their commercial to bring success to a product, and thus, one of the best and proven emotional marketing tips.

3. Narrate A Story

Stories might be a universal platform that successfully makes the audience relate, share, and ponder. Stories also help trigger emotions as the visual presentation of a scenario boosts the four emotions. So, emotional content works wonders in commercializing a product with sure success.

One of the best examples by far is MetLife’s “My Father Is A Liar” ad, which triggers sadness, compassion, and warmth in the viewer. This particular ad tells the story of a young girl who writes about her father, describing him as the most handsome, smartest, and a hero in the girl’s eyes. But she also says that her father is a liar because, for her well-being, he lies that he has money, a job, is not hungry, and always makes her his foremost priority. These kinds of commercials are mostly taken positively among parents and families as they trigger emotions related to their child’s future and safety.

4. Start A Movement Or Community

One of the best examples of this point is the ‘Always’ advertisement, which helped in transforming the girl’s insult into a movement. It triggered female gender emotions and formed a community by giving a positive message that “Like a Girl” means power, sense, and positivity, and was inspired by its vocal use of emotional words. Thus, the implementation of this emotional marketing tip has proved to increase the value and meaning of a product among viewers as it struck their heartstrings.

5. Inspire

Inspiration is not an emotion, but it helps bring out various feelings. Commercials that encourage people to reach their goals, aims, and visions are quite popular in making the audience spend their money on the product they endorse. So, spend some thought on content marketing tips and keep in mind to understand how your product can help folks in achieving and fulfilling their dreams.

6. Projection Of Ideal Image

Besides working on the sentiment one is currently feeling, one of the emotional marketing tips works on creating an ideal image. It gives rise to the vibe one would love to explore. This is how the commercials have gained success with the help of the projection of a perfect image. So, try to enjoy becoming someone you have always wished to be, perfect in everything, because this emotional marketing tip is the best.

7. Project Luxurious Design

If you carefully follow the website of Rolls-Royce, you notice their user interface with dark, sleek, and classy designs along with key terms like “state-of-the-art,” “luxury,” and so on. The noticeable strategy here is the usage of these words that trigger the basic emotions of consumers. Also, it delves deeper and hits the hot buttons of emotion like “desire to get the best” and “dominance and power.” In this way, businesses push their audience to obtain the best product, which in turn will make them the best in a community.

8. Play With Perspectives

Bringing out particular emotions is what emotional marketing tips should ponder. So, what works best is the use of different perspectives in endorsing a product, and not advertising an already implemented norm. Therefore, Nike’s “Find Your Greatness” ad is a good example, which demonstrates children trying to find their greatness and not using the image of already established athletes.

9. Trigger The Hot Buttons

Striking the hot buttons works wonders. As per Barry Feig’s Hot Button Marketing, the four basic emotions can be further divided into 16 emotional hot buttons, which can be pushed to trigger an emotional response. They are:

    • Desire For Control

    • I am Better Than You

    • Excitement Of Discovery

    • Revaluing

    • Poverty Of Time

    • The Desire To Get The Best

    • Self-Achievement

    • Family Values

    • Desire To Belong

    • Fun Is Its Reward

    • Love And Romance

    • Nurturing Response

    • Reinventing Oneself

    • Make Me Smarter

    • Power, Dominance, Influence

    • Wish-Fulfilment

Hot buttons are one of the best emotional marketing tips that have delved into a more detailed approach to the four basic emotions. So, now you know what should be targeted in the heart and mind of the audience.

10. Implementation Of SEO

Apart from emotional branding, the combination of imagery and powerful language suggestions taken from SEO tips can also help in creating compelling content for your product. By implementing SEO, you will be able to comprehend what your audience truly needs from you. Thus, it helps in employing the findings in improving the content you use to sell your product.

Conclusion

Emotion is present in every human, and it might be the universal sphere that enhances our marketing strategies. Thus, the aforementioned emotional marketing tips will surely help in pushing the emotional hot buttons in your audience and help them choose what they wish to invest in.