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Why emotional marketing works

Published: 21 January 2019
Why emotional marketing works

Nowadays, people get bombarded with countless marketing messages every single day. That's why brands need to find better ways to cut through the clutter and maintain their customers' attention. Making your marketing more emotional is one such way. Here's why it works.

What is emotional marketing?

Our rational decision-making process is often hijacked by our feelings and the same rules apply when making purchasing decisions. A strong emotional connection to a brand can be powerful enough to trump any rational reason for buying a product or service. That's because our emotional brain processes sensory (gut feeling) information a lot faster than our cognitive (logical) brain. Emotional marketing aims to tug on more sensory strings to evoke certain reactions and associations with a brand and, ultimately, drive more sales.

How to give your marketing the feels

Depending on the product or service, an emotional marketing strategy typically plays on one of the four basic human emotions happiness, sadness, fear/surprise or anger/disgust. This is then paired with the following elements to highlight the message you want to convey.

1. A compelling story

Storylines help us visualise, remember and understand even the most complex concepts and, thus, allow us to empathise. That's why the most compelling stories usually feature characters and challenges the audience can relate to. When we relate to a story on an emotional level, our brain releases chemicals (endorphins, dopamine, cortisol and oxytocin) that make us feel pleasure, trust and keep us focussed the story.

2. Telling colours

Colours can have a strong psychological impact on the way people feel about your brand, products or services. That's why certain businesses choose certain colours for their branding and campaigns. So, make sure to choose the right colour combinations for the mood you want to create. Dark blue, for instance, suggests depth, expertise and sincerity. Red, on the other hand, is considered more outgoing, enthusiastic and dynamic but it can also portray passion and danger.

While there's no fail-safe colour recipe that will make all people feel the same way about your campaign, the right combination can evoke strong emotions in your target group and prompt them to take action.

3. Getting social

Social channels like Facebook and Instagram are emotion-led platforms where emotional reactions can have a substantial impact on engagement. Therefore, it's beneficial to nourish the relationship to your followers by regularly updating your pages with emotional and creative content. Having said that, it's equally important to actively engage with your online community by responding to comments and enquiries. This way, social media can help humanise your brand while building and reinforcing the emotional connection your followers have to your brand.

Making your marketing more emotional can help you capture your audience's attention for longer and influence their buying decisions in your favour - that's why it works.

Author: Snap Marketing

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