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Sell by Making Emotional Connections

Studies show that people rely on emotions rather than information when it comes to choosing between brands.  Emotional reactions to ads are more influential on a person’s intent to buy something rather than the content of the ad itself.

Today’s consumer base is better educated and better equipped to research the material that is still unknown to them. They are also flooded with advertisements daily.

In such a busy marketing world, you need to make sure your company stands out. Brands need to be associated with human emotions to do that. Consumers tend to trust brands that they think they ‘understand’ the way they think.

For instance, if your company is releasing a short promotional video that centers on happiness, joy, and excitement, keep an eye on how your social media followers respond. If they’re sharing the video with others, it’s likely doing its job putting a smile on someone’s face. On the other hand, a fear-centered approach might lead to a more extensive list of email subscribers, or social media followers as your audience establishes loyalty with your brand.

Now consider new business. If it were between two advertisements — one that merely talked about products, and one that made you laugh or cry — which would ‘impress’ you? The second one, right?

First impressions form in a matter of seconds. Marketing emotion can help shape that impression and promote that brand or product to stand out in your consumers’ mind.

Emotional Marketing strategies are essential in making a connection. Knowing your audience is the first step. So, before deciding which emotion to weave into your marketing campaign, conduct some serious target audience research.

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