How to Use Emotional Marketing In Your Business

People are savvy these days when it comes to the Internet. They aren’t just searching for fluff, but concrete facts and information that they can use. Content is king and people want as much of it as you can give them.
However, customers are not swayed by a sales pitch alone. There has to be something more. Businesses are learning to use strategies that involve emotion to draw the customer in. It has been shown time and time again that people become loyal customers of certain products when there is an emotional attachment of some kind involved.

“Customers often claim they purchase rationally. But studies indicate that the factors influencing purchases are 80% emotional and 20% intellectual, even for business-to-business customers.”  ~Winnifred Knight, Director of: www.theMarketingSite.com

Enter Emotional Marketing

“Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs and aspirations.” (Source)

At its core, emotional marketing is not logical. It is storytelling that creates an emotional and physical response. This includes:

• Laughing
• Crying
• Smiling
• Sharing
• Retweeting
• Liking

You need to address the emotional needs of your readers. Some of these could be ego, self-expression or obligation. Therefore, you really need to know your target audience to use emotional marketing effectively because you only have about 2 seconds to get their attention then you have to move quickly to appeal to their emotions and encourage engagement.

Examples of Emotional Marketing 

You probably know several brands that demonstrate the power of emotional marketing. Brands such as Pepsi and Oil of Olay share a deep emotional connection with their customers by appealing to youthfulness or status. In doing so, they earn unwavering consumer loyalty.
One example, that I think is outstanding, is Harley Davidson. Watch this video from Graeme Newell of 602 Communications on how Harley used emotional marketing and created their lifestyle brand:
 
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As brands come to recognize the popularity of emotional content, more and more companies have focused on creating inspirational and moving ads.  This is an older commercial for the ASPCA but it is a perfect example of quickly getting your attention and tapping your emotions: 
 
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 No doubt you’ve seen this commercial. It affected many people so strongly they couldn’t watch it all. And the song, Sarah McLachlan’s The Eyes of an Angel, is such a powerful soundtrack that many people now associate the song with the ASPCA – even without the video! So how did this video make you feel? Compassion….Angry….Disgusted? These are all very powerful emotions that lead to action by the listener.
Let’s lighten things up a little. A New York Times article found that emotional articles were shared more often, and positive posts were shared more than negative ones. Watch this clip and think about what emotions you feel watching it. 
 
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The driver in this video definitely looks happy!  This could elicit a number of different emotions depending on who is watching it. For me, it is happiness, exhilaration, and an adrenaline rush. Others might feel fear or anxiety. It all depends on who is watching it. 
This is why you need to really know your target market. Learn what emotions motivate them to action. Are they thrill seekers or a little more sedate? For a thrill seeker, a good day would be driving this aquatic beast. Others may be the happiest swinging on a porch swing. Find out what needs your audience is seeking to fulfill then show them how your product can ease their pain.

Should You Use Anger in Emotional Marketing?

Many entrepreneurs think that it is best to avoid anger in their marketing campaigns. They think associating this negative emotion with their brand will cause negative associations. However, anger is a powerful motivator to get people’s attention and spur action. You become angry when you see a pet (or person) suffer harm. This causes you to reconsider an opinion and ask how you can make a difference.

How to Use Emotional Content 

How can you use these emotions in your marketing? Brainstorm how you can weave emotion into your marketing campaigns. Here are some quick and very broad ideas (tailor to your niche and audience). 

• Fitness Coach – Someone being left out or bullied because of their size.

• Relationship Coach – Person growing old alone. (Yes I do know that doesn’t have to be a bad thing!)

• Business Coach – Person getting passed over for a well-deserved promotion.

• Content Marketer – Person getting content published in a national publication.

• Life Coach – Rags to Riches story

You can use emotional marketing to build trust and form an emotional bond with your target audience. Provide quality information and your brand and website will be the place to go for answers. When you are recognized and known for being a source of the best information in your field, your paid offerings will basically sell themselves.
What emotions motivate you to act and which ones motivate your target audience? Are there any great marketing campaigns you’ve seen that use emotional marketing effectively? Leave me a comment below or on my Facebook page.