The truth is, nothing can elicit a response quite like the right emotion. What we, as marketers, want most from our audience is a response. We want them to answer our calls to action. We want them to opt in, engage, buy, join, or do something else that we tell them to do. And, the best way to do that is to evoke the right emotions that cause the right action to take place. That, in a nutshell, explains the importance of emotional marketing.
What are some of the results of good emotional marketing? Read on, my friend.
Messages Are More Likely to Go Viral
Any marketing message that evokes a strong emotional response is more likely to go viral than a bland message that doesn’t pull at any emotional strings. There has recently been some news coverage about how often “fake news” articles went viral during the presidential campaign. Readers shared fake news articles on social media, often without reading the article, because the headline was so expertly written that it elicited a strong emotional reaction.
The emotion most likely to be shared widely is anger. Give your audience a way out of their anger by taking an action.
When you get your audience to feel something strongly, the advertisement automatically becomes more engaging. Content that evokes an emotion, then solves a problem, is gold when it comes to the importance of emotional marketing.
Most emotional content is going to prove to be more useful than content that isn’t as heartfelt. Highlight the benefit of the product or service — that is, the way that your product or service will relieve the reader of their pain — and you’ll create a fan for life.
Elicit emotions like confidence or fear in your audience, and you’re going to motivate them to answer your call to action faster and more easily than if you don’t use those emotional triggers. The importance of emotional marketing is not that your audience simply feels an emotion. Instead, you want to be sure that the emotion they feel motivates them to answer your call to action.
Bringing emotions to your marketing messages will make every message more compelling to your audience. They’re going to be more likely to hear your entire message or read your entire message, thus getting more of the information they need to make a buying decision.
If you want your brand to represent a specific emotion, emotional marketing is your royal road. Think about the brands you know and what emotions they elicit. Coca-Cola is a fabulous example of the importance of emotional marketing. You know the brand — Coke brings people together. Ever hear their old slogan, “a Coke and a smile”? Or the old ’60’s hippie song, “I’d like to teach the world to sing”? Coke is a great example of branding using emotional marketing.
Or take another example. FedEx’s brand is that they make a promise and keep it. They are dependable and reliable. They deliver your package and you can track it online until they do. As I write this, the headline on their website is “Thousands of shipping experts are more reliable than 9 reindeer.”
What does your brand represent? Identify your brand, then find a way to use emotional marketing to promote it.
People want to be part of something special. They want to feel emotion — for the pain they face in life and for the solutions that you can provide them. Show in your marketing messages the passion you have for your niche and for your customers, and lead them to see how they can have passion for you. Create a bond between you and your customer. They’ll love you for it.
The Importance of Emotional Marketing
We like to think that we are rational actors. In fact, science shows that most of our decisions are largely emotional in nature. Evoke the right emotions and you can get your audience to do almost anything you want. Provide a quality product or service that solves serious and painful problems for your audience and you’ll cultivate loyal customers due to the trust you’ll develop.
And now I want to hear from you. What are experiences as a marketer and as a consumer with emotional marketing? Let us know your experiences in the comments below.
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