Marketing to Consumers’ Emotions [Infographic]

Laura Donovan — March 28, 2019 Follow @thewordpro

— March 28, 2019

Lazare / Pixabay

“Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.”

Consumers are increasingly making their purchasing decisions based on their feelings rather than logic. Consumers today are educated and better equipped to research what they don’t know and want to know. They are also overwhelmed with advertising daily. Tapping into emotions captures consumers’ attention and breaks through the flood of ads they are inundated with every day.

Emotional Marketing Creates a Fabulous First Impression

First impressions form in a matter of seconds. First impressions of a business product or service is formed just as fast. Emotions help to form an impression and make that business stand out in the consumers’ mind.

An ad that makes the consumer laugh, or even cry, versus a traditional ad that just talks about a product will stand out more and create an impression that will last.

7 Emotional Purchasing Triggers

• Belonging
• Fear
• Guilt
• Trust
• Leadership
• Values
• Gratification

Emotional Marketing Encourages People to Act (HubSpot)

• Happiness – Makes people share, which increases business awareness.
• Sadness – Makes people empathize, connect, and give, which inspires people to help.
• Surprise – Makes people stick with what is comfortable, which leads to loyalty.
• Anger – Makes people stubborn, which leads to viral content and loyal followers.

Emotions are More Important than Logic

• 68% of buyers will pay a higher price for a service if they see personal value.
• 71% of buyers will purchase a product if they see personal value.
• Only 8.5% of buyers will purchase a product at a higher price if they see NO personal value.

People Want to Feel Special

Consumers want to feel unique. Marketers need to generate content that will appeal to the heart as well as the mind. Using emotional marketing inspires, connects, and builds trust. This, in turn, will create purchasing intent, brand advocacy and will help to build a “community of happy customers.”

“Scientists have uncovered that humans feel first and think second. When confronted with sensory information, the emotional section of the brain can process the information in one-fifth of the time the cognitive section requires.”

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