What is emotional marketing, and why your business needs it?
Emotions. We all feel them. Sometimes they guide us, other times they control us. They can help us create connections or they can drive us to sever them. No matter what you think about them, they influence many of your decisions. Emotions can be used in your business strategy as well. They can be the difference between good marketing, and great marketing.
What is Emotional Marketing?
Emotional Marketing is the art of conveying not a message, but a feeling. It’s invoking specific feelings that inspire a specific action. Oftentimes when we think about marketing we tend to get caught up in the numbers. KPIs, clicks, impressions, conversions, all of these are important, but what’s the driving force behind these numbers? The answer is emotions. People will forget what you say and what you do, but people will never forget how you made them feel. We are all emotional creatures and this rings true in the aspect of business as well.
Emotional Marketing is the understanding that if you sell life insurance, you’re not actually selling life insurance. You are selling an assurance that if someone is taken from this world early, their family will receive monthly payments. It’s security against the unknown, and the feeling of being secure is a powerful emotion.
Whatever emotion you’re trying to evoke in your business needs to be well thought out and represented through all of its aspects. When used correctly, emotional marketing makes people decide with their hearts. Anytime someone is going to make a big purchase their heart is going to be involved. No matter what the data shows, if a person feels something isn’t right they won’t buy it.
How to start using emotional marketing
Know your audience. Figure out what drives them. What are their fears, and aspirations? After you feel you have a good understanding it’s time to start crafting that emotion.
Start with the colors. Colors convey an unspoke message to all that view them. Decide what emotion you want to inspire and try to decide what color best represents it. Examples include Red shows power, Green represents growth, Blue relaxes, and Purple displays ambition.
Tell a story. We all love stories. It’s what our entire perception of reality is built on. Stories show depth and understanding. They inspire us to take action and encourage us to move forward. Share your story with your audience to foster a deeper connection.
Project an ideal image. Many advertisements focus on how we’re currently feeling. The problem with this is current moods are fleeting. Instead, project how your audience wants to feel. Show them how great they will feel while using your products.
Entwining emotions into your marketing strategies is the secret ingredient that turns people into lifetime customers. It helps to not only strengthen current connections but fosters new ones as well. Align these with your company goals and you’ll see some of your most effective marketing campaigns be well rewarded.