No matter how much you plan, how many pros and cons lists you make, or how often you tell yourself that you’re going to take some time to think about it, the truth is that the majority of decisions that we make are largely based on how we feel in that moment. And, it’s backed up by science – psychologists have found that as humans, we tend to feel first and think second.
And when it comes to marketing, connecting with your audience on an emotional level and causing them to feel something can have many benefits for your brand.
What is Emotional Marketing?
Before you delve into the world of emotional marketing, let’s take a look at what the term actually means. The massive role that our feelings and emotions play in the decisions we make is something that today’s marketing professionals simply can’t afford to ignore. And, as the world becomes more and more fast-paced, brands need to ensure that they are firstly appealing to the primal wants and needs of their buyers.
Which Emotions Work Best?
Our emotions are complex and varied, so which ones work best when it comes to marketing and encouraging potential customers to buy from your brand? Studies have found that positive emotions tend to lead to more shares and retweets, compared to negative ones – allowing marketers to improve their brand reach simply by sharing more posts that make people happy, such as positive news. On the other hand, sadness also has an undeniable intrigue. And, research finds that words with negative connotations tend to lead to a higher click-through rate.
Increasing Engagement with Happiness:
Every brand wants to be associated with happy, smiling, and satisfied customers. And, positivity certainly has a knack for improving customer engagement and social shares. This was corroborated by a 2010 study carried out by the New York Times, which found that articles covering emotional topics received the most shares, whilst positive news got significantly more attention than negative articles.
What About Sadness?
So, if brands want to make their customers happy, why bother with other emotions at all? The truth is that sadness and negativity can have an intrigue that simply can’t be ignored when it comes to marketing. Think about it – if you’ve ever seen a sad, emotion-invoking post about rescued puppies or helping sick children, you’ve probably wanted to learn more about what you can do to help and clicked through, or even shared it with your friends to show your support.
However, if you’re going to tug at the heartstrings of your customers, you’ll need to also offer them a solution – for example, provide them with a link where they can donate, or assure them that buying from your brand means that you will make a donation to the cause on their behalf.
Have you ever been impacted by emotional marketing?