Emotional marketing is a term used in the marketing world that means basically what you feel. It means you employ various words, colors, and pictures to evoke certain emotions within the audience altogether your marketing messages. There is a whole science involved in marketing that studies the effect of the colors, images, and words on the page and the way they affect the buyer.
There are eight emotions that will be brought out by various words:
Each emotion has many stages and strengths that we like to call other emotions. For example, joy, anger, and anticipation can translate into a passion. Feelings of anticipation and joy are often called optimism. The trick is that every audience has their own trigger words that will evoke certain emotions and that they have certain emotions that will trigger various actions for that specific audience.
For the foremost part, emotions like joy and trust make us want to share with others. In that case, you may want to make your audience feel trusting and happy to get them to share their information with you and to share you with their community. Each audience has its own language that evokes trust and happiness. It’s important to learn it.
Make Them Want to Help
If you want people to identify then you should seek to evoke feelings of sadness and loss in the audience members. Think of the ASPCA commercials where they show abused and starving animals during a sad song. This makes the audience feel sad and terrible and need to assist. Since they’re a well-known organization with an honest reputation, trust is already there. Each time the commercials air, many people donate.
If you would like a post to travel viral, you ought to pair it with some anger, disgust, and anticipation, or fear. Be sure to give your audience members a way out of these bad feelings, which is to buy what you’re offering. This works because these feelings are tremendously powerful and have lasting consequences.
When engaging in emotional marketing, it’s important to understand that feelings go first. People feel, and then they buy. If you would like more people to shop for, make them feel something that leads them to purchase what you’re offering.
Examples of Emotional Marketing
A great lesson within the way emotional marketing works is to observe the whole series of Mad Men, especially the first episodes. You can learn such a lot about how the copywriters and ad men addressed their audience’s emotions through the word, images, and eventually TV commercials.
In the meantime, here are some examples to require a glance at:
- Procter & Gamble – This award-winning ad brings out feelings of community, belonging, family, and pride very well.
Link – https://youtu.be/8ywO8DR-5NY
- Netflix Commercial – This commercial makes you feel like to belong to the group of watchers and see the shows that only are on Netflix, due to the innovative, funny, and interesting shows.
Link – https://youtu.be/0SZv2vPdj6g
- Pfizer – This commercial pulls at the heartstrings to market the message of a pharmaceutical company.
Link – https://youtu.be/OAlyHUWjNjE
What commercials can you find that call up emotions in you? What about sales pages, or blog posts, or other sorts of advertising?