Emotions can be powerful motivators to do, or not do, something. So it’s not surprising that using emotions in marketing can yield equally powerful results. This post takes a look at the most common emotions in marketing and shares a few ideas for introducing them into your own marketing activities.
Five Emotional Factors of Marketing
The primary emotional factors in marketing are fear, guilt, pride, greed and love. Here is a look at how each emotion can play into marketing.
Fear
This is a big one in emotional marketing, and can be based on a fear of the bad that can happen if you don’t act in a certain way. An example is a hosting company that may try to sell you a dedicated server account over the less expensive shared server account by listing all of the potential problems that can result if your site is hosted on a server with other sites.Guilt
While marketing can be effective when based on creating feelings of guilt for not doing something, another effective route is showing how to remove guilt. An example is a working parent who has little time to prepare home-cooked meals, but sees an ad that states purchasing ABC Frozen Food that is packed with wholesome and nutritious ingredients is just like cooking yourself.Pride
Marketing that uses pride as an action-enticing emotion is focused on making the consumer want to use or purchase something because of the sense of power, accomplishment, envy or respect they feel it will generate. An example is a private, exclusive membership that is costly, but will give the purchaser notoriety and can be used as a powerful marketing element on its own, once purchased.Greed
We have all seen marketing that focuses on appealing to a greedy emotion, and it’s very effective. An example is a “package” price for a group of products, or a list of over-the-top bonuses with your purchase. The claim of a specific product or service helping you make more money and become more successful is another example.Love
Love in marketing is sometimes underplayed, but a good example is products and services that are presented as the top of the line, the best options for providing the very best for the loved ones in your life or even yourself.Examples of Ways to Use Emotions in Marketing
Here are seven creative ways to use emotional factors in marketing. Use these as a jumping point to think about different ways you can introduce more emotions in your marketing activities.- Share or create a story about how your product or service saved or can save the day for a client
- Use a current event to stoke fear (i.e. DoS attacks on MasterCard, “If this can happen to the big guys, it can happen to you…”)
- Make your service seem essential and the payoff huge so your potential clients have a guilt-free reaction to saying “yes”
- Show some emotion yourself by speaking from the heart and letting your passion and enthusiasm come through in your marketing copy, prospect calls, customer service, etc.
- Go dramatic by making a video that shares a story that is touching, eye-opening or fear-inducing
- Be inspirational and talk to your prospects one-on-one, walking them through the process of working with you and outlining all they have to gain
- Create a character that mirrors your prospects and use it/him/her as your business mascot, providing a familiar touch point, answering questions, and solidifying your brand
A Word of Warning
Now that you’re thinking in terms of emotions, and all of the ways you can use emotional benefits to sway your prospects, remember that it’s important to keep honesty and integrity front and center. As powerful as emotional factors in marketing can be, falling short when it comes to genuine copy and realistic claims can be disastrous. What are some ways you’ve used emotional factors in marketing? Image credit: svilen001Frequently Asked Questions about Emotional Marketing
What is the science behind emotional marketing?
Emotional marketing is based on the principle that people make purchase decisions based on their emotional responses rather than logical thought. It leverages psychological principles and studies on human behavior to create marketing strategies that evoke specific emotions in consumers. These emotions can range from happiness, sadness, fear, anger, surprise, and anticipation, each of which can influence a consumer’s buying behavior in different ways.
How can I effectively use emotional marketing in my advertising campaigns?
To effectively use emotional marketing, you need to understand your target audience’s emotional triggers. This involves conducting market research to understand their needs, desires, fears, and aspirations. Once you have this information, you can create advertising campaigns that evoke these emotions, thereby influencing their buying behavior.
What are some successful examples of emotional marketing?
Some successful examples of emotional marketing include Coca-Cola’s “Share a Coke” campaign, which evoked feelings of happiness and belonging, and Dove’s “Real Beauty” campaign, which evoked feelings of self-confidence and acceptance. These campaigns were successful because they tapped into universal human emotions and made consumers feel a personal connection with the brand.
Can emotional marketing be used in B2B marketing?
Yes, emotional marketing can be used in B2B marketing. While B2B marketing is often seen as more rational and logical, the decision-makers are still human beings who are influenced by their emotions. By tapping into these emotions, you can create more compelling and persuasive marketing campaigns.
How can I measure the success of my emotional marketing campaigns?
The success of emotional marketing campaigns can be measured using various metrics such as brand awareness, brand loyalty, customer engagement, and sales. You can also use surveys and focus groups to understand how your campaign has influenced consumers’ emotions and perceptions of your brand.
What are the risks of emotional marketing?
While emotional marketing can be highly effective, it also carries some risks. If not done correctly, it can come off as manipulative or insincere, damaging your brand’s reputation. It’s also important to be sensitive to cultural differences and avoid evoking negative emotions.
How can I use emotional marketing in social media?
Emotional marketing can be highly effective on social media, where content that evokes strong emotions is more likely to be shared and go viral. This can involve creating emotionally engaging content, using emotive language, and responding to comments and messages in a way that evokes positive emotions.
Can emotional marketing influence customer loyalty?
Yes, emotional marketing can significantly influence customer loyalty. By creating a strong emotional connection with your customers, you can foster a sense of loyalty and trust, which can lead to repeat purchases and referrals.
How does emotional marketing differ from traditional marketing?
Unlike traditional marketing, which focuses on the features and benefits of a product, emotional marketing focuses on the emotional benefits and the way the product makes the consumer feel. This can create a deeper and more lasting connection with the consumer.
What role does storytelling play in emotional marketing?
Storytelling plays a crucial role in emotional marketing. By telling a compelling story, you can evoke emotions in your audience and make your brand more memorable. This can involve sharing customer testimonials, telling the story of your brand, or creating narratives around your products.
Alyssa GregoryAlyssa Gregory is a digital and content marketer, small business consultant, and the founder of the Small Business Bonfire — a social, educational and collaborative community for entrepreneurs.
