Emotional marketing is a term thrown around in the marketing world that means basically what you think. It means that you use various words, colors, and images to evoke certain emotions in the audience in all your marketing messages. There is an entire science involved in marketing that studies the effect of the colors, images, and words on the page and how they affect the consumer.
There are eight emotions that can be brought out by various words:
Each emotion has various stages and strengths that we tend to call other emotions. For example, joy, anger, and anticipation can translate into passion. Feelings of anticipation and joy can be called optimism. The trick is that each audience has their own trigger words that will evoke certain emotions, and they have certain emotions that will trigger various actions for that particular audience.
For the most part, emotions like joy and trust make us want to share with others. That being the 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 friends. Each audience has its own language that elicits trust and happiness. Itís important to learn it.
Make Them Want to Help
If you want people to empathize 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 want to help. Since they’re a well-known organization with a good reputation, trust is already there. Each time the commercials air, many people donate.
If you want a post to go viral, you should 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 youíre offering. This works because these feelings are extraordinarily powerful and have lasting consequences.
When engaging in emotional marketing, it’s important to realize that feelings go first. People feel, and then they buy. If you want more people to buy, make them feel something that leads them to buy what you’re offering.
Examples of Emotional Marketing
A great lesson in the way emotional marketing works is to watch the entire series of Mad Men, especially the early episodes. You can learn so much about how the copywriters and ad men dealt with their audience’s emotions through the written word, images, and eventually TV commercials.
In the meantime, here are some examples to take a look at:
Procter & Gamble – This award-winning ad elicits feelings of community, belonging, family and pride very well.
Netflix Commercial – This commercial makes you want to belong to the community of watchers and see the shows that only are on Netflix, due to the innovative, funny, and interesting shows.
Pfizer – This commercial pulls at the heartstrings to promote the message of a drug company.
What commercials can you find that evokes emotions in you? What about sales pages, or blog posts, or other types of advertising?