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One of the ways a business builds its brand is to tug at the emotions of their audience. The way a customer and client work together and communicate can build long-lasting, meaningful relationships that turn clients into fans, and fans into clients. You can actually set out to build these relationships by using emotional marketing techniques.
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- Show Them That You Know Them
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The more research you do into the needs and desires of your target audience, the more your audience will be able to tell that you’re interested in them. When you show interest in them, it will make them interested in your business and you. When you discover something about your audience, let them know through your content and your actions.
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- Treat Them Right
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So many times business owners have sales and special events to get new clients. What about the clients you already have? Keeping them is far more important than getting a new client, and less costly too. Do something special for your existing client base or fan base that shows them that you care about them. Give them a discount, or a special freebie, or something else that attaches them to you in a special way.
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Be Transparent and Honest
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One way to endear yourself to your audience is to always be transparent and honest. If you make a mistake, own up to it. If you change your views on something, it’s okay to admit it. Doing so will endear you to your audience and make you appear so much more trustworthy to them.
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Put People before Numbers
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While you do things to help promote your business, it’s important to keep your morals and remember that people are more important than numbers. If you put people first in your business, including yourself, you’ll find that you naturally improve your bottom line. The more people trust you, the more they’ll buy from you.
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Be Fun When Appropriate
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No one wants to feel as if they’re communicating with a robot or someone who is not real. Be funny when it’s appropriate so that you can show your humanity. Your humanness will shine through when you add some humor and fun to posts, emails, and even sales pages.
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Be Responsive
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Your customers expect to get an answer when they have a problem, and they expect it to be quickly. Provide many different ways for your audience to contact you. Explain to your audience at each method how long they can expect to wait for a response. Then follow up and do what you said you’d do.
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Engage with Your Audience
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Find ways to engage with your audience. Ask for their advice or ideas when it comes to a new product or service you’re going to launch. They can help name it, help define what should be in it, and even how much you should charge for it. Your audience can also be your best source of word-of-mouth marketing.
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Consider the Communication Format
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Also, it’s important to try to get an understanding of how people communicate within their environment. Communication online in chat, instant message, Twitter, or a blog, is far different from communicating on the telephone or in person. Even email is different from other methods of communication. It’s imperative that you determine what is different and then make up for that with the type of communication they’re using.
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Building customer relationships that last is part of the goal of emotional marketing. When you’ve formed an attachment with the consumer, they will stick with you for years – through price increases, trials and tribulations, and more. You can’t go wrong with building relationships.
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Effective marketing is all about tapping into your audience’s emotions. By triggering emotions like happiness, longing, and a sense of loss, you can inspire your audience to take action. And with the right approach, you can elicit these emotions just by having your audience see your brand.
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Here are some tips to help you use emotional triggers in your marketing:
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- Titles – Use emotional trigger words in your titles to grab your audience’s attention. Words like “last chance” or “limited time offer” can help increase click-through rates and responses.
- Headlines – Whether it’s an email or a blog post, make sure to develop creative headlines that are clear and attention-grabbing. Examples like “8 Ways to Ride a Bike” or “101 Ways to Avoid a Dating Disaster” will draw in your readers and encourage them to keep reading.
- Sub-headers – Use sub-headers to give your audience an idea of what’s to come and entice them to keep reading, listening or watching. These can also be taglines that push your audience to consume the content.
- Power Words and Phrases – Create a swipe file of power words and phrases that you can use to trigger emotions in your audience. Words and phrases like “act now,” “bonus,” or “breakthrough” can help put your audience in the mood you want them to be in.
- Transitions – Don’t overlook the importance of transition words in your text and speech. Use words and phrases like “Listen,” “Never again,” or “Still not convinced” to help guide your audience’s emotions.
- Calls to Action – Be sure to include a call to action in your marketing materials. CTAs like “Buy now,” “Reserve your space,” or “Click here to start your free trial” can help guide your audience’s actions.
- Closing Phrases – Use closing phrases to tug at your audience’s emotions. Phrases like “It’s in your hands,” “This is the final day,” or “You’re moments away from changing your life” can be powerful motivators.
- Postscripts – Don’t forget the power of a P.S. Use a P.S. to reinforce your message and encourage action. For example, “P.S. Your satisfaction is always guaranteed” or “P.S. Act by Friday and get the free report.”
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By incorporating these tips into your marketing communications, you can achieve an immediate return on investment. Emotions play a crucial role in marketing, and tapping into them can be incredibly effective.
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To learn more about writing profitable sales letters, download our report “23 Tactics to Write High-Converting Sales Letters” using the link below.
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Emotional marketing techniques can be incorporated into everything you do online, whether it’s text, images, audio, or visual content such as videos. Let’s talk about the different types of emotions that your content can elicit.
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Types of Emotions
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- Visceral: When something impacts an audience member at the subconscious level, it’s called a visceral reaction. Your content and website design should evoke the desired emotions in your visitors without them having to consciously think about it.
- Behavioral: Emotions and behavior go hand in hand. When your audience reads your content, watches a video, or visits your website, their emotional response should also elicit a behavioral reaction. For instance, if a visitor feels frustrated with your website’s navigation, they may leave your site altogether.
- Reflective: Once your audience has finished consuming your content, it should stay with them long enough to elicit a response based on their feelings. They may answer your call to action, share your information with others, or ponder on it for a while.
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Aspects to Consider
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Emotional marketing is a powerful tool that you can use in all your marketing efforts. Whether it’s a website, a sales page, a video, or any other type of content, all aspects of it should be considered, such as:
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- The Words: Know which words trigger emotions and actions in your audience. Focus on the benefits your product or service offers them, not on what’s in it for you. Use trigger words such as “Limited time offer” or “Act now to change your life in the next 10 minutes.” Be honest with your audience and tell them exactly what their benefits are for acting now.
- The Images: People tend to respond emotionally to images of other people. Use images that depict the emotions you want your audience to feel as they consume your content. For instance, if you’re writing about freedom, use a picture that shows someone experiencing freedom, such as a person jumping for joy or spreading their arms out wide.
- The Colors: Different colors evoke different emotions based on culture, sex, and other factors. It’s essential to understand your audience completely so you can choose the right colors to elicit the desired emotions. For instance, if you want your audience to feel excited and passionate, use red or orange. If you want them to feel happy and carefree, use yellow, which symbolizes sunshine and joy.
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To achieve this, you need to understand your audience’s emotional needs and what triggers action for them. You can gather this information by surveying your audience, getting to know them better, and asking for feedback as you develop new products and services for them.
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Emotions are a fundamental aspect of our lives. They influence every decision we make, from the food we eat to the products we buy. As a marketer, understanding how to evoke emotions in your audience can significantly impact customer loyalty and purchasing behavior. In fact, emotions are often the deciding factor in consumer decision-making.
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Here are some strategies to leverage emotions for building customer loyalty:
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- Define Your Brand Identity – Your brand is a mental and emotional representation of your products and services. When a consumer associates your brand with specific values and emotions, they develop an attachment and loyalty towards your business, even if there is competition that offers similar products or services.
- Highlight Benefits over Features – Emphasizing the benefits of a product or service, rather than its features, is an effective way to elicit an emotional response from customers. Consumers care about what a product or service can do for them, not just the attributes, features or facts.
- Prioritize Customer Experience – Positive experiences can exponentially influence customer loyalty. Providing an exceptional customer experience at every stage of the customer journey, from initial awareness to purchase and post-purchase support, can foster positive emotions that encourage customer loyalty and advocacy.
- Balance Emotions and Reason – While emotions are essential to evoke a response, incorporating reason can boost customer loyalty. Use emotional cues to trigger a response, but avoid exaggeration or deception that could undermine trust.
- Emotions Build Trust – Developing trust is a critical component of building customer loyalty. Providing excellent customer experiences and delivering on your promises can help create a lasting emotional bond with your customers.
- Share Your Mission – Connecting your brand to a broader purpose or social cause can foster an emotional connection with your audience. Aligning your business values with those of your customers can help develop loyalty and advocacy.
- Foster Community Engagement – Building a sense of community among your customers can increase loyalty and retention. Creating a social media group or forum where customers can connect and engage with your brand can strengthen their emotional attachment to your business.
- Make Customers Feel Special – Offering personalized incentives, such as loyalty discounts, exclusive offers, and freebies, can make customers feel valued and appreciated. Treating customers as individuals, rather than just a transaction, can create positive emotions that encourage loyalty.
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In summary, treating customers with empathy, care, and respect can foster positive emotions that translate into customer loyalty. By understanding and leveraging emotions in your marketing strategy, you can create an emotional bond with your customers that will keep them coming back for more.
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If you can master this one thing, you can take your business to the next level. It’s the one emotional marketing strategy that you must capitalize on to earn your audience’s trust. Trust is the one emotion that motivates your audience to spend money. Money is personal, and people need to trust you before they give you any of it. Here’s how you can earn that trust:
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- Publish Relevant Content Regularly – Demonstrating that you’re reliable can go a long way in developing trust with your audience. If you consistently publish blog posts, email newsletters, or other materials, it will prove that you’re committed for the long haul. This helps you establish yourself as an authority figure and gain people’s trust.
- Tell Both Sides of the Story – When you provide examples for anything, whether it’s a product or service, disclosing the pros and cons is an excellent way to gain people’s trust. If you can be honest about the drawbacks of your own services or products or those you recommend, your audience will trust you as a genuine source.
- Always Disclose Your Biases – If you’re doing a review on a book, product, service, or anything else, it’s important to be honest about any biases you may have. If you were given the item free to review, mention it. If you were paid for your review, state it. This not only helps people trust you better, but it’s also the law.
- Avoid Over-Pitching Products – When you use sales language in all your content, people get tired of it. They expect a sales tone when looking at a sales page, but not when reading a blog. Be careful not to confuse the two. Yes, you want a call to action, but you also want to avoid turning away potential audience members.
- Under Promise and Over Deliver – The danger of sales pages is the possibility of overstating what the product or service offers or the problems it solves. Instead, ensure that you can deliver even more than they expected once they purchase. Why? Because you want them to buy from you again and you want them to tell others about you. Word of mouth is the ultimate way to gain people’s trust.
- Show Your Face – People trust those whom they can see. Online that can be more difficult, but if you post a picture of yourself and keep it updated, it will help people trust you more. They’ll see you as a real person instead of a faceless business entity.
- Engage in Real Time – Avoid excessive automation when it comes to social media. You want to engage with others in real-time. This will further establish the trust that your audience has in you. They will feel important when you personally answer their questions and engage with them in real-time.
- Make Videos – The next best thing to real life is a video. Videos help show what you know as if you’re with the person live. You can do an event live on Google Hangouts, then post the video later. This gives you the best of both worlds. Live engagement with the Google Hangout and recorded videos for others who missed it the first time around.
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Establishing trust is a process; it’s a long-term marketing strategy that will pay off again and again. When you gain the trust of just one person, they will tell ten others, and those ten others will each tell ten more people. The trust will spread far and wide until the very mention of your business name will signify trust. Maybe it won’t go that far, but you never know.
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When you engage in emotional marketing, you’ll want to learn the trigger words to use to garner specific emotions for your audience. Words change the significance, attitude and impulse of your audience to act. As they say, words are important. Words have meaning, and you’ll want to use them very carefully as you form your marketing messages.
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There are roughly ten emotions that you want to trigger in your marketing messages. You don’t have to trigger them all in each message, but shoot for two or three and you’ll have a winning marketing message. Let’s go over the ten different emotions you can work on triggering in your audience, and how to go about it.
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- Community – People love the feeling of belonging to a tribe. We tend to flock together with those who are like us, and we like feeling included in a community. If you can make your audience feel as if they’re part of something bigger than themselves by working with you or buying your products, you’ll create a customer for life.
- Competition – Everyone has a bit of a competitive streak; you can trigger your audience’s competitive side by making them feel as if they might miss out. If you’re only accepting five new customers for a particular offering, and you have a list of 500, it’s more than likely you’ll fill your roster within minutes of making the offer.
- Fear – Making your audience believe and realize that if they don’t act now they’ll miss out on the offer, or that they can’t live without your offer, will make your audience fearful that they’ll be less if they don’t have it.
- Indulgence – Not only do consumers want to feel indulged, they also want to be spoiled right now. People love instant gratification and if they know that help is on the way right now, and it’s free, they’re going to trade their email address for your free offer straight away.
- Guilt – In the realm of charities and not for profits, eliciting guilt is not hard to do. You can use guilt in your marketing efforts if you can come up with a slant. For example, if you are selling a work-from-home business idea, you could appeal to the guilt of mothers and fathers who must leave the home to work.
- First Adoption – People like to be the ones who lead the way in choosing new products, technology, and services. Make the audience feel special and smart about their choice to buy your products or use your services.
- Popularity – People want to be like their heroes and if you can offer them a way to do that, you have succeeded in making them feel like a trendsetter who is ahead of their peers and one step above others.
- Time – Often times what you’re really selling is time. If you are more explicit in the language you use regarding time (such as by using words like “now”), you can evoke feelings that make the audience feel as if the time to buy what you’re offering is now.
- Trust – Using words (and meaning them) like “guaranteed”, “full refund” and so forth will help your audience trust you more. When it comes to marketing, trust is possibly the most powerful way to get more business. People don’t want to open their wallet if they don’t trust you. Prove them right when they buy from you.
- Value – If you can prove your value and that you’ll save them time, or money, or something else, your audience will want to give you a try. This is your chance to under promise and over deliver.
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Using trigger words to elicit the emotions you want your audience to feel will go far in helping you develop your marketing messages.
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When it comes to creating marketing messages, especially those that trigger emotions, it helps to understand the reasons why people spend money in the first place. If you can understand why your audience opens their wallet to buy, you can trigger them to do so whenever you want them to.
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- To Portray an Image – People want others to perceive them in a certain way. That need often drives them to buy things to help them keep that image, not only for others to see them that way but also to see themselves that way.
- To Avoid a Bad Feeling – Whether it’s the idea they’ll miss out on something awesome, or some other bad feeling, avoiding a bad feeling is a powerful motivator to buy something. If you can show how your product or service helps your audiences avoid a bad feeling, they’ll be more likely to buy.
- To Gain or Earn Freedom – A good example is a housekeeper or virtual assistant. Is a housekeeper selling a clean home, or more time? Is a virtual assistant selling document processing or more time? If you can be clear about what it is you’re really selling, you can and will entice your audience to buy from you more often.
- To Fit In With the Community – Everyone likes being part of the in crowd and part of a community. If making a specific purchase will make them more of a part of the community, they will make it happen.
- Immediate Gratification – People like getting what they want, when they want it. If you can offer them an instantaneous way to give them what they want, they will most certainly take the bait. The important thing is to deliver on your promises.
- To Gain a Sense of Power – When people buy something they view as potentially life changing, they feel powerful and in charge of their lives. If you can offer something super special that solves a very specific problem and evokes feelings of power in your audience, you’ll have a winner on your hands.
- To Prove or Gain Self-Worth – Some people, maybe people in your audience, lack self-worth and need a way to get it. If you can offer them that feeling when they buy your products or use your services, you’ll sell a lot.
- To Solve a Problem – One of the most obvious reasons people spend money is to solve a problem. Show them how your product or service solves their problems, and they’ll buy from you when the price is right.
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It’s important to study your audience so that you know how to trigger these feelings within them, and know which ones they use when they choose to buy. If you can find the trigger that keeps your audience from saying no, you’ll explode your business beyond your wildest dreams.
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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.
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There are eight emotions that can be brought out by various words:
- Sadness
- Fear
- Anger
- Surprise
- Disgust
- Anticipation
- Joy
- Trust
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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.
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Encourage Sharing
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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. It’s important to learn it.
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Make Them Want to Help
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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.
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Go Viral
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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 you’re offering. This works because these feelings are extraordinarily powerful and have lasting consequences.
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Feelings First
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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 buying what you’re offering.
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Examples of Emotional Marketing
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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.
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In the meantime, here are some examples to take a look at:
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- Procter & Gamble – This award-winning ad elicits feelings of community, belonging, family and pride very well.
Link – https://youtu.be/8ywO8DR-5NY
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- 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.
Link – https://youtu.be/0SZv2vPdj6g
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- Pfizer – This commercial pulls at the heartstrings to promote the message of a drug company.
Link – https://youtu.be/OAlyHUWjNjE
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What commercials can you find that evokes emotions in you? What about sales pages, or blog posts, or other types of advertising?
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The truth is, nothing can elicit a response quite like the right emotion. The thing marketers want most from their audience is a response. They want them to answer their calls to action. They want them to take action, engage, buy, join or do something. And, the best way to do that is to evoke the right emotions that cause the right action to take place.
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- More Likely to Go Viral – Any marketing message that evokes a strong emotional response is more likely to ÄŹgo viralÄ’ than a bland message that doesn’t pull at any emotional strings. The emotion most likely to be shared widely, however, is anger, so you need to tread lightly when it comes to that. Give your audience a way out of their anger by taking an action.
- More Engaging – When you get your audience to feel something strongly, the advertisement automatically becomes more engaging. Content that evokes an emotion, then solves a problem, is gold when it comes to emotional marketing.
- More Useful – Most emotional content is going to prove to be more useful than content that isn’t as heartfelt. Highlight the social implications of the product and service and you’ll create a fan for life.
- More Motivating – Elicit emotions like confidence or fear in your audience, and you’re going to motivate them to answer your CTA faster and easier than if you don’t use those emotional triggers.
- More Compelling – Bringing emotions to your marketing messages will make every message more compelling to your audience. They’re going to be more likely to hear your entire message or read your entire message, thus getting more of the information they need to make a buying decision.
- Better Branding – If you want your brand to represent a specific emotion, you can do that. Think about the brands you know and what emotions they elicit. Coke brings people together, Amazon makes all things possible with extreme personalization, FedEx makes promise and keeps them, and so forth. What does your brand represent?
- Science Says So – Many neuroscientists and psychologists are involved in marketing companies these days, and are doing a lot of study into the power of emotional marketing. They say it works and science has the proof.
- Demonstrates Passion – People want to be part of something special and if you can show in your marketing messages the passion you have for your niche and for your customers, you can achieve more than you ever thought possible.
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Using emotions helps all of us make choices in life; your audience is no different. Evoke the right emotions, and you can get your audience to do almost anything you want. Provide a quality product or service that solves serious issues and problems for your audience, and you’ll cultivate a life-long customer due to the trust you’ll develop.
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Emotional marketing has always been around, but lately it’s caught on with many mainstream brands. Even companies that on the surface aren’t really emotional by nature have found ways to include emotional triggers into advertising. It’s that old line that ÄŹsexÄ’ sells. However, the truth is that it’s not just sex – it’s emotion that sells. Sex just triggers a specific emotion, such as the need to belong, that causes people to want to buy.
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The most effective emotions that you can trigger in your audience with the right words, images and colors are:
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- Affection
- Amusement
- Delight
- Excitement
- Happiness
- Hope
- Interest
- Joy
- Pleasure
- Surprise
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These emotions usually elicit positivity in your audience. It’s true that other emotions may get more response, such as anger, but you have to be very careful with anger so that you don’t have a situation that backfires on you.
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The more dangerous emotions that you can also trigger with the right words, images and colors are:
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- Anger
- Contempt
- Despair
- Doubt
- Embarrassment
- Frustration
- Guilt
- Hurt
- Politeness
- Shame
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With the right type of emotional marketing you can:
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- Turn Wants to Needs: Everyone wants to be rich, work on the beach, or have their perfect kitchen, but they aren’t really “needs” – they are wants. Many people will not spend money on wants over needs. With the right emotional triggers you can turn a want into a need that someone needs so badly that they’ll buy it right now, no matter the price.
- Prove Value: It might seem weird to say but if you can trigger the right emotions, you can also prove the value of your products and services. The way to do that is to sell what the product or service provides. Is it free time? What intangible concept does your product give the buyer? Exploit that.
- Provoke a Sense of Belonging: If you really want to get people to want to follow you anywhere, make them feel like a special part of your community, such as a VIP or a member of your “inner circle” or “mastermind” group.
- Create a Viral Trend: Emotional things are more likely to be shared by your audience on social media and become viral. If you can identify the ideas that will go viral, as well as the emotions that trigger more sharing, you can create a trend of your own.
- Connect with Customers: The right words will make your audience feel very connected with and close to you. They’ll become your biggest fans and turn word of mouth into an avalanche of potential leads for you.
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Emotional marketing can change your marketing efforts completely and make your sales pages, blog posts, and other marketing content really stand out. Study your audience and determine not only what they need in terms of products and services, but also what they need to hear in terms of trigger words – words that evoke emotions that make them do something you want them to do. This could be something like joining your mailing list, or buying your products, or using your services.
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Lets face it, if you can’t write a sales letter, you can’t sell your products. It’s a fact. That’s why we’re here to walk you through our proven template piece by piece, step by step so that you can emulate it to your hearts content.
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Where do you start in a sales letter? How do you create an attractive headline? How do you connect to your viewers in such a way that they can’t take their eyes of your site until they’re purchased your product?
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We’re about to answer all those questions and more. The great thing about this is you don’t need to go on any extensive copywriting courses, you don’t need to spend years practicing, and there’s absolutely no need for you to be an expert or experienced writer in any way. As long as you can write in English, this template works every time.
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In this special report you’ll discover…
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