Two speech bubbles in front of a website header, next to a megaphone surrounded by two heards and a thumbs up emoji.

Emotional marketing: What Emotions Do You Need to Use to Convey Information to the Audience?

Emotions matter in marketing because the emotional connection is a significant determinant in the choices made by consumers. Therefore, as a marketer, it is imperative that you aim at making emotional impressions that attract your target audience’s attention to your service or product and trigger the right feelings.
In emotional marketing, you tell stories connecting audiences with your brand at a personal level. storytelling is particularly important in emotional marketing because it helps you simplify even the most complex aspects to make them easy to comprehend even for the average consumer. 

If executed well, an emotional marketing strategy can help you stand out and bring focus to your brand’s identity. This begs the question; which emotions should be used in marketing, and how should they be used in conveying the right pieces of information to the right audience.

Improve your marketing strategy using emotional marketing.


Connecting with Audiences Emotionally: The Ideal Emotions to Use

To begin with, if you are aiming at using emotion in your marketing efforts, the basics that should guide you include; honesty, authenticity, and empathy. Ideally, you should aim at being honest, original and demonstrate understanding of the needs of your audience before taking action. 

There are several ways you can do this and if you fancy video marketing, you also have a ton of options to implement videos for example, in email emotional marketing connect with your audience. Keep reading to discover the emotions you need to use and how to use them to connect with your audiences at a deeper level and inspire them to take action.


1. Fear

Fear is used in marketing to nudge the customers to commit to making a purchase on a product or service. This is relatable because before committing to making a purchase, you’d experience some level of fear.

As a marketer, therefore, you should aim at alleviating this fear and close more deals. You can use or overcome your prospects’ fears by offering lower but reasonable prices, publishing testimonials on your website or page, listing your badges or honors, offering free trials, and providing simplified FAQs. 

You may also use interactive video guides to help them understand and master different concepts of your business with the least strain. This way, you will pave the way for the prospects to have no fear of not getting the exact product or service they hoped for and the fear of high risks.


2. Joy

A considerable fraction of customers appreciate items that lighten their lives with moments of joy. Therefore, if you intend to use joy in your marketing campaigns, be sure to identify the things which lighten your audience’s moods. 

To create moments of happiness for your customers, you can deliver holistic value by giving them the best service or product you can provide. You may also save them some steps in ordering or purchasing from you or incorporate explainer videos in your marketing campaigns to have them on the same page with you outright.


3. Affection

You probably already know that emotions like romance, affection, and love can move someone in ways they never imagined. Again if you fancy using affection, you should aim at capturing your prospects’ attention.

There is a myriad of ways you can achieve this. A rather typical example is just keeping your promises. When starting, it is easy to be sucked into making several promises for your customers.

These promises will help you capture the attention of the prospect but if you break them they won’t help you capture the prospects’ affection. Therefore, you should only make realistic promises you can honor. By honoring your promises, you will delight your customers, translating into the customers developing affection for you and your brand.


4. Self-Esteem

You can develop a powerful marketing campaign geared towards making your prospects feel good about themselves. Your focus, in this case, should be to alter the attitude and behavior of your prospects, so they develop positive feelings towards or around themselves. 

This is important because most consumers care a lot about how a product would impact their lives. Incidentally, self-esteem may also affect your performance at school.


5. Surprise

Surprise is a strong emotion, and if you succeed in triggering it, you could be just a step away from becoming a household name. Even though the surprise is such a strong marketing tool, there is a risk of making your brand less exciting, so you will typically need to tread with care.

To leverage this emotion, some of the things you may want to try and connect with your audience include; providing personalized services, sending handwritten notes, optimizing your communications using explainer videos, prioritizing their interests, engaging with their social media posts, and noting the minor details. You may not manage to pull off all these; therefore, it would be appropriate if you chose an option that would best resonate with your target audience.


Final Word

Emotional marketing is a powerful tool for increasing engagement and brand loyalty. Before trying a method, budget some of your precious time to research your audience’s needs, pain points and preferences to ensure that you remain relevant and helpful.


Author Bio

Thomas Jackson a professional, and established freelance content writer at NinjaEssay writing service and also an active member of several New York-based writing clubs. He writes songs and has written several songs since he was a child. He gets inspiration from the live concerts he performs in front of his loved ones.