You know those sad commercials you see late at night? The ones with the starving animals and somber music?<\/p>\n\n\n\n
While those ads may turn you into a weepy mess every time you see them, there’s a reason advertisers took such a heavy-handed approach.<\/p>\n\n\n\n
Research shows that emotions influence our purchasing decisions<\/a>.<\/p>\n\n\n\n Ready to learn more? Keep reading and learn about the correlation between emotions and advertising, plus get seven tips on how you can invoke emotion through your marketing.<\/p>\n\n\n\n As the old saying goes, a picture is worth a thousand words.<\/p>\n\n\n\n Visuals are often the best way to portray emotion, as they have over text-based marketing.<\/p>\n\n\n\n For one thing, visuals make a message more tangible. What’s more powerful: Reading about a group of starving children in Africa or seeing a photo of them?<\/p>\n\n\n\n The photo would make the situation more tangible, without a doubt. While reading about the group of children could stir emotion, seeing them and putting faces to the situation makes it more real.<\/p>\n\n\n\n Also, your message is more likely to stick with consumers through a visual medium. One study suggests that our brains remember up to 95%<\/a> of a message when watched, compared to 10% when read.<\/p>\n\n\n\n By conveying your message in a visual medium, you’ll not only make the situation more real to viewers, but they’ll be more likely to remember your product or service afterword.<\/p>\n\n\n\n\n\n A great way to convey emotion about your product or service is to create a narrative around it.<\/p>\n\n\n\n Take the Coca-Cola Christmas adverts<\/a> with the polar bears, for instance. On paper, there’s little reason why the campaign should work.<\/p>\n\n\n\n The interesting thing about the polar bear campaigns is that they don’t center around delicious, bubbly soda at all. Instead, these commercials tell short stories about spending time with loved ones, going on adventures<\/p>\n\n\n\n But by evoking emotions like togetherness, belonging, or holiday joy, Coke’s annual ads do a great job of selling the product.<\/p>\n\n\n\n In essence, the commercials are less about the product and more about the emotion that the product enhances.<\/p>\n\n\n\n It’s also a great way to tug at customers’ heartstrings. Notice how the vitality science cat cancer<\/a> website talks first and foremost about pets, not the product itself.<\/p>\n\n\n\n Empathy is one of the most important feelings in emotional selling. Today’s customer wants to feel understood. If you can’t empathize with the customer, you run the risk of driving them off to a business that can.<\/p>\n\n\n\n To relate to your customers, understand why they’d use a product or service like yours in the first place.<\/p>\n\n\n\n What about your business makes their lives easier or solves a problem in their lives?<\/p>\n\n\n\n If you don’t already have this information, this is a wonderful opportunity to poll your customer base. Ask open-ended questions about why they would or wouldn’t choose your product and what you can do to make their purchasing decisions easier.<\/p>\n\n\n\n Today’s social media-driven world brings businesses some important advantages. Companies have the opportunity to use their presence to the differentiates them from the competition.<\/p>\n\n\n\n And, though differentiation is a big advantage of branding, it isn’t the only one. In fact, it may not even be the most important one.<\/p>\n\n\n\n What’s truly wonderful about branding is that it allows you to humanize your brand.<\/p>\n\n\n\n Customers no longer have to feel like they’re interacting with a cold, corporate entity, but instead can feel as though they’re talking with a friend.<\/p>\n\n\n\n Use this to your advantage whenever possible.<\/p>\n\n\n\n Be friendly, down to earth, and approachable. Use warm language and respond directly to your customers.<\/p>\n\n\n\n People are more than happy to form relationships with brands. But only if they feel like a brand has values that align<\/a> with their own.<\/p>\n\n\n\n Once you’ve aligned your views with your audience’s, you’ll establish a sense of community that encourages retention and interaction that can help your business grow.<\/p>\n\n\n\n When all else fails, do the selling for you.<\/p>\n\n\n\n Testimonials provide your customers with a platform to speak about how your business has enhanced their life for the better.<\/p>\n\n\n\n What’s more, testimonials are a way to establish credibility.<\/p>\n\n\n\n1. Let’s Get Visual<\/h2>\n\n\n\n
2. Have Your Product Take a Backseat to the Message<\/h2>\n\n\n\n
3. Target Customer Pain Points<\/h2>\n\n\n\n
4. Humanize Your Brand<\/h2>\n\n\n\n
5. Publish Powerful Testimonials<\/h2>\n\n\n\n