15 Practical Tips for Using Emotions in Marketing
Posted: Tue Jan 28, 2025 3:25 am
The nature of the emotional experience of communicating with company representatives or using the brand's products directly affects the subsequent desire to repeat this experience. Let's look at the main recommendations for using human emotions in marketing.
Focus on expressing specific emotions
When making an advertisement, you need to understand what feelings you need to evoke in the consumer so that he or she will want to make a purchase.
Thus, the California State india email list Lottery, a company that organizes lotteries, concluded that their customers experience a sense of anticipation and optimism. Having realized this, they changed the design of the site to emphasize these human emotions: they filled it with reviews of happy winners, intrigued users with the slow appearance of winning numbers, etc.
Create an image of an enemy
By creating an "enemy", the company forms a certain circle of adherents, followers around itself, who unite on the basis of love for the brand. A striking example of such communities are fans of Apple and the iOS operating system and fans of Android and the brands that work on it, for example, Samsung. The confrontation between Pepsi and Coca-Cola is also interesting.
15 Practical Tips for Using Emotions in Marketing
Eliminate negativity from communication with clients
It is known that people react differently to information depending on the way it is presented. When delivering bad news, it is necessary to do so in such a way as to minimize the negative perception of it by the interlocutor. For example, an online store manager who needs to tell a client about the absence of a product in the warehouse should emphasize not that it is not available, but that it will appear in a few days and can be purchased. As a result, the buyer will not feel frustration about the failed purchase, but will feel anticipation that it will soon take place.
Share real customer stories
This makes the customers themselves more loyal, as it makes them feel valuable to the company. In addition, the interest in the brand from potential customers increases.
Develop your own unique style of communication with your audience
To successfully promote a brand and product, any company needs to develop its own style of communication with the audience. It should be simple, clear, friendly, and uniform. At the same time, it is very important to train employees who communicate with clients in any way to maintain the unity of style.
Incorporate emotions into customer journey maps
The audience interaction map should indicate which emotions have already been evoked in customers and which ones are planned to be evoked at the moment of contact with them. Then you need to fill in the gaps. When creating a customer journey map, it is important to try to minimize negative emotions and strengthen positive ones.
Focus on expressing specific emotions
When making an advertisement, you need to understand what feelings you need to evoke in the consumer so that he or she will want to make a purchase.
Thus, the California State india email list Lottery, a company that organizes lotteries, concluded that their customers experience a sense of anticipation and optimism. Having realized this, they changed the design of the site to emphasize these human emotions: they filled it with reviews of happy winners, intrigued users with the slow appearance of winning numbers, etc.
Create an image of an enemy
By creating an "enemy", the company forms a certain circle of adherents, followers around itself, who unite on the basis of love for the brand. A striking example of such communities are fans of Apple and the iOS operating system and fans of Android and the brands that work on it, for example, Samsung. The confrontation between Pepsi and Coca-Cola is also interesting.
15 Practical Tips for Using Emotions in Marketing
Eliminate negativity from communication with clients
It is known that people react differently to information depending on the way it is presented. When delivering bad news, it is necessary to do so in such a way as to minimize the negative perception of it by the interlocutor. For example, an online store manager who needs to tell a client about the absence of a product in the warehouse should emphasize not that it is not available, but that it will appear in a few days and can be purchased. As a result, the buyer will not feel frustration about the failed purchase, but will feel anticipation that it will soon take place.
Share real customer stories
This makes the customers themselves more loyal, as it makes them feel valuable to the company. In addition, the interest in the brand from potential customers increases.
Develop your own unique style of communication with your audience
To successfully promote a brand and product, any company needs to develop its own style of communication with the audience. It should be simple, clear, friendly, and uniform. At the same time, it is very important to train employees who communicate with clients in any way to maintain the unity of style.
Incorporate emotions into customer journey maps
The audience interaction map should indicate which emotions have already been evoked in customers and which ones are planned to be evoked at the moment of contact with them. Then you need to fill in the gaps. When creating a customer journey map, it is important to try to minimize negative emotions and strengthen positive ones.