Emotional Marketing 101: Back to Basics

Think of your favorite Super Bowl ad from any given year. What stood out? Why? There's a reason that all of the most prominent brands put their best foot forward when February is in emergence, and there's a method to their madness.

A little nudge of the funny bone or tug at the heartstrings is all it takes to craft a budding and meaningful connection between your brand and your audience.

What is Emotional Marketing?

Emotional marketing deliberately uses persuasive messages that tap into human emotion in order to form connections with your community. It's a strategy that goes far beyond selling products in hopes of reaching your people.

Let's delve into the value of emotional marketing, how to create lasting impressions, and what you can do to push your audience to take action.

If your therapist were to ask you how you were feeling, how would you answer?

Emotions are what we use to indicate the state of both the heart and mind. Much like a standard color wheel, we have a set of what can be considered "primary emotions" (ie, happy, sad, angry, fearful) and "secondary emotions" that cover everything else in between. Robert Plutchik depicted it best with his Wheel of Emotions.

Why Emotional Marketing is Effective

By tapping into your audience's emotions, you acknowledge that consumers are driven by more than just rationale. It gives your community a sense that you truly understand their needs, which is precisely what you need to drive successful emotional engagement.

Engagement leads to increased brand loyalty, advocacy, and sustained customer relationships.

Emotions are part of what helps humans experience and express themselves in the world we live. It's just as integral a part of our lives as our five senses. We use emotion to measure anything from interviews to first dates--oftentimes through first impressions.

Now, apply that to your brand. Between two campaigns, the most memorable ad would be the one that made you feel something. We form first impressions within a literal blink of an eye which is why capturing your community's attention and keeping them engaged with your content is essential.

For example, Wix was at my list of hosts when deciding where my old copywriting portfolio would live, simply because I happened to stumble across a YouTube ad. It appealed to the part of my brain that was in search of user-friendly graphic designing tools, and within the first 10 seconds, I was intrigued. The ad piqued my interest for two reasons:

1. The visually appealing graphics, colors, and transitions

2. The inking that I'd know how to design something akin to those graphics on my own by the end of the video.

This was achieved through a myriad of elements, but the main two being graphic design and copywriting.

Check it out for yourself:

Creating a Lasting Impression

First impressions matter, and emotional marketing is a potent tool for leaving a positive and lasting impact. Through compelling narratives, strategic use of color, and uplifting messages, your brand can cultivate emotional resonance during the first interaction. If you're unsure what colors evoke which emotions, check out this emotional color wheel:

Emotional marketing transcends mere connection; it serves as a catalyst for action. When your community forms an emotional bond with your brand, they are more likely to make a purchase, share content, or become stronger advocates for the brand.

First Things First:

Before you begin designing your next SPCA ad, here are a few tools in your digital marketing tool belt that made need sharpening:

• Understanding: Tailor your messaging to align with the emotions and values of your target community.

• Color: Choose a color palette that complements the motional tone you wish to convey without skewing your brand's message. Create a cohesive and resonant visual identity.

• Storytelling: Craft narratives that evoke feelings. Whether it be empathy or humor, be sure to connect with personal experiences to humanize your brand.

• Community Building: Foster a sense of belonging by creating a community around your brand. Encourage interaction, user-generated content, and discussions to strengthen emotional bonds.

• Clear CTA's: Clearly communicate a call-to-action that aligns with your invoked emotions. Encourage your audience to make a purchase, subscribe, or share your content.

• An Image: Showcase a vision or lifestyle that aligns with the aspirations of your audience, projecting and ideal image that resonates emotionally.

Emotional marketing is a powerful strategy that will help your brand meaningful connections. When you are intentional about creating a positive first impression, motivating meaningful action, and employing key strategies, your brand will stand out in a saturated market.

In a world inundated with marketing messages, the ability to connect emotionally is what sets brands apart.