Humans will almost always rely on emotions to some extent when making important decisions. Try to think of the few moments you haven’t and compare that to the many times you did. Remember those shoes you knew you didn’t need but bought anyway? Or have you ever tried to convince someone to take your side in an argument using sound logic and reason, only to discover they remained unconvinced – completely illogically?
Emotions will always be a big part in our decision making process, no matter how much we try to deny it. This means that emotions play a big role in driving purchasing behaviours as well. Consumers may think they’re being savvy with brand and price comparisons, when they’re really being controlled by their unconscious urges.
The only question left now is how to do it. How do we appeal to the buyers’ wants and needs? How do we capitalize on human emotions? Let’s look at some answers.
Before we give you the rundown on how to capitalize on emotions for your marketing strategy, take note of the four core feelings that you can focus your strategy on: happy, sad, afraid/surprised, and angry.
Now, let’s use these emotions to our advantage.
1. Impactful Headlines
Headlines that feature emotions pack a punch. BuzzSumo analyzed millions of headlines and found that emotional phrases were consistently successful on Facebook. Phrases like “make you cry,” “give you goosebumps,” “can’t stop laughing” and “melt your heart” were all among the top performing words.
Next time you’re writing a headline, try using language that will indicate the emotion your audience will feel.
2. Make it Funny
We all love a little laugh. Let’s face it, some of the most viral commercials are the funny ones. They bring out positive energy that makes people feel good.
Feel good = more shares and more recognition.
3. Be Mysterious!
The majority of the people online like it when they stumble upon something with the “wow” factor. They like it when a product evokes their curiosity. It makes people want to know more about a brand and a product.
Always remember not to give all of the information away in a single ad or post. No one will reach out to you if they think they know the whole story.
Pictures paint a thousand words. Different images evoke different emotions in different people. Seeing a picture that elicits an emotion can release hormones that we have no control over.
Always try to make your customers feel good. We already know that emotions dictate most of our purchases, so why not elicit happy ones?
The right image can have a huge impact on your sales. Always keep that in mind when choosing pictures you want to use for your brand. People want to feel good when they’re spending their money – do them (and yourself) a favor and make them feel happy when they’re done purchasing.
Always try to convey a good message, consumers also like it when they connect with a brand or when a brand’s beliefs align with their own.