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What does emotion have to do with creating loyal, enthusiastic customers?<\/p>\n
Everything.<\/p>\n
To turn casual customers into more powerful brand ambassadors, you need to give them a compelling, emotional reason to invest in your brand<\/a>.<\/p>\n When you leverage emotional marketing to connect with customers, you reach those customers on a meaningful level. That crucial emotional connection stays in a customer’s mind long after the purchase.<\/p>\n There are six important types of emotional appeals:<\/p>\n Let’s look at what makes emotional marketing so powerful and how you can use marketing psychology<\/a> to connect with more prospective customers, create more loyal customers, and increase sales<\/a>.<\/p>\n Emotional marketing is marketing and advertising that primarily uses emotional appeals to make your customers and prospective customers notice, remember, share, and buy your company’s products or services.<\/p>\n For example, there’s an intricate psychology<\/a> involved in designing memorable, unique custom business logos<\/a>. Similarly, emotions<\/a> play a crucial role in product packaging design<\/a>.<\/p>\n Even the name of your business<\/a> plays an important role in creating emotional reactions<\/a> in your customers and prospective customers.<\/p>\n There are many different emotions but the eight primary ones are anger, fear, sadness, disgust, surprise, anticipation, trust, and joy.<\/p>\n Robert Plutchik’s psychoevolutionary theory of emotion illustrates different emotions through a “wheel of emotions”.<\/p>\n Studies show<\/a> that powerful memories come from intense emotional experiences.<\/p>\n Marketing efforts that tap into those memories access intense emotions. Those emotions are often responsible for that pricey purchase made on a whim.<\/p>\n The emotional content in advertising is far more influential than its informative content.\u00a0David Frenay, Co-Founder at Emolytics,\u00a0writes<\/a>:<\/p>\n Thanks to many millennia of evolution at work, our emotional responses are so intuitive and deeply ingrained into our brains that we instinctively \u201creact\u201d before thinking or rationalizing a decision. We often don\u2019t recognize how irrational many of our decisions are. And if asked, many people will insist that they favor logic over emotion.<\/p><\/blockquote>\n The Institute of Practitioners in Advertising (IPA) looked at\u00a01,400 case studies<\/a>\u00a0from the past three decades to explore what types of advertising campaigns were the most effective.<\/p>\n IPA compared the effectiveness of persuasive advertising that focused on making an emotional appeal and advertisements that focused on information and logic-based arguments.<\/p>\n The marketing with emotional content was twice as successful as the marketing using the informative content.<\/p>\n\n
What is Emotional Marketing?<\/h2>\n
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<\/a><\/p>\nDoes emotional marketing\u00a0 influence what we buy?<\/h2>\n