Did you know that campaigns with emotional content perform twice as well compared to campaigns with rational content? 

In a world brimming with choices, emotional advertising is a key tool that helps brands stand out by building an emotional connection between the brand and the consumers. 

An average consumer is exposed to 4,000 to 10,000 brand messages each day to persuade them to make a purchase.  These messages often appeal to logic, which operates under the general assumption that decision-making results from rational thought.

However, consumers can only recall less than 2 percent of those ads which makes proves appeal to logic ineffective, an appeal to emotion could perhaps get people to pay attention. 

With most of your competitors following the same advertising strategy, emotional appeal advertising can help you stand out. You may need to appeal to human emotion to connect with your audience.

So, if you want your consumers to truly remember you as a brand, this blog is for you. In this blog, you will explore how emotional appeal ads can improvise your marketing strategy, helping you gain more conversions. 

So, let’s get into it!

What is Emotional Marketing?

Emotional marketing seeks to establish connections between brands, people, and products by tapping into shared human emotions and experiences. It is a type of messaging that resonates with audiences’ aspirations, goals, passions, and fears and establishes a common ground between consumer and brand.

How do Brands Implement Emotional Advertising?

Making your audience feel a certain way is an effective way to engage audiences. However, it can be challenging to elicit specific emotions but many brands are now implementing ads that appeal to emotion most persuasively. Here is how they do it;

1. By understanding their Audience

Eliciting real emotion from someone without knowing who they are is almost impossible. For example, you can’t make a stranger on the street laugh by telling them a joke because you don’t know what their sense of humor is. The same rule applies to advertising. This is the reason why brands who are implementing emotional advertising know and understand who their target audience is to develop buyer personas.

Buyer personas help them pinpoint the needs,  fears, demographics, and desires of the various segments of their audience. If you know what their specific fears are, it becomes easier to tap into those emotions through ads.

2. Using Storytelling for an Emotional Connection

Storytelling is the key to engagement. Your audience needs a context to feel a lasting emotion. For example, seeing a picture of a baby might make people feel happy, but that feeling will be fleeting as they won’t know what they’re happy about. However, if you connect a story with that image or video to provide context, it will make a bigger impact.

3. By Being Authentic

Audiences are smart enough to differentiate between authentic and inauthentic companies. You need to be authentic as a brand and your advertisement should reflect that authenticity if you want to elicit authentic emotions from your audience.

Emotional advertising can be extremely effective when done right. This means using story branding and attraction marketing to ensure your audience connects emotionally with your brand.

Benefits of Emotional Marketing

Emotional marketing can help you earn brand loyalty, sales, and profitability. Here are some of the most common benefits of emotional marketing.

Enhance Brand Loyalty

Emotional marketing creates strong emotional connections between brands and consumers. People feel more connected to a brand that utilizes emotional marketing, thus causing them to repeatedly choose it over competitors.

Promote Brand Advocacy

Emotionally engaged customers become brand advocates. A good customer experience provokes them to willingly share their positive experiences leading to organic awareness and word-of-mouth recommendations.

Improve Customer Retention

Emotional engagement builds a sense of trust through advocacy and loyalty, leading to improved customer retention. When customers feel emotionally connected to a brand, they are more likely to purchase its services or products.

Increase Sales and Profitability

Emotional marketing campaigns drive sales. When consumers feel a deep emotional connection to a brand, they are more likely to purchase, resulting in increased sales and profitability.

Define Competitive Advantages

Emotional marketing can provide an advantage in a competitive marketplace. Brands that know how to effectively tap into their audience’s emotions create unique selling propositions and tend to stand out from competitors based on the emotional connections they offer.

Increase Customer Lifetime Value (CLV)

Emotionally engaged customers have a higher customer lifetime value. Their emotional connection results in long-term relationships with a brand, and higher revenue over time.

Conclusion

In conclusion, as consumers continue to reward genuine human connections with advocacy and loyalty, more and more brands and businesses are investing in emotional marketing strategies.

Strategies like social impact initiatives, personalization, and customer-centric messaging help build emotional connections. When brands speak about emotions, experiences, and connections they can appeal to people’s sense of place,  sense of self, and sense of tribe. 

There are different types of emotional appeals through which they can tap into motivating feelings like happiness, inspiration, and togetherness.

However, if you want to connect with your customers at a personal level, Hashe agency can help! We specialize in creating personally relevant experiences that drive curiosity,  trust, satisfaction, and joy between brands and their audiences. 

Reach out to us to learn how we can help you transcend the tug of heartstrings, and drive performance.