" When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion " –Dale Carnegie
What comes to your mind when you hear the word "emotions" ?
You might now be thinking of different emotions and wondering what emotions have to do with business. The truth is emotions play an enormous role in how people make decisions – including buying decisions – in everyday life. Emotions are a BIG part of who we are and they influence the way we think and perceive things
Why are emotions vital for successful branding and marketing ?
According to Psychology Today, people react much better to the emotional parts of the ads compared to linear texts. Emotions are so powerful that they often influence people’s decision-making process. Emotional campaigns are more effective at attracting customers than rational campaigns as they appeal to people’s emotions. Emotions are the main reason consumers prefer one brand name over another. Developing an emotional connection with your buyers allows you to carve out a distinctive identity for yourself in the buyers’ minds
How To Make Use Of Emotions For Business ?
Emotional engagement with the customer is crucial for any marketing campaign.
Let’s look at some examples
In 2014, Airbnb created a campaign where storytelling was employed to form an emotional connection with potential customers. The ad revolved Carol, and how she was able to live a new life of possibilities through Airbnb. The ad conveyed a positive message and also made the customers get that sense of altruism – Use Airbnb to get a place to stay, and also help people like Carol.
Take the example of Zomato.
As part of their digital marketing strategy, Zomato engaged with the customers on an emotional level on various platforms during the lockdown period. Now the company is riding high on trust built with the customers during this long period. Emotional marketing is all about marketing efforts that tap into real human emotions to capture consumer attention and leave a lasting impression.
Positive Emotions = Long-Term ROI
Leveraging the power of emotions in your marketing can help your brand stand out and develop new connections with your audience. So, make your customers happy and you’ll win their business for life