Emotional Marketing - A Savvy Strategy

Yesterday’s blog post concluded that appealing to people’s emotions rather than their logic is a more effective strategy.  Emotional marketing strategies are commonly used by the more savvy among us whereas others may be unsure about how to effectively play on peoples emotions to improve sales.  This post will serve as a brief overview of the emotions that play a powerful part in our buying decisions.

  1. Self Improvement - The majority of purchases we make are geared towards self improvement.  This is the main emotion behind the success of some of the largest industries such as weight loss and fitness.
  2. Pride / Status - As we often buy for self improvement, the status that an object can bring is a big factor.  Fashionable clothes, for example, have no real benefit over their cheaper counterparts in terms of functionality.  However, the status they bring makes the inflated price tag seem justified.
  3. Security - Security is a blanket term and can apply to companionship, financial security, physical safety and social acceptance.  If your product can offer this in someway, it is a strong selling point.
  4. Achievement - The act of buying itself can create a sense of achievement.  However, in order to capitalise on this emotion, it is important to your customers’ goals.
  5. Power - Power or control is one of the most basic desires.  Almost all other emotions, including those above are related power.  However, our desire for power is often well masked and subtle approaches often work best when targeting this emotion.
  6. Love - Arguably the most powerful emotion of all and inextricably linked to all of the above emotions.

Keeping the above emotions in mind when creating your marketing campaigns will help you improve their effectiveness.  Where possible, try to relate the benefits of your products to these emotions rather than relying on your customer’s logic or rationality.  For example, when promoting weight loss, an ad that states “get in shape and look great” plays on these emotions more effectively than “our product outperforms leading competitors at a fraction of the cost”.  Of course, this is a crude example, but it illustrates the point.

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