Why Emotional Marketing Works


It is without doubt that emotion is an inseparable part of human nature. We feel things, from heartbreak pain to that startling jump scare in a movie, no matter how much we wish not to do so. This is one of the primary reasons why emotional marketing works, along with some others listed below.     

It creates strong first impressions.

What makes you remember a person the most right from your first meeting? 

Which one will impress you more: someone who talked about himself or someone that made you laugh or cry?

The answer is very clear right? 

It is proven that our first impressions of someone are made in just a few seconds of contact, and the same is true in the case of a product or brand. Instead of a bland advertisement that only delivers information about products, emotional marketing will help your brand stand out in the mind of customers.  

It helps people make decisions with their hearts.

Let’s be honest and think back to your biggest purchases: which factor pushed you to make the buying decision? Was it low price, or good reviews? Or did you buy them just because it made you feel good?

Many studies have presented evidence that emotions, rather than information, can have greater influences on people’s intent and decision to buy. Of the 1,400 successful advertising campaigns observed, the ones that had purely emotional content performed twice as well as those of only rational content, with 31% and 16% respectively.

Dove is a great example of building their marketing strategy around emotions, whose commercials always focus on making women feel beautiful and inclusive. They successfully communicate the emotional values of their products: acceptance, serenity, optimism and self-love. 

Emotional marketing guides people’s hearts to make decisions, which is a lot more effective than persuading their minds. 


It helps your business grow.

Emotional marketing is not only a powerful tool to elicit purchases, but can also stimulate other behaviors of customers that can help your business or brand grow even more.

Here are some examples:

1. We want to share joy

Researches have shown that positive content actually spreads faster on social media than any other types of content. This is quite similar to the ‘social smile’ phenomenon in infancy, where babies reciprocate a smile in order to engage others. When we feel happy, we also have the tendency to share the related content, and this sharing reaction will lead to a huge increase in your brand awareness. 

2. We empathize with pain

Why do charitable organizations always feature sad photos and stories on their websites when asking for donations? Because sadness motivates us to act and help others. Empathy leads to altruism and fiscal giving, and sadness also makes customers feel more connected with your brand story.  

3. We turn to what’s comfortable when in fear

Marketers usually are afraid to include fear in their campaigns as customers might associate negative feelings with the brand, but this isn’t true. The fact is surprise and fear make people cling more to what’s familiar and comfortable, and in this case it is your brand. In short, fear, used in the right way, can actually help increase your brand loyalty.   

4. We react strongly to anger and passion

Like joy, emotions such as anger and passion encourage people to share the content just as much or even more. For instance, videos on the Internet about political issues or local injustice always have tons of views and comments. These emotions can earn a great deal of virality and loyal followers for your content.

Reference source Hubspot

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