Emotions are a powerful tool that can be used to connect with customers and drive sales. When customers feel something, they are more likely to remember your brand and buy from you again.
We have all had embarrasing moments. When, I was in fourth grade when my shoes started to stink. It wasn't the usual kind of foot odor, either. It smelled like rotting fish guts. I tried everything to get rid of the smell, but nothing worked. I washed my feet every day, I put on deodorant, I even tried spraying my shoes with air freshener. But nothing worked. I am sure you can relate, right?
So often marketing focuses on the value proposition, the tagline, benefits and features, competitive comparisons, or the call to action. You can find alot of discussion even going as far as to consider the length of phrases, number of words, alliteration. Rarely, is their much discussion how powerful the emotional connection is with the target audience. We forget emotional selling completely and wonder why our marketing struggles.
Many can releate to foot odor being bad, but this was on another level. The teacher ordered my shoes off and put outside the classroom. My mom was called to the school, and I was so embarrassed. I trust you can feel the embarrasement I had, right? I just thought I had the worst case of foot odor in the world.
I am not the only one this happened to. It turned out that the off-brand tennis shoes my mom bought were made with fish glue. After that, my mom only bought genuine All-Star hightops for me. They were more expensive, but they didn't smell like rotting fish guts. And I looked fly for a fourth grader.
While my feet will not make front page news. My mom's desire to save money we also can relate too. Yet the experience, and the emotion justifies the higher costs of the All-Stars.
"When people laugh, cry or say “ahh” with you, you'll engage their attention, gain their trust, and get them to buy from you."
When people laugh, cry or say “ahh” with you, you'll engage their attention, gain their trust, and get them to buy from you. Stinky feet we all can relate to. Our brains recall the pungent smell of past sticky feet. My mom's desire to save money we also can relate too. Emotions can also influence our decisions and behavior because the are:
- Powerful. They can make us laugh, cry, feel angry, or feel happy. They can also trigger the senses as much as feelings.
- Contagious. When we see someone else expressing an emotion, it can trigger the same emotion in us.
- Memorable. We're more likely to remember something that made us feel something.
I still remember that day as one of the most embarrassing days of my life. But it also taught me a valuable lesson about buying shoes. And I'm glad that my mom was there to help me through it.
The 5 Keys of Emotional Connection
When you use emotions to connect with your audience, you'll build a strong foundation for business growth and brand loyality. Authenticity is essential to emotional connections. To effectively create emotional connection in marketing you need to remember these five key elements:- Tell honest stories about real people that are relatable.
- Laughter is contagious. Use humor to make people laugh.
- Warm hearts, warm minds. Tell the tender success story.
- People tend feel badly and think negatively, surprise them with good.
- Celebrates moments of appreciation and gratitude
Emotions are a powerful tool that can be used to connect with customers and drive sales. When you use emotions in your marketing, you create a connection with your customers and make them feel good. This makes them more likely to remember your brand and buy from you again.