Emotional Marketing for Deep Engagement with Customers and Prospects
Did you know that every purchase decision is driven by any of the four basic emotions i.e. happiness, fear, sadness or anger? Businesses that use emotional connection to prioritize customer experience find that a greater emotional connection has positive implications for their bottom line.
In one study conducted across hundreds of brands and multiple categories, researchers found that connecting with customers at an emotional level was more effective than customer satisfaction when it came to maximizing customer value.
Emotionally engaged customers were found to offer twice the lifetime value as highly satisfied customers. When customers are emotionally connected, they buy more, are less sensitive to price changes, engage more with your communication and outreach and recommend you more.
So how do you leverage the power of emotions to reach out to and engage your target audience?
Leverage the emotion of fear
Fear of missing out (FOMO) is a thing. In fact, one study found that up to 69 percent of millennials experience FOMO with regards to events that their friends are attending.
Another study found that consumers felt a greater connection with a brand after watching a scary film than those who watched happy or sad films. Fear, and specifically fear of being the odd one out, can trigger greater feelings of attachment toward a brand. A few ways of leveraging fear in marketing include:
- Putting a time limit on an offer to get people on board faster
- Hinting to prospects that they are missing out on a great opportunity
- Showing the number of people who are already using your product
Use happiness to initiate quick action
Happiness has been found to be key driver behind social media sharing. Jonah Beger, author of Contagious: Why Things Catch On found that the most shared articles out of 7,000 articles published in the New York Times were those that had a positive spin.
When leveraging the emotion of happiness to connect with customers, your goal should be to keep the message compelling and simple to loop people in. You can do this by:
- Using bright and compelling visuals for ads
- Providing exciting offers to your target audience; for example discounts and freebies
- Showing how your product brings happiness/joy to users
Curiosity can be a trigger for any of the four basic emotions. Whichever emotion it triggers, curiosity drives people to want to know more, to stick around a little longer, to dig deeper and to give it a chance. It is during this time that smart marketers leverage the window of opportunity to solicit a transaction or nudge a user toward a specific action.
Curiosity works so well because it taps into people’s inclination to discover the answers behind the curtain. So, to create curiosity, ask a fascinating question or tell a compelling story without giving away too much and let your audience find the answers or connect the dots by clicking on the link or the call to action button.
Getting people to act on the curiosity gap is best done free especially when you are dealing with a cold audience. With a more familiar audience, you could ask for something in return, for example their email address, for access to the rest of the story or the answer to a question.
Effective emotional marketing taps into consumers’ fundamental motivations and meets their deepest emotional needs such as a desire to succeed in life, to feel secure or experience a sense of belonging. Engage these desires for sustainable business, brand loyalty and financial rewards for your business.
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Thank you for visiting our website, we hope to see you again!Mike Conkey