The power of emotional selling

It’s easy to think of marketing as this rational, data-driven thing we do to drive demand. And sure, there’s definitely an element of that. But there’s also a side to marketing that’s driven by a response to feelings.

Some might dismiss emotions as fluffy and out of place in a rational business with serious objectives. But the truth is emotions play a significant role in the way people perceive and connect with brands and products.

I’m not suggesting we throw out all data and base marketing decisions on how we feel on any given day. But rather, that emotional selling is an incredibly powerful marketing tool. And if as marketers or business owners we ignore our audience’s emotions, we’re missing a substantial opportunity.

Building emotional connections between brands and customers

Consider your favourite brand. Why do you like it? What emotions do you associate with it? Maybe it’s a brand that you’ve been using for years, and it just feels familiar and comforting.

Or maybe it’s a brand that you associate with a particular lifestyle or an image you aspire to. Whatever the case may be, there are probably some pretty strong feelings wrapped up in your relationship with that brand.

My first pair of running shoes as a young long-distance athlete were from Nike. They were professionally fitted and lightweight. I could run the longest distances and I felt free in them. And although I didn’t realise it then, I was living the Nike Single Line Value Proposition. “Just do it”. The shoes made me feel I could run like a gazelle. I only ever won a few medals, but what mattered was I took part, did my best and had fun doing it.

Now, think about a brand that you dislike. Maybe it’s a brand you’ve had a bad experience with, or maybe it’s a brand you find annoying. What emotions do you associate with that brand? Maybe you feel frustrated, or irritated, or even angry.

For instance, my sister had a frustrating experience with the airline she flew with on a recent visit to Melbourne. The airline successfully lost her child’s stroller, which left her navigating the sticky summer heat with a clingy one-year-old. An experience a far cry from the airline’s membership name which alluded to happy travellers.

Even after 15 years, Nike remains my go-to running shoe, and my sister and I will forever remember the airline from last summer with doubt and scepticism.

The point is, emotions are a huge part of how we interact with brands. And if you tap into those emotions, you can establish a powerful connection with your audience.

Emotional marketing strategies for success

There’s a balance to be struck with emotional marketing strategies of course. Rational considerations should not be ignored. Behavioural marketing segmentation provides valuable data about the pains, desires, and fears of our target audience. This kind of information tells us what concrete information customers need when making decisions about what product to buy.

This could be data about the high risk of smoking if what you do is help clients overcome this habit. Or, it could be real life stories and testimonials who’ve tried your product or service and are happy to vouch for it.

Understanding your audience for effective emotional marketing

So, how do you go about balancing emotions and rational messaging?

It starts with understanding your audience:

• What are their pain points?
• What motivates them?
• What emotions do they associate with your industry or product category?

This will guide your messaging strategy enabling you to speak to both the emotional and rational sides of your audience.

The importance of storytelling in emotional marketing

Brand Storytelling is another piece of the puzzle. It allows you to tap into people’s emotions and create a sense of connection.

Whether you’re sharing the story of how your product came to be, or showcasing a customer success story, storytelling can effectively balance emotions and rational messaging.

Key takeaways on creating effective emotional marketing strategy that connects and drives results:

• Understand your audience: Take the time to identify their pain points, motivations, and the emotions customers associate with your industry or product. This understanding will guide your messaging strategy.
• Use emotions and rational messaging together: Find a balance between appealing to emotions and providing logical reasons why your product or service is worth their time and money.
• Use storytelling: Share stories about how your product came to be or highlight customer success stories that prove the quality and value of your product.
• Create a powerful connection: Tap into the emotions associated with your brand to bond with your audience. When people feel connected emotionally, they’re more likely to become loyal customers.
• Make your marketing resonate: Speak to your audience in a way that resonates with their emotions. Use the language, imagery, and messaging that align with the emotions and values they associate with your brand.

Embrace the power of emotions in your marketing

Emotions and rationale are a powerful combination. Use them to speak to your audience in a way that resonates. So go out there and get emotional with your marketing. And don’t forget to bring your rational side along for the ride.