People are sentient beings. We constantly experience some emotions and this is what makes us stand out from the rest of the living world. We worry, rejoice, feel sad, cry, worry, hope, get angry, etc. A normal healthy person cannot influence the appearance of these feelings, which is why marketing based on them is so effective. How to use emotions in marketing? How exactly can they be useful?
Affect the first impression of a product
Just as we evaluate strangers and form a first impression of a person, we also evaluate a product in an advertising message. If a person is well and expensively dressed, smells nice, is handsome and well-groomed, is friendly and nice, he will immediately win us over. So, the correct presentation of a product can influence its positive perception by consumers.
A simple example. You india email list watched two commercials one after the other: the first one described the product in detail, without any emotional component, and the second one made you empathize, laugh or feel sad. Probably, it is the second commercial that you will remember more.
The essence of emotional marketing
As already mentioned, to get the desired response, advertising must evoke a specific emotion. That is, it will be the basis, and the shell of this emotion must be invented by marketers.
Promotes decision making with the heart rather than the mind
Often, when planning a purchase, buyers compare several products. Everything is important here: price, characteristics, and reviews. And often the winner in this competition is the product that evokes some special feelings.
Let's remember the Dove ad. Its goal is to make women feel beautiful, gentle, unique. It evokes pleasant emotions in them, which ultimately stimulates sales growth.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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It has been proven that advertising campaigns based on emotional marketing are twice as effective as those based on bare facts about the product. People most often make purchasing decisions based on their feelings, rather than dry information about products.