Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. It shows a crying child being soothed by a loving parent. Nike doesn’t sell shoes based on the resilience of its soles. It shows athletes overcoming obstacles and achieving greatness.
Here are three ways you can tap into emotion in your marketing.
1. Think “simple” or “complex.”
Simple sales are those for which people can make quick, easy decisions based on numbers: This product is 10% cheaper than that one. That product offers 25% more longevity than the one I have. However, with complex decisions like financial, insurance, and medical products, emotion plays a much more significant role. What makes me feel safe? How can I best protect my family long-term? When writing your product copy, think about which category your products fall into.
2. Be authentic.
Nobody likes a phony. That includes customers. Honesty makes consumers feel connected and creates trust and respect for the brand. Consider Allstate Insurance. In its 30-second slice-of-life commercials, homeowners fall prey to their humanness by opening car doors into oncoming traffic or crashing into parking lot barriers because they’re looking at their children’s birthday balloons in the rearview mirror. We’ve all done it. It feels natural and familiar. Be honest, and make your brand something people can relate to.
3. Think beyond the sale.
Show an interest in your customers and prospects beyond the sale. Drop them tips and tricks that help them with everyday problems. Create emotional engagement that transcends the immediate need. Stanley Steemer does this well. It sends a high number of direct mail pieces and emails every year. While some of these pieces are designed to sell, cross-sell, and upsell, the majority are tips for various household cleaning projects. This is information people can use whether they end up purchasing Stanley Steemer services or not.
Emotion and brand connection sell. Maybe not right away, but over time. So be honest, be relatable, and invest in your customers long-term. It takes more effort, but it pays off in the long run.
