One of the ways a business can develop its brand is to pull at the emotions of their audience. Emotional marketing is the process of using various words, colours and images to stimulate certain emotions in your audience.
A business that has an emotional marketing strategy to communicate with its customers can build long-lasting and mutually beneficial relationships that last for years.
The Influence Of Emotional Marketing
If you can make prospective customers feel something it will lead them to making a purchase. People buy with their emotions and then justify that decision with logic.
These emotions could be trust, joy, anticipation, sadness, fear,surprise, anger, or disgust.
Each emotion has various stages and strengths. The key is that each audience has their own trigger words that will stimulate certain emotions, and those emotions will trigger various actions for that particular audience. You don’t have to spend millions on TV ads to get an emotional response from your audience.
Here are some simple ways to use emotional marketing in your business.
Research Your Audience
The more research you do into the hopes and fears of your target audience, the more you’ll be able to connect with them and the more they will come to trust you. When you learn something about your audience, adjust your marketing messages accordingly.
Look After Your Existing Customers
Too often business owners concentrate on getting new customers. But what about the customers you already have? It costs 6 to 7 times more to get a new customer than keep an existing one. Surprise your existing customers by doing something special for them. Give them a discount, or an exclusive freebie, or something else that connects them to you in a special way.
Show That You’re Human
No one wants to feel as if they’re communicating with a robot or someone who is not real. Add a little happiness into your communications when it’s appropriate. Don’t be afraid to include a little humor in your social media posts, emails and even sales pages. This shows that you’re human and a real person.
Be Responsive
Respond to your customers quickly if they have a problem. Even though you think that they might be angry or upset with your business, you’ll be judged on how you respond to their problem. Provide as many different ways as you can for your audience to contact you. Explain to your audience at each method how long they can expect to wait for a response. Then follow up and do what you said you’d do.