The Social Observer

The Social Media Marketing Blog by SNHU Students

Hitting The Heart Strings

Emotions are an extreme force. Emotional marketing is the use of persuasive messages that hit human emotions to form a connection with your target audience. Usually, when using emotional marketing, you are attempting to hit one single emotion, rather than a mix. You want to target the influence decision-making emotion that will allow the audience to take the desired action.

By pulling on the heartstrings of your target audience, you are going to begin to create an emotional bond with your audience. You will begin to connect on a personal level. This will help instill a sense of loyalty with your customers and your products.

Emotional Appeal & Brand Loyalty

Earning loyalty from your target audience depends highly on an emotional connection.

You want your customers to:

  • Take your business seriously
  • Find ways to relate on a personal level
  • Continue to come back to your store

“This emotional connection needs to be nurtured through post-sale content and future interactions to get repeat sales and earn true brand loyalty. Keep focusing your marketing content on empathizing with your customers and tailoring your business to the customers’ expectations, and loyalty will come.”

Emotional Marketing & Small Businesses

Everybody has their buttons and those buttons usually are related to pain, risk, or an opportunity. In order to get someone to purchase your product or service, you must match the emotional level they are experiencing. As Guru Zig Ziglar once said: “Logic makes people think, and emotions make people act.”

Through the use of:

  1. Words
  2. Images
  3. Videos
  4. Other media

You will need to begin to find ways to connect with the certain emotion that you want your audience to feel when they see your brand.

  • Happy
  • Sad
  • Mad
  • Trust
  • Excitment

How people feel when they see your brand can determine the ultimate success of your products. If someone has a bad experience, they will have a negative (mad, sad, disappointed) mindset. They will knock your product to everyone around them.

In turn, if you are able to create an emotional connection to build the love between you and your customers and give them the best possible experience every single time, you are going to begin to increase your sales.

Category: Customer Experiences, Growth Strategies, Personal Branding