How to use emotions in marketing: 15 cases

Emotions significantly influence people’s judgments and decisions. This is why the emotional response to the experience of interaction with the company largely determines whether the consumer will become a loyal customer. In today’s article, we have collected 15 cases from brands that know how to use emotions in marketing 100%.

The company needs to focus on the emotions of clients

There are three main components of a customer experience: success, effort, and emotion.
According to a study by Temkin Group, it is emotions that most influence customer loyalty. However, many companies still ignore this fact.

This approach is a relic of the past. Current research in the fields of neurology, behavioral Economics, and experimental psychology shows that emotions are at the heart of decision-making and judgment, so they play a crucial role in the customer experience of interacting with brands.

To help you evoke positive emotions in your customers, we have collected 25 best practices from four areas:

1. Focus on awakening certain emotions
In design, you should not rely only on categories such as positive and negative emotions. The company should clearly articulate what is relevant to the brand and points of contact feelings they want to arouse consumers.

2. Include emotions in your clients ‘ travel maps
For each point of contact on the map, determine what emotions your customers are already experiencing and what you want them to feel. Then focus on filling in the gaps between them.

3. Finish on the rise
When people evaluate the brand experience, they pay more attention to its peak and completion.

4. Form communication in a positive way
According to a common cognitive distortion, people react differently to information, depending on its presentation. Therefore, if a company needs to report bad news, you should minimize its negative aspects and emphasize the positive aspects.

5. Prefer qualitative rather than quantitative research
You won’t be able to create an emotionally engaging experience until you learn about your target audience. To understand the attitudes, behaviors, motivations, and beliefs of clients, it is necessary to conduct qualitative research.

6. Create an enemy
The social groups with which people associate themselves have a great influence on their self-determination. At the same time, it is most effective to create groups that are set up against a single enemy.

7. Measure the effectiveness of using emotions
The metrics you select can tell you a lot about what is important to your organization. If you really want to make emotional connections with consumers, you need to constantly measure the effectiveness of your efforts.

8. Tell real customer stories
Companies should share real stories or photos of customers interacting with their product. This makes consumers feel important.

9. Tell us about your beliefs and stick to them
The company’s beliefs are an important part of its identity. If you betray them for financial gain, you risk losing the trust of consumers.

10. Develop a value-based communication style
The unique style of communication enlivens the company’s texts and its appeals to customers. It should be authentic, uniform, pleasant, and understandable.

11. Invite your clients to participate in charity events
According to research, companies that contribute to solving social and environmental problems are positively evaluated by 93% of consumers.

12. Use stories to Express your personality
Current stories significantly influence people, so companies should Express their identity through storytelling.

13. Use microtexts
Small portions of text with instructions also help companies Express their identity.

14. Find the common interests
Consumers become attached to people and groups that share their interests.

15. Create a sound identity
Companies can use audio branding (a unique audio logo, product sounds, brand theme, or voice) to Express their identity.

Awaken positive emotions in customers, anticipate their desires, build long-term relationships and you can not only increase the most important indicators, but also guarantee customer loyalty.