We’d all like to believe we make important decisions using logic, but even this belief tells a story about emotion. In our society, we hold logic and reason as high values whereas being “emotional” is often delivered as an insult. We want to be seen as rational, and we don’t want our authority undermined by rumors of our sensitive feelings. In other words, we’re emotionally attached to appearing logical.
The truth of the matter is: we are all controlled by our emotions. Marketers who acknowledge the importance of emotion in decision making can capitalize on this tendency and create campaigns that connect with consumers.
The first step in connecting with your desired audience is understanding them. Demographics are a good place to start, but psychographics are at the core of effective emotional marketing. You need to understand what your target market believes, thinks, desires and fears in order to customize messaging that resonates emotionally. This requires extensive research into the intricate details of the lifestyles, interests and opinions of your target audience.
Emotional advertising has the power to transform the mundane into the memorable. A can of coffee becomes a trigger for holiday nostalgia. A car cruising smoothly along mountain roads becomes a call to action – seize the day! When brands develop a compelling, relatable narrative thread, consumers become spellbound by the story.
An effective marketing message reveals your brand’s values and benefits. A powerful marketing platform weaves those values and benefits into an epic account of the target audience’s goals and challenges. The brand itself becomes the magical helper on the consumer’s heroic journey.
Persuasive storytelling for a targeted audience can be further enhanced through thoughtful design. Colors, fonts and layout all add to the emotional power of an advertisement. Dramatic music can play on the audience’s emotions while using traditional media in inventive ways can disrupt the audience’s expectations. Brands can tailor their messaging across multiple platforms and to various segments to create a seamless experience that aligns with the emotional priming of the audience wherever they are on their buyers journey.
At Morgan & Co., we use cutting edge research tools to gain clarity on your brand’s target audiences. We delve deeply to determine what factors influence their decision-making, and we craft campaigns that trigger an emotional connection. More importantly, we follow up on campaigns with analysis and data-backed evaluation to ensure every marketing effort achieves its full potential.
If you need help building a campaign designed to pack an emotional punch, contact the experts at Morgan & Co.