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Emotional marketing: Make your audience feel the story

CASTLE Blog
March 26, 2022 • Advertising | Marketing | Marketing agency | Marketing tips
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Contents:

Introduction

Fact-based marketing is a new term for an old phenomenon. It simply means that a marketer has to be fully aware of his client's audience. The information that is used to create an effective ad, using the fact-based method, is based only on facts.

Shouldn't I know my audience?

Of course, you have to understand what your customers want and need. However, it doesn't mean that bombing potential clients with facts only will help.

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The latest research shows that fact-based marketing works well only when it touches customers’ emotions. Emotional marketing is the best way to use a fact-based strategy, and don't lose the audience. Today we will cover the advantages of emotional storytelling, using facts the way they actually work. Let's also master the art of working with emotions. It is high time to start!

Emotional marketing: how to master it

Emotional marketing is based on persuading humans’ emotions. The theory is as old as the world, but it still works. An effective ad, according to emotional marketing, is the one that connects a customer to the product. When a product is advertised the way it provokes emotions, it simplifies the selling itself. People are similar, they feel the same emotions, face similar problems, and sure, they all want to solve them.

Have you heard the idea that we are not interested in the solution anymore? The process of coping with the issue became way more important. The emotions your audience feels when they see the ad, influence the sales.
According to many pieces of research, any strong emotion can help with attracting attention and selling a product. It doesn't mean whether you rely on anger, fear, or happiness. Any powerful emotion will work out. The main rule is to present the product the way it looks attractive.

What are the emotions to use in an ad?

The strongest emotions are:

  • Fear,
  • Anger,
  • Happiness.
  • Belonging,
  • Greed.
This quintet is successfully used in a lot of popular ads. Starting with BMW and finishing with Coca-Cola. Marketers have mastered the art of manipulating emotions, and it's actually good. Emotional ads are more memorable, selling, and creative.

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How to use emotional marketing for my benefit?

It is pretty simple. First, you are a human, so you feel all the same emotions your customers do. It means the key to creating a powerful emotional ad is in you. Understand what touches you first, then compare it to the product you are advertising. Is there any connection?

In any case, there are many ways of creating a positive image of a product via emotions. Clients will remember what they feel while watching the ad. Make them fear then offer a solution, and you win. Strong emotions always work.

Just remember that all the emotions you appeal to should be honest. The audience feels the lie, same as you do. That's why a good ad is a fair ad.

Benefits of relying on client's emotions

Emotions connect you to the audience. Among the best advantages of using emotions for advertising are:
  • You impress, so the audience won't forget the ad.
  • The ad covers more people, so you get more attention.
  • It makes the customers want to try the product.
  • It builds loyalty.
A good ad is a mix of facts and emotions. Only facts won't work, as people won't feel anything about them. However, just emotions are also a bad idea. They better go together with something your audience can check.
Personal branding should include the thing that stays untouchable over time. It can be your expertise or style, why not. A perfect example of personal branding is Steve Jobs and his powerful knowledge in contrast with casual clothing.
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TOP-7 hacks on using emotional storytelling

Facts and emotions mixed in a narrative amaze. Storytelling is a new trend that will stay with us for a long time. Maybe you've noticed that influencers do not post anything like “Good morning” stories or simple facts about their routine. They were the first who noticed that pure facts barely work.

Create a story, make your audience follow the narrative to watch the ad to the end. That is a good lifehack of creating a powerful ad in 2022.

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Choose the shared values
Use the value your audience shares. For example, if you are for women’s rights, play on it. Write a story, so people will retell it to others. It happened with a viral “Kotex” promo on the theme that is close to many women. They've shown that “Loving Yourself” is powerful. You can do the same.
Choose the shared values
Customers want to feel understood, so creating a narrative about their latest issues is the best idea. Same as Dove did when creating the “Reverse selfie” promo. They proved that girls of different shapes and features are beautiful, and it worked out. The ad went viral.
Help your audience
Demonstrate to them that you can actually solve their problems. Pretty often people are too tired to look for solutions, they want them to be ready for them. Give your audience the answers, and you will get loyal clients. A good example is the “Get back to what you love” ad by Google.
Demonstrate that you can relate
Clients will trust you if they see that you have the same experience and similar problems. So, show it to them. KitKat has launched the “Katapult” ad that shows that failing is fine. They have shown that no one is perfect and that imperfectness is 100% normal. There is nothing to be ashamed of. The video became popular and increased the company's sales.
Embrace their goals.
Create a story to show that you know the aims of your audience and that they can do it. Inspiration helps to sell. The “Best Day” commercial made by Nike coped with this goal.
Appreciate uniqueness
No one likes to look odd. But we actually feel different very often. Let people enjoy their individuality. And, they will help you to grow. A good example is the ad by Pepsi, “You're The One I Want”.

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Mix facts with emotions
The main rule is to always add some feeling to the fact you are sharing. Then, the audience will be amused and remember it. For instance, the ad by AXE “The new AXE effect”
Emotional videos often go viral. The audience requires the show. Give it to them, and stand out from the competition.

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