How to Use Emotional Targeting to Win Over Customers
Why do you remember some advertisements with vivid clarity while the thousands of others you encounter on a daily basis are instantly forgotten? It’s not complex science or some sort of voodoo magic employed by successful brands to entrance their audience (if only it were that easy). The answer is much simpler: emotional targeting.
Emotional targeting offers marketers the opportunity to engage with customers in a way that achieves near immediate loyalty and leaves a permanent impression of your brand. It’s why a commercial that made you tear up or double over with laughter is filed in your memory for several years—along with the name of the brand that created it.
Today, we’re going to take a look at three of the most powerful emotions you can tap into to achieve immediate engagement.
Few things in life are as sweet as unbridled joy. And equating this emotion with your brand can most certainly drive recognition. Whether it’s an ad that evokes excitement over a new offer or shares a hopeful sentiment to brighten a prospect’s day, when your audience feels the warm fuzzies, they’ll undoubtedly feel compelled to pass it on. In fact, studies show, people are more likely to share positive content.
You don’t need to make your audience weep with sorrow to tap into this emotion. Instead, opt for sweet sentimental. Take, for example, this commercial from Publix supermarket that makes use of familiarity and ends on a positive note. More often than not, a relatable story that tugs at the heart strings also inspires action.
Laughter is a powerful reaction that increases the production of endorphins and helps reduce stress. Using humor in your marketing can offer your audience a reprieve from the dull messages filling their inboxes, grab their attention and keep them coming back for more. Don’t be afraid to throw in a line of playful quip into email copy—but steer clear of lewd or offensive jokes that could land your brand in hot water.
Overall, the best way to appeal to your audience’s emotions is to be authentic. Make an effort to get to know your subscribers through data, and tailor your message to their wants, needs and behaviors. By combining personalization with emotional targeting, you can make a lasting impact on each and every prospect and customer.
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