What is emotional marketing and its most effective strategies?

 In fact, emotional marketing is no stranger to all of us! Most of us, even once before, felt an urgent desire to buy a product or service after seeing an advertisement for it, without any good reason or without any justification for this feeling.

In fact, you are not the only one who goes through this process, as many people make similar decisions on a daily basis, as humans we are emotional beings by nature.

And for you as the owner of a specific product or service that you want to increase your sales; You must employ emotional marketing correctly and appropriately for what you offer, in order to obtain a greater number of sales.

In this article, we will cover all aspects of emotional marketing, its effectiveness, and ways to use it in different business models, so follow us.

What is emotional marketing

Through the previous lines, you may have formed a general idea of what emotional marketing is, and it is not a complex topic that is difficult to understand, but rather it is very simple.

It is persuading customers to buy what you offer through emotion, and this method differs somewhat from modern marketing methods, as it has been used since ancient times and with all categories of people.

Emotional marketing is used by creating an emotional connection with customers through several feelings that can drive them to buy immediately, without thinking about whether they really need it or not.

And those feelings differ from each other, it can be positive or negative feelings, as it could be the fear of not having the product available in the future when they need it, or their desire to appear as if they belong to a certain class or class of society.

On the other hand, it could be out of trust between them and you, or because they want someone to benefit from that purchase, and we will mention all the feelings that you can use in emotional marketing in detail at a future point.

Emotional marketing not only gives you more sales, but also helps you spread and build trust between you and more users, which will benefit you in the long run as well.

Most Effective Emotional Marketing Strategies

There are some emotional marketing strategies that stimulate specific feelings to drive customers to buy and increase sales, which have proven effective according to marketing experts, which we will talk about in the next points.

But you need to know how to use those feelings in your advertising, as the appropriate method varies greatly from product to product.

For example, there are some entertainment products that do not have a real need for the consumer, which are often marketed through certain methods such as belonging to a specific category or serving the pride of the potential customer in one way or another.

The form of advertising and the way it is presented is also very important during the marketing process, as using images, colors and words unconsciously can change the purpose of the entire marketing process and the target group.

Before we proceed to mention the emotional marketing strategies that influence customer decisions; First you have to know a few things about your brand.

Which is that it must be attractive to the target audience, in everything, whether in colors, words, method of presentation, or others, and you can define it in the best way by looking at the audience you target.

For example, restaurants often use colors such as yellow and red a lot in their advertising, because they have an effect in one way or another on increasing hunger.

Given the category you target, its tendencies, age, and the advertisements of companies similar to you, you will come up with the optimal result that attracts new customers to your product, and in the coming lines we will present to you the best ways to do this, and the feelings that you have to use to influence customers.

Also read: Colors in marketing: their importance and how to choose them according to psychology

1. Fear of losing

Fear of loss comes at the top of the list of the best and most effective emotional marketing strategies. Fear is one of the most important decision-making emotions in our lives. You see students studying before an exam for fear of failing, and you see employees going to work on schedule for fear of deducting their salaries.

Therefore, that emotion must be present mainly in your marketing strategy, whatever you offer, and that emotion can be employed in more than one way, depending on the nature of your product or service.

The first and most common of these methods is to put a discount for a specific time on what you offer to make customers afraid of losing this discount, and this strategy appears clearly in the Black Friday discounts, where people buy a lot of things that they do not need for fear of losing the discount that exists during that period.

You can also be afraid of losing the entire product, not just the discount. By classifying the product as available in limited quantity, or as it is about to run out, it will encourage many to buy it for fear of losing it.

This is what many online stores do, as they write that the remaining copies of some products are limited to encourage buyers to acquire them as soon as possible.

Fear can also be used in another way. It explains the damages that will accrue to the user if he does not buy the product or if he buys it from another place, by emphasizing the consequences that will accrue to him for making this decision.

The clearest example of this method is the trainers who run the training programmes, where they fear the clients of the bad results that will accrue to them and their health after participating with the other trainers.

It is also used by some companies, such as those specialized in the manufacture of masks, helmets, and other types of condoms, as they exploit people’s fear of serious diseases and injuries in their advertisements in order to increase their sales.

And you have to be careful while using this method, as people usually do not like threats, so whatever method you choose, you have to pass it to the minds of your customers in a smart and varied way by using words such as “for a limited time”, “do not miss the opportunity”, “exclusive offer”, “ Until stock lasts” and others.

2. The greed for more

Permeated

The word “free” is magically used in advertisements and in sales in general, and it is the main axis on which this method depends, as you will have to make the buyer think that he is getting a good deal, regardless of whether that is true or not.

This method also has many methods of use, such as giving free shipping if the value of purchases exceeds a certain amount, which is what most online stores follow in all fields.

You can also give them a special discount after a certain number of purchases, or after accumulating a certain number of points from sharing your product among their acquaintances, which will also help in increasing your reputation along with your sales.

Or you can even offer a complementary product as a free gift on the purchase of the original product; Such as smart phones and their accessories, or even related courses and services.

In this type, you have to be aware of the goods that your customers need in order to be able to get the best results from them.

And you should focus on the personal benefits that will accrue to the user from making the purchase, and use words such as “gift”, “free”, “exclusive”.

Also read: 12 ways to gain the trust and loyalty of your potential customers and increase sales

3. Jealousy of others

Humans compete with each other all the time, and always try to appear in a distinctive way that attracts their attention, which is what this strategy depends on, as the focus will be on customers' pride and their desire to appear and stand out.

In this emotional marketing strategy, you will have to work on showing the competitive advantage that the customer will take from purchasing your product. In advertisements for residential units and real estate, for example, you will always find them insisting on making the purchase process related to belonging to certain categories more than showing the real advantages that characterize their real estate.

There are many other products that work in this way, which are often associated with large and expensive brands, but this method can still be used in other ways.

It is by providing additional value in your product; So that it has an advantage over your competitors' products, allowing your buyer to stand out from other buyers.

Of course, that value in this case will not be discounts, gifts, or things like that, as it is the opposite of what this method implies in the first place.

Rather, it will be in the form of the product, the materials used in its manufacture, the effort and the period in which it was manufactured, and these are the things that people brag about to each other and for which they are willing to pay a lot of money. He owns a product with his name on it.

By determining the method that best suits your business model and the commodity you sell, and using words such as “special”, “distinguished”, “the best” and other similar words in your marketing campaign, you will reach a satisfactory result from that method.

Also Read: The 9 Psychological Pricing Strategies To Double Your Sales

4. Belonging to a particular milieu

It is one of the easiest feelings you can use in emotional marketing, as we see all the people around us always trying to belong to a certain group of people. Like fans of a certain soccer team, a TV series, or even a certain type of music and art.

Which makes exploiting these feelings of belonging very easy and highly profitable, as you certainly hear about the large sums spent by followers of a certain soccer star in buying his sports products.

And your strategy in that way will be very easy and does not require much effort. Whatever the above, you must work to provide it in a way that is appropriate for those who belong to a particular thing.

If you sell notebooks, you will have to provide them in forms commensurate with that category, whether by placing pictures of their pioneers, signs that distinguish them, or even a famous saying associated with them.

This method is not limited to targeting fans only, but it can also target people who share one goal; Like losing weight, being environmentally friendly, or going vegetarian.

Providing products that fit into these categories will also bring you a lot of benefit, whether they are products that have a real impact on what they believe in.

For example, in the example of preserving the environment, it is possible to provide equipment that does not have a negative impact on the environment, and it is also possible to provide other products such as clothes and notebooks that carry sentences that support that idea.

5. Altruism

Of course, this method is not compared to the other methods we mentioned above, but it is still one of the methods that you can use to attract certain groups of users.

This method depends simply on the fact that the purchase process will not only benefit the buyer, but will also benefit someone else at the same time, which will place a moral responsibility on the buyer.

This method can be employed in several ways, the first of which is to let the customer know the extent of benefit and support that will accrue to you from the purchase decision that he will make, and the great influence that he can make only by buying from you and ignoring competitors.

And you can do this in many ways, such as mentioning the benefit that will accrue to those in charge of the work, the extent of development that they will be able to do, and the overwhelming happiness that will follow them after the purchase process.

You can also not make the benefit tied to a specific person or place, by linking the purchase to the public interest.

For example, you can indicate that your brand provides a certain percentage of assistance for each purchase, or that after each purchase a new tree is planted that contributes to preserving the environment, and your marketing campaign should contain words such as “responsibility”, “help”, “ improvement”, “utility” and others.

Of course, here your campaign must be based on reality and not just words to deceive the buyer, as we never encourage deceiving the customer in any way.

6. Smart Decision Making (Showing Consequences)

Using the empathy marketing strategy is similar

These are closely related to the fear of loss we mentioned before, but they will differ in the context in which they will be used in the marketing process.

Instead of scaring your customers of the opportunity they will miss if they don't buy your product, in this method you will do the opposite, proving the importance of your product or service in their lives and showing the consequences of not buying alike through some strategies.

The first is to remind them of the past mistakes that they often made by not buying a product or commodity that they desperately needed because they were not aware of that at that time, or that the time when the commodity was offered to them is the best time they could buy it before it increases in value or ends. markets.

And you have to insist that not making a purchase decision now will make them suffer in the future when they need the product and can't find it, which is what cybersecurity marketers use a lot to win more customers.

And you have to increase the use of some words in this method, such as “regret”, “missing the opportunity”, “it will not be repeated” and other similar words.

Also read: Tips to increase sales (10 great tips that will double your sales)

7. Use confidence

This strategy is one of the most used emotional marketing strategies in advertising, as you have certainly seen many ads that promote themselves as a reliable source, or that they have a long history in the field that spans decades.

This method also has a good impression on people for several reasons, the most important of which is that it is demonstrable, as you can easily display ratings and reviews of your former customers and their opinions about the service or commodity that you provide.

And you can use it in several different ways, the first of which is to build trust between you and the customers from the ground up, which is simply to commit to the sales process smoothly and without any additional costs or unwanted delays.

And you should use customers who have already bought from you to promote your product more, as many people are suspicious of buying anything from a place they know nothing about and do not see any reviews for it.

Trust is not limited to that only, but it is also linked to experience to a large extent. Presenting your service as a result of long experience in the field in which you work will make you distinct from a large segment of the same service providers, and you should focus in this type on words such as “trust”. Safety, Experience.

Conclusion

Using emotional marketing thoughtfully in your marketing campaign and in promoting your product in general is no longer a luxury now. Given the competitive environment that fills all markets, you will have to provide additional value to your customers in order to increase your sales.

Emotional marketing has many different methods, all aimed at increasing your sales and persuading the largest number of people to buy from you.

In this article, we have provided you with many effective and different methods that you can easily apply to your business model, and get more customers and purchases.