What’s emotional marketing? We use this term to describe marketing and advertising activities that generally use emotion to make a business’ audience notice, remember, share, and buy their products. Emotional marketing efforts are usually focused on one main emotion, like happiness or sadness, to trigger a consumer response.
In today’s fast-changing world, understanding consumer behavior is more than a necessity. Every decision your buyer makes consists of several conscious and subconscious emotional triggers. We get used to thinking of ourselves as rational and logical people. The truth is, we are slaves to emotion. As psychologists put it, people think second and feel first.
Knowledge of emotional marketing basics will let you take your sales to the next level. Moreover, understanding how to use the power of emotions will help you make unique content and stand out from your competitors.
So, if you are eager to learn more about using emotional marketing to promote your dropshipping store on Facebook, this is the article for you! Let’s figure it all out!
Why is emotional marketing so effective?
When you make an emotional connection with your audience, it’s incredibly easy to steer them to the desired outcome.
You’ve formed an emotional bond, however brief and fleeting, that makes them open to ideas and suggestions. It creates a certain level of trust that’s virtually impossible to achieve in any other way.
Here are the main advantages your business gets from emotional marketing:
- You become more memorable
When you make an emotional impact on your audience, your brand and your content sticks in their hearts and minds.
- Your content becomes more shareable
People love to share stories or things, especially if they trigger some emotional response from them, whether a good or a bad one. It’s just human nature.
- It influences purchasing decisions
In a dedicated study, 31% of emotionally charged ads and only 16% of rationally motivated ads turned out to be successful. Clearly, an emotional response to an ad can influence the viewers’ intent to make a purchase.
- It helps building customer loyalty and attracting brand advocates
Another study shows that customers who have an emotional relationship with a brand have a 306% higher lifetime value. Besides, 71% of them are likely to recommend the company, which is significantly higher than the average 45%. Therefore, when customers connect to you emotionally, they’ll reward you with their loyalty and advocacy.
Emotions and their effects on customers
Let’s look at the ways to use the core emotions to influence consumers’ decisions!
Joy is a positive emotion. When triggered, it stimulates people to take positive action such as sharing, for example.
Ads and promo campaigns often focus on joy and happiness to improve customer relationships. Thanks to them, you create a much deeper connection with your audience. Videos or photos of cute babies or animals have a great tendency to go viral because they elicit a positive response.
Happiness makes us share … and sharing leads to increased brand awareness. If bad news sells, then good news travels fast. Studies show that good news and positive content spreads faster on social media than any other type of content. This phenomenon isn’t unlike the “social smile” in infancy when babies reciprocate a smile. When someone is happy, we tend to mirror that emotion, which leads us to share any content that made us smile in the first place.
Many brands try to create an emotional connection with their customers based on sadness.
Sadness is a very strong emotion. A 2011 study showed that feeling sad (followed with feeling better!) can be motivating and action-inspiring. People with an altruistic impulse caused by sadness are often very generous.
Sadness brings people together for support and empathy, so statistics show that sad content often gets more clicks than positively charged content. You should not always use sadness as a promotion driver for your store, but still, this tactic can occasionally be used to attract more potential customers.
Fear is a primal emotion that marketers use to inspire a change. Appeals to fear are impactful, but they need to be used carefully. If these messages are too intense or harshly presented, they can backfire and cause a negative response sometimes. One reason for this is that people tend to avoid unpleasant or upsetting imagery.
Still, fear is motivating because we are biologically programmed to run from scary situations. Our bodies and minds compel us to act when we face fear-inducing things.
In marketing, you can illustrate a vivid threat and then offer viewers the way to escape it.
Anger is a contradictory emotion. Many companies are afraid to use this emotion in their advertising campaigns. This is not always reasonable, though: in the right circumstances, anger can have a powerful effect. Anger makes people act, and all this is due to the fact that such a bright emotion makes people stand up for justice or fight with a problem that bothers them. People do not like unpleasant emotions, so they will do everything to avoid them.
How to become a master of emotional marketing?
Every marketing strategy has its own rules and subtleties. Emotional marketing is no exception. It is based on the power of five. Read the following tips and use emotions in ads correctly to avoid hurting your customers’ feelings.
The power of understanding
It’s about an emotional connection. To touch the hearts of your potential customers, it is important to know them on an emotional level. Do they worry about something? What are they afraid of? How can you make them feel happy? You can get these insights from your previous advertising campaigns. If you don’t have such data, you should think about advertising strategies that will help you understand your audience better.
The power of story
Once you know your audience, you can use these informational details to create a story that resonates with your customers. The story should contain 5 main elements: character, setting, plot, conflict, and theme.
Stories that teach or encourage, inspire empathy, or evoke vivid positive emotions are the key to great engagement. People like to be involved in something, especially if it brings them pleasant impressions. A good emotional connection with your customers will lead to an increase in your sales.
The power of color
Don’t underestimate the power of color and design. As you know, color can have an emotional impact on people. Green and blue have a calming effect, purple, in turn, is associated with wealth and refinement, and red is quite contradictory as it can both show strength and passion, and at the same time, be scary. You can use this information to increase the impact of advertising on your potential customers.
The power of sincerity
Be careful when using emotional marketing. When connecting with your audience, keep in mind that it should be based on the true values of your brand. Otherwise, pretending can play a cruel joke on you. The audience feels when it is being cheated. Build your brand only on sincerity and honesty.
The power of feelings
Emotional marketing may seem complicated, but it’s not. We are all human beings and we all feel emotions. The main thing is to test your audience and understand what emotions you can use when creating content to get the greatest benefit. Don’t be afraid to use different types of emotions, so you can accurately analyze your audience and create content that will touch your potential customers on an emotional level.
Summing up emotional marketing
Using the principles of emotional marketing for your ads and content will directly affect the purchasing process of potential customers. It is often said that people buy emotionally and then justify their purchases logically. Now you know how to use it effectively in your dropshipping business promotion.
It doesn’t matter what emotion you choose: happiness, fear, anger, or sadness – the general message should resonate with the target audience of your dropshipping store. Each of the emotions outlined above will make a noticeable difference to your conversions. Don’t forget to provide enough information about your products. It can increase the chance of purchase enormously.
It’s essential to keep honesty and integrity as a priority. You should be ethical using emotional marketing instruments and care about your customers’ comfort.
Are you using emotional marketing techniques to promote your dropshipping store? You are kindly welcome to share your experience in the comments below!
Read about emotional marketing.