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Emotional Marketing: how to gain 

your client’s trust 

Emotional Marketing: how to gain your client’s trust 

Nowadays it’s becoming more and more evident that we are living in a busy marketing world. Therefore, it is important to understand how to make sure that your company is successful and stands out among the competition. 

An effective solution could be focusing on the component which is often responsible for the client’s purchase decision – the emotion. This is due to the fact that people often decide with their hearts, which actually has more influence than their minds. 

This is the principle which is at the root of the Emotional Marketing. This expression refers to marketing and advertising actions that use emotions to attract audience and increase potential sales. Indeed, Emotional Marketing has the power to link audiences with brands, focusing on a personal and human connection in a personal, and human way. This strategy is made easier thanks to the new media channels, and platforms which ensure that people can easily access brand information. 

But what kind of emotions result to be effective in Emotional Marketing? 

First of all, it has been proved that positive emotions are more likely to convince us to take action than negative feelings. This means brands can improve their success and exposure by using words or contents that appeal to the “happy” part of the brain. 

Let’s analyse some of the most common emotions and their effects on Brand Awareness: 

  • Happiness makes us share and sharing leads to increased brand awareness. Studies show that good news and positive content spreads faster on social media than any other type of content, thus leading us to share any content that made us smile. 
  • Sadness makes us empathise and connect. Feelings of sadness inspire us to act and help people, which typically manifests in fiscal giving. 
  • Surprise and fear make us rely on what’s comfortable, leading to increased brand loyalty 
  • Like happiness, strong emotions like anger and passion inspire people to share content and make it viral and virality increases views. 
Emotional Marketing Strategies 

Here we show the main ways to boost your business using emotion. Of course, they can be combined to be more effective. 

1. Get to know your audience. 

This is a fundamental step for every kind of marketing. You need to know your audience in order to understand what their desires and expectations are. 

Before deciding which emotion you want to relate to your brand, you should conduct some serious target audience research. This will better guide your marketing decisions and save you precious time and resources. 

2. The power of colours 

It is well known that colour and emotion are closely tied. 

According to a famous theory, called Colour Psychology, colour is responsible for evoking emotion. A wide variety of businesses and organizations use it to better communicate with their potential clients. Therefore, you should identify the emotions you want to convey and understand which colours are the most appropriate to do it. 

3. Tell a story 

Storytelling is a powerful way to connect with your audience. Whether through sadness, anger, passion, or excitement, stories are easily relatable and shareable, regardless of the type of your audience. 

4. Create a sense of community 

Using emotional marketing to establish a sense of community around your brand has some beneficial consequences on your audience. Indeed, it keeps people following what the crowd is doing. This arises some important feelings such as acceptance and excitement, which can generate a sense of loyalty to your brand. 

5. Convey aspiration 

The process of feeling inspired definitely triggers many emotions: enthusiasm, joy, excitement, hope … Aspirational campaigns are powerful because they focus on a dream or goal that your audience finds challenging to reach. To successfully use aspiration as a marketing strategy, businesses should understand how their product or service helps their clients reach those dreams and goals. 

6. Create an ideal image or feeling 

Sometimes, it is also useful to arise emotions that we are not currently feeling but we’d like to feel. That’s the objective of creating an ideal image through your marketing strategy. A good Emotional Marketing strategy uses emotions to convince consumers that your product is not only the best solution, but that you can also feel great purchasing it.