Emotions. They seem pretty straightforward and basic, yet we tend to avoid them. In fact, we've been trained and have worked really hard to avoid them. Generations of people grew up learning to be stoic and to avoid emotions, lest it makes them appear weak.
So, it's not surprising that emotional intelligence doesn’t come naturally, and most of us lack education in understanding our emotions. There is, however, significant power in being able to identify and name our feelings. This understanding shapes our thoughts and decisions and plays a crucial role in life, and invariably in marketing, influencing how we connect with customers on a deeper level. In this writing, we'll explore how to use the power of emotions to build genuine and effective relationships with buyers.
Emotions often stem from various underlying causes, and when they intensify, it indicates they are fueled by something deeper. If the goal is to connect authentically with people — there is value in finding situations where we can connect with our customers on a deeper level as they experience these emotions.
Let's explore a few key emotions that capture attention, influence decision-making, and create memorable experiences for the buyer. I'll play along with a few campaign ideas that could tap into these emotions for a particular business scenario.
Seven key emotions
Happiness
What is it: A state of joy, contentment, and satisfaction with life's moments and achievements.
Where you may find it: Discovering a solution that significantly simplifies daily tasks, saving time and money.
"Effortless Wins" - Real-life stories where businesses transform tedious tasks into triumphant wins, emphasizing the joy and satisfaction of saving time and money effortlessly with the product.
Anger
What it is: A feeling that emerges when we perceive an injustice or obstacle to our goals or well-being.
Where you may find it: Experiencing frustration due to unmet expectations or subpar customer service.
"We Hear You" - Inviting customers to share their honest experiences. Use this feedback to demonstrate changes and improvements made in real-time. Highlight how seriously you take customer satisfaction by showing actionable steps taken to address and rectify issues, emphasizing a commitment to excellence.
Nostalgia
What it is: A sentimental longing or wistful affection for the past, often for a period or place with happy personal associations.
Where you may find it: Upgrading from a beloved legacy system to a modern solution.
“Yesterday meets Tomorrow” - Honors the past while looking forward to the future. Use stories that highlight how your solution incorporates the best elements of what users loved about their old systems, enhanced with new technology and features. This can help ease the transition, showing respect for the legacy while providing excitement about the new possibilities.
Sadness
What it is: An emotional state characterized by feelings of disadvantage, loss, and helplessness.
Where you may find it: The disappointment of having to scale back plans or cancel projects due to budget constraints.
"Turning Points" - Stories of resilience where the product helped businesses pivot and thrive during tough times, highlighting opportunities for growth even in adversity. Offer resources, budget-friendly options, or scalable solutions that allow prospects to achieve their goals without overextending financially. Show your company as a partner that supports their vision, regardless of budget size.
Fear
What it is: An unpleasant emotion caused by the threat of danger, pain, or harm, often leading to anxiety or apprehension about future uncertainties.
Where you may find it: The fear of making the wrong decision in choosing a solution that could impact the business negatively.
“Confidence in Every Decision” - Centers on empowering decision-makers with confidence through education, testimonials, and data-backed results. Highlight how the product minimizes risk and maximizes outcomes, reassuring prospects that they're making the right choice.
Awe
What it is: An emotion variously combining veneration, wonder, and dread, inspired by what is grand, sublime, extremely powerful, or the like.
Where you may find it: Witnessing the capabilities of new technology that exceeds expectations.
"Beyond Boundaries" - A visual showcase of the product's most impressive achievements, highlighting its ability to break barriers and achieve the seemingly impossible. Use real-world examples to illustrate how the product enables businesses to achieve what was previously thought impossible.
Aspiration
What it is: A strong desire, longing, or aim; ambition: a goal or objective that is strongly desired.
Where you may find it: The ambition to grow and achieve more than current resources seem to allow.
“Dream Bigger” - A series of aspirational stories featuring businesses that have scaled new heights thanks to the product. Focus on the theme of transformation and growth, inspiring prospects to dream bigger and see the product as a key partner in their journey to success.
The emotions behind iconic campaigns
So, I went back to the iconic campaigns and delved deeper into the emotions they evoked. I asked ChatGPT the question. Here goes:
Google: Don’t Be Evil
Closest Emotion: Trust (not listed, but related to happiness through reassurance).
Apple: Think Different
Emotion: Aspiration. It inspired users to aspire to be innovative and different.
New York Times: The Truth is Hard
Closest Emotion: Sadness. It taps into the sobering reality of seeking truth, which can be challenging and sometimes disheartening.
Intel: Meet the Makers
Emotion: Awe. The campaign aimed to inspire awe with the possibilities of human innovation and technology.
Dropbox: Creative Freedom
Emotion: Happiness. Providing a sense of liberation and empowerment for creative work induces happiness.
Airbnb: Belong Anywhere
Closest Emotion: Happiness (through a sense of belonging and acceptance).
Pinterest: What If
Emotion: Aspiration. It encourages users to dream and aspire to new possibilities.
T-Mobile: Un-carrier
Closest Emotion: Anger (against the status quo), but ultimately leading to liberation and happiness.
Spotify's "Wrapped"
Emotion: Nostalgia. Reflecting on a year's worth of music evokes a sense of personal history and sentimentality.
Dove's "Real Beauty"
Closest Emotion: Happiness, derived from boosting confidence and promoting self-acceptance.
Patagonia's "Don't Buy This Jacket"
Emotion: Aspiration. It invokes an aspiration towards environmental responsibility and sustainable living.
Each emotion provides a unique angle to attract attention and build relationships. After all, we're not merely selling products; we're offering experiences that resonate deeply—and the essence of marketing lies in our ability to understand and communicate at this emotional level, turning every interaction into an opportunity for authentic connection.
What emotional story could your brand tell to create a lasting impact?
