Emotional Response Marketing – What is it and How Does it Work?

One of the key elements of successful marketing is communication. How is this communication achieved? By approaching the people, at an emotional level. Human beings are highly emotional creatures. They are impulsive and much of what they buy is based on their emotions rather than logic. Emotions have a powerful control on all of us. We all respond to them. I mean, think when was the last time you stopped yourself from eating that huge creamy (full of FAT) beef cheese burger, which you saw in an amazing commercial, or in other words when was the last time you decided to purchase something without thinking emotionally. There’s hardly any purchase that does not involve emotional evaluation. Emotions compel us to imagine that a certain product is perfect for us.

So what is emotional response marketing? The answer is simple; it’s the game of persuasion. Every campaign is designed to attract a response. This response is usually produced by emotional reactions of a customer, when he judges the effectiveness and benefits of a product. If your campaign is capable of triggering the positive emotion out of the customer, than consider your business a success.

It’s all about being personal and conversational; In order to excel in the market, you must have a direct emotional link with the public, knowing all what is there to know about their needs, fears, desires and concerns. It’s all about making them believe that your company comprehends their problems and how your products or service can serve as a solution to these problems.

So how do you use this strategy in your advertisements, or sales letters or on your websites? Primarily, it’s essential to understand the need to produce a buying desire.Your goal is to attract the buyer with such an attractive presentation of your product, that he is compelled to choose “order”, “buy”, or “ask for more info”.

Some of the basic methods used in emotional marketing on the internet are the usage of referrals, testimonials, blogs, and forums. It’s human nature to trust each other’s words. The right usage of words is really important and requires market research. Your words should reflect the consumer’s feelings. Words such as confidence, happy, safety, pride, fun, beauty make people feel valued.

Success stories, trials or tests always attract positive response. Through these you are actually proving the dependability of your product. People always seem to rely on pre-tested products.

Colors also play a significant role in emotional marketing. There’s a whole range of colors that trigger particular emotions in human beings.for example, green is associated with feelings of relaxation, white with purity, red with love or attention etc. Isn’t it funny that during the valentine season, everyone is buying something, even if they don´t have anyone to give it to. Well! The red color works its wonders.

Then you have Symbolism and images; yet another way to get to your customers hearts. An image of a baby laughing while eating a baby food product will surely trigger the maternal emotions of all the mothers.

In short, when a product or service stimulates positive feelings in a buyer, it often results in purchase. Just go and create something extraordinary out of the ordinary keeping the feelings and desires of the target market, in mind. Emotional response marketing if done THOUGHTFULLY can generate huge profits and sales.