Making an Emotional Connection Through Marketing

What role do emotions make in your decisions? If you’re like most people, emotions matter when it comes to decision making. Few people make decisions by thinking logically first. Most of the time, decisions are made from an instinct or emotional reaction, followed by logical reasons why the decision was made. If you plan your marketing strategy right, you can make an emotional connection with your audience, influencing a decision and causing people to act. Keep reading to learn more about making an emotional connection through marketing:

What is Emotional Marketing?

First, we should answer the question of “what is emotional marketing?” Emotional marketing is when a company uses persuasive messages through content to connect with their audience and achieve a desired result. Since people prefer concepts to be simple, this usually taps into a single emotion, whether it’s happiness, sadness, anger, or another emotion that is strong enough to evoke action or a decision.

Brands that Use Emotional Connections

Emotions play a huge role in everyday choices. Because of that, emotional marketing and content marketing together have played a role in large corporation marketing strategies for years. For example, J Crew has been a leader in the fashion industry with constant loyalty, in part because they create catalogs and content that depict a lifestyle that speaks to core customers.

Chevrolet’s shift from selling vehicles to telling stories about people behind the wheel began with consumers wanting to learn more about the brand’s core values.

In both cases, emotions and experiences speak to their demographic. J Crew’s whimsical style wouldn’t work with Chevrolet’s deep-rooted simplicity. Most importantly, the connection and emotion a company’s marketing and content creates is what will determine their product’s success or failure.

Making an Emotional Connection Through Content

You may be wondering how a company uses their brand to make these emotional connections with their potential customers. Emotional connections to a company are developed through good content created by writers who know how to sell an experience rather than just a product. At IMEG, our Content Marketing Department is made up of trained writers who have spent time learning and researching each client’s demographic. Through this research, our writers understand what your customers want, and they will be able to craft emotional content that speaks to your audience and  makes them take action, whether that’s through booking a cabin, purchasing tickets, or another goal.

In addition to evoking an emotional response to drive action, content marketing writers develop content to target potential customers and build trust. When you have valuable, accurate information on your website about your area of expertise, customers are more likely to trust you as a company and as a brand. Our team uses search engine optimization (SEO) along with customer interests and innovation to create content that is memorable and will leave a lasting impression to, hopefully, make the sell.

Do you need help developing emotional and experience-filled marketing content? To find out how IMEG’s Content Marketing Department can help, contact us at (800) 736-1122 or complete the contact form on our website.