The Power of Bringing Emotion Into Your Marketing

This week’s episode is all about bringing emotion into your marketing. As business owners it’s super important to use emotion, especially if you’re trying to be authentic and build a tribe. Your tribe, of course, are the people that will connect with you, engage with your posts and eventually become loyal customers. Throughout the episode I’m going to discuss the positives of using emotion and the difference it can make to your marketing.  KEY TAKEAWAYS COVERED IN THE PODCASTEmotional marketing is marketing to your customers and audience in order to get an emotion out of them. By provoking this emotion, you encourage engagement. Think about the last thing you shared on social media. Was it based on an emotion? What emotion was it?It is much easier to relate to someone if you feel something. Not every single post needs to evoke emotion. Not only will your feed become an emotional rollercoaster for you and your followers, some things just don’t warrant a lot of emotion. People tend to buy with their emotions. Even when you’re talking about a practical product, people will buy through trust. The very first thing you need to consider when it comes to using emotional marketing is your target audience. If you’re trying to use emotion to build your community and sell your products, gauging your target audience wrong could catastrophic. If you want to evoke and emotion, storytelling is a great tool to use. THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…You can evoke ANY emotion through marketing. From admiration and happiness to anger and sadness, it’s important you know exactly what emotion you want people to feel. HIGHLIGHTS YOU SIMPLY CAN'T MISSWhat Is Emotional Marketing? – 03:18Why Is Emotional Marketing Important? - 04:24What Do You Need to Consider When Creating Emotional Posts? – 10:30How to Evoke Emotion in Your Posts – 14:30Incredible Examples You Can Use in Your Marketing – 20:00Transcript below (00:32)Hello and a really warm welcome to this week's episode of the podcast. How are you doing? I can't believe that we are almost, well I'm not going to say towards the end of the year, but we are obviously in the latter stages of the year. It's going so, so fast and my November is absolutely jam packed. I am talking at lots of amazing places, so if you're going to be seeing me then please please please come up and say hi and let me know that you listen to the podcast. I love meeting people. So definitely come and say hi. But yeah, it's going to be a super busy November. And before I know it, It's going to be December, which is just crazy. But anyway. So this week I am doing a solo episode. I wanted to talk about something as having a real brainstorm about what could I talk about and trying to write then loads of different ideas and things and I've decided that I want to talk about how you can bring emotion into your marketing because actually it's super, super important.Speaker 1: (01:30)And one of the reasons I decided to talk about this is because I've been reading Kotler's marketing book, Marketing 4.0 and he talks about the fact that it's even more important than ever for authenticity and to build that tribe. And I want to talk about tribe. I basically just mean your community of people that are going to want to come and engage with you and want to have a conversation with you and want to ultimately buy your products and services. And one of the ways in which you can start to connect to them is via emotion. And I'm really, as I was writing down all the ideas for this, it made me a little bit nervous because sometimes when we think about using emotion, we think about tactics that maybe aren't that nice. So for instance, an emotion that you could use in marketing is fear.Speaker 1: (02:16)And I remember many, many, many years ago, I used to work for a bank and we used to sell insurance. It's very different nowadays, but we used to sell insurance. And one of the ways in which we'd sell insurance is through fear. It would be, well, why? What would you do? What would happen if you lost your job and you couldn't pay your bills? You'd lose your house and you'd do this, and you do that, and you know, and your kids would need, and you'd start building this horrible, scary picture for them. And then they would go, Oh yeah, you're right. Okay, yeah, maybe I should have that thing. So I'm a little bit worried that talking about this, people are gonna think that that's what I'm talking about. So hopefully in today's episode I'm going to be able to give you a really clear idea about what I mean when I talk about using emotion in and how really positive it can be and also how it can actually make a big difference to your marketing and how you connect to that audience. What Is Emotional Marketing? Speaker 1: (03:08)So hopefully it will be a good one. So let's start talking about what is emotional marketing? Well, it's basically marketing to your customers and your audience and trying to get an emotion from them so that it helps them remember or share or interact with your post or your marketing. So it's basically just trying to provoke something from an emotional side from them. And this can be any emotion. It can be admiration, anger, anxiety, craving, and the calmness, love, fear, sadness, reminiscing, intrigue. It can be any one of those emotions. And really what I would suggest is if you're trying to go for an emotion, you'd go for kind of the more stronger ones. So you wouldn't perhaps go for slightly annoyed. You would go for angry, you wouldn't go for, okay, you'd go for either really happy or really sad. So you're going to wonder why am I talking about making people angry and sad through posts. Why Is Emotional Marketing Important? Speaker 1: (04:12)But bear with me and let me explain. But first let me talk about why this actually works and why it's really worth considering whether you are posting anything on social media or doing your marketing and you're bringing in any emotion at all. So there's a couple of things I want you first to think about. What was the last thing you shared on social media? Now when it comes to Facebook, I'm not a very big sharer, so I don't actually share a lot of stuff. I will retweet stuff on Twitter, but that's just how I use my, my own personal Facebook. But I want you to think about what was the last thing you shared or the last thing that someone you follow shared. And I can pretty much guarantee it was something based on an emotion. So it was either something through pride, something that made them angry, something that upset them, something that pulled on their heartstrings, something that was absolutely rolled around the floor laughing.Speaker 1: (05:05)It was something that made them react in some kind of way. So first of all, that's one of the reasons why you really want to be using emotions in your posts because if someone looks at a post and has a non feeling about it, it's kind of one of the worst things we can do because they're not gonna do anything, whether it's good or bad, positive or negative, we want them to react in one way or another. Also think about when you were told the story by someone or I try and liken it back to when I was at university doing my marketing degree and I have two different lecturers. One was a statistician. Now even just saying that word is a bit full on and I used to go into his lessons and I swear...