It should be no great secret that ads which elicit an emotional response get attention, are memorable and can drive sales better than a dry listing of a product’s features. Emotions influence how prospective clients and customers process information, respond to appeals and initiate goal-setting behaviors. Politicians know that fear will garner votes for the candidate that allays these fears, and sympathy or maybe guilt will open wallets to charitable causes. Here are several ways to add emotional impact to a campaign for better results.

Join the club

A sense of belonging is an innate psychological need. Marketers can tap into this need by offering a membership-type of call to action, such as a loyalty program, an invitation to “join the club” to receive exclusive discounts or, for small family owned businesses, a message that “shopping here makes you a member of the family.” The product itself can give consumers membership into an exclusive club.

Somebody to love

Love is a powerful driver of human behavior. A marketing campaign that stirs thoughts of romance and the excitement of love will stick in the minds of consumers. Products and services that offer romance, or help consumers maximize their desirability, can capitalize on the need for love. Images of deeply involved couples and romantic settings will excite interest in accompanying products.

Find out more

Curiosity will drive consumers to click deeper into a webpage or research a product offline, giving marketers more opportunity to sell. The mind seeks closure, with a beginning, middle and end. A campaign that offers consumers an introductory peek at products will engage the curious minds. Conversions will follow.

What do we have to fear

Most businesses don’t want their products associated with fear, unless the business is selling Halloween costumes, but selling something as a solution to existing fears is a winning strategy. A business that sells generators may want to ask, “Are you ready for the next power outage?” Homeowners don’t want to be left in the dark with food rotting in their freezers. Remind consumers that this is a real possibility with coming storms, and generators will fly off the shelves.



This article was written by Gillian Burdett for Small Business Pulse



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