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 Search Engines have been getting more intelligent: 
Marketers can not cheat any more (only short-term)
Forget about Keywords – Since Google Rank Brain, only the best content has been ranking (no matter if it’s Google, YouTube, Instagram, or Facebook)

 High competitive market (oversaturated): 
Nowadays, it’s uber easy to create a business – and it’s getting worse competitive in the future – you need to build emotional connections (emotional branding).

 Emotional Marketing is been already used: 
In big cities of Asia emotional marketing is already been very popular – especially storytelling (because of the oversaturated market), acc. to Wikipedia.

Consider starting soon – don’t fall behind!

Enter your email to   be the first  people who get the brand-new course for

  • (Emotional) Branding
  • Behavioral Psychology
  • Neuromarketing (Neuroscience)
  • Emotional Design
  • How to create loyal fans – build powerful emotional relationships (emotional branding)
    (to build loyal, returning customers)
  • How to improve Google rankings (SEO, psychology)
    (to get more traffic)
  • How to increase conversion (persuasion)
    (to close more sales)
  • be able to increase pricing (branding)
    (to get a higher ROI)… and much more.


 New Online Training Course is coming!

Easy going ✌️, step-by-step 📋🏃👣
all in one course
(incl. videos)

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It’s brand-new.

(Nobody else will get as much tactics and knowledge as we are going to cover.)

Core Fields





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Creating value and bond long-lasting relationships
to be able to increase pricing
while selling ⚡ lightning fast.

Emotions in marketing is a complex interpretation process. 

Unfortunately, it is not easy to get everything, because it includes a ton of different fields.

But I help you you to actually get everything you need to know. I promise you will make it!

Here you get effective insights – well organized and easy step-by-step tactics about how to emotionalize your brand, product, or service – by considering following fields:


(Formerly outdated technique!) In general, advertising means a conscious or unconscious influence. That means only the product is focused on – it was very popular in former years: attract attention via (mostly) unrealistic representation. For example, on some products, the outer packaging is much bigger than the inner product – only for looking better in product shelves. (Please see “Service Design” – that is the current advertising technique!)
P.S. Neil Patel and Gary “Vee” (Marketing Experts) describe “Advertising” as “Content Marketing” (acc. to several Podcasts of 2018). FYI: “Content Marketing” belongs to “Service Design”.


As a rule of thumb, branding means consistency – of design and message. Your core message and the story of your business, product, or service helps you to stay focused and be truly trustworthy for your (potential) customers.

Most companies do not make their core message very clear – on your website, it should be obvious at the first glance (without scrolling). You want to have a very simple slogan – very easy to understand. In that way, it remains in the brain.

Consumer Neuroscience

Use the power of the subconscious!
Unfortunately, most marketers miss using the sensitive subconscious. Between 70 and 80% of purchasing decisions fall to our subconscious.

The remaining 20 to 30% are still playing in an emotional program. (acc. to neuroscience researchers, including Dr. Hans-Georg Häusel, German Neuroscientist)

The real power comes from understanding the motivations that activate trust, love, action and purchase.

Content Marketing

Create, publish and distribute content for your (potential) customers to give them true value e.g., education, support, or entertainment.

There are many little things you need to care about; for instance, use a proven formula which includes an emotional introduction with an anchor, and at the end, a conclusion. Use different kinds of media formats (images, videos, infographics, or audio), write in short paragraphs, use a lot of (emotion-packed) sub headlines, write at a simple level – approximately 9th grade level – prove your content with high authority sources and ask at the end for comments and shares.


“Copywriting is one of the most essential elements of effective online marketing.

It’ll influence users if they read or click. By reading headlines users decide if they’ll open the article or not.

Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action.” (acc. to copyblogger.com)

There are many little things you need to care about. For instance,

  • write in a conversational tone, which means using “you” and “me.” In that way, you build a connection – it is much more personal.
  • Always tell your users about their benefits; in that way, you trigger their emotional systems (in their brain).


In general, the (design) environment unconsciously impacts your (potential) customers, so it is necessary to care about design.

For instance, on websites, the user interface design gives your (potential) customers the right (or wrong) gut feeling to trust the company (or not). If not, the users are very skeptical and they question everything – this causes them to become very unlikely to buy.

Every brand, product or service uses different kinds of design fields: Graphic, Product, Packaging, Interior, Multimedia, or Textile Design. Emotional Marketing Land focuses on Interaction Design for multimedia, including User Interface Design (UI), User Experience Design (UX), Information Architecture (IA) that organize and structure content of the websites, web and mobile applications, and social media software.

Interaction Design

Consider the design of all sensory perceptible aspects by which our customers get in touch.

Gather several positive connections to build trust. Generally in Marketing, there is the rule of seven: that means your (potential) customers need approximately seven different touchpoints before they will buy from you (acc. to Neil Patel).

Online Marketing

Deliver promotional marketing messages to (potential) customers by using the Internet.

Create several positive connections online (through your website, social media platforms, or partners’ platforms) to make a strong first impression and stay in their mind.


“Persuasion is an art. If you push too hard, you will risk being aggressive. If you nudge too lightly, you will get nowhere. If you complain too loudly, you’re just a jerk.

However, there are subtle ways to press your agenda without turning everyone off. (…) A thoughtful, persuasive argument can lead you to getting what you want.” (acc. to psychologytoday.com)


Emotional Marketing Sales do not feel pitchy, or desperate – instead, you should communicate naturally – like a good friend pointing your (potential) customers in the direction of living a better life.

Use persuasion techniques: well-considered sales processes and sales funnels.


Service Design

User-friendly solution: Not the product (anymore), but the human being is focused. It looks for problems and solves them to improve life of your (potential) customers (to create real value and arouse emotions).

P.S. Neil Patel and Gary “Vee” (Marketing Experts) describe “Advertising” as “Content Marketing” (acc. to several Podcasts of 2018). “Content Marketing” belongs to “Service Design”.


Create stories around your brand, product, or service.

Stories remain 20x better in the brain than regular arguments (acc. to Dr. Hans-Georg Häusel, German Neuroscientist).


Usability generally is the ease of use. If something is too difficult to use, you’ll have a high bounce rate or you’ll frustrate your users and (potential) customers.

Usability brings everything together, like concepts from Interaction Design (IxD), User Interface Design (UI), User Experience (UX) Design, and Information Architecture (IA).

User Interface

UI is the graphic design of a user interface – but it can also refer to others, such as natural and voice user interfaces. Put simply, it is the way that a user controls the media or interacts with it.

User Interface (UI) makes concepts from Interaction Design (IxD), Information Architecture (AI), or User Experience (UX) usable.

User Experience / Information Architecture

It is the user flow of a product, service or system (e.g. website, app, etc.). It includes the practical, experiential aspects of human-computer interaction. Put simply: it determines how to go from (page) A to (page) B – without using any fancy visual design.

About the Founder

Hi, I’m Ricardo, award-winning Creative Marketing Director, Interaction Designer (M.A.), and Founder of EmotionsInMarketing.com.

I worked via several advertising agencies (in Germany) for Audi, Telekom (T-Mobile), ZDF (German TV), and ECE (international urban marketplaces of the future).

I am always hungry for new knowledge. I am always curious.

P.S. I proved with my first book that the arousal of emotions are key for effective advertising in the future (because of the oversaturated market). If you want to know how and why advertising has been changed read my book: “The added value of interaction design in advertising” (2014, 2016) – unfortunately, only available in German. 

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