👉 Secret Guidebook 2019 +

Discover what nobody – truly, nobody knows.


Here’s a SNEAK PEEK:  EMOTIONS ≠ FEELINGS  Rewire your brain. Please! 👉 Not even covered by Forbes, HubSpot, Entrepreneur, or anybody else who writes about emotional marketing (acc. to my massive summary in my Bonus-Chapter). I’m disappointed – that’s why, I wrote that article. Let’s find out what’s the difference … and much more!

So, if you want to reveal never seen before secrets – for instance, the emotional systems in the brain and much more! You’ve found the right spot – NICE!

By arousing emotions (through emotional marketing) you’re going to:

  • Get higher rankings (because Google focuses on human behavior)
  • Improve conversion rates (because people buy feelings)
  • Increase Sales – even with higher pricing (because of triggering the individual value)

And finally,

  • Transform random (potential) customers to loyal, returning! fans 🙌

You will love this brand-new 🔥 revealing secret guidebook.

Let’s get the  “new generation” exposure started.


Cheerio – your friend,


About The Author

Hey, I’m Ricardo Go. When I worked for different advertising agencies (as a Creative Marketing Director, or Art Director – in the United States, or in Germany) I wondered things like:

  • How to arouse emotions (even for B2B)?
  • What are emotions (vs. feelings)?
  • How to create loyal fans?

What I found was very confusing!

The main reason is most people and marketers think emotions are the same as feelings – but, feelings are the outcome of emotions. I’m going to explain it in Chapter 3.

In general, emotional marketing articles are either too specific (like from neuroscientists or they are too superficial for instance from marketers). That’s when I started investigating by myself.

Now, I begin to publish my personal research (take a look on my blog page) – for instance, this piece of content.

I’m going to clarify and SIMPLIFY emotions in marketing.

You can help me by asking your specific question. Just send an email to me – I’m looking forward to it! ricardo@emotionsinmarketing.com

So, let’s dive in that master piece of content! You will love it – your friend, Ricardo

Are you excited to explore in chapter 1 what marketers can learn from ELECTRIC EELS!

I know, I am.


You can watch 👀 the video – or keep on reading 🔖 – whatever works best for you!

Written and filmed/edited by: Ricardo Go. (Founder of EmotionsInMarketing.com)


Now, you’re going to learn the brutal truth about emotional marketing (organized in 5 steps).

In fact, this is the approach how I learned building loyal fans  and master the emotional systems in the brain. 

You’re going to learn something what took me 7 years to find out –
because what (so-called) experts write online is just confusing.

In this article you’ll discover my 🔥brand-new created

  1.  Electric Eel Technique 
         ⚡ Chapter 1 + 2 ⚡

         🎯 Chapter 5 🎯
    You’re going to explore unique, actionable tactics (step-by-step) about how to arouse (and understand) emotions for finally building loyal (returning!) fans.
  • As a bonus and proof   – by the end (in the Bonus-Chapter), you’ll explore the a massive summary of over 21 highest-ranked articles about emotional marketing (for instance, HubSpot, Entrepreneur and more) to make it crystal clear. 

By reading that article you’re covering two entire SERPs (search engine result pages) on Google … and much more.

Keep on reading (or watch the entire video above)! 

Here’s the  brutal truth  about emotional marketing:

  There are WAY too many people and articles out there saying that emotions are the same as feelings 😤   For instance, they say: “happiness and sadness are emotions,”  but … actually, they are the outcome of emotions: that are feelings!    Or, they say: “If you use a certain color, certain emotions will be aroused.”  I wish it were that easy.    Think about it – today, all of our competitors are only one click away. Selling a bunch of stuff to random customers and hoping they stick around and buy again.  … Nah! That won’t work.    Bottom line: If you want to be able to increase your pricing and still have loyal returning clients or customers, emotional marketing is a must for you – otherwise you fall behind.

In this 👉 secret guidebook

I’m going to show you everything you need to build

  1. emotion-based,

  2. long-lasting,

  3. loyal relationships

    with your clients or customers.

That means everything you need to build loyal fans (from your campaigns, content marketing, and sales pages).

Let’s dive right in

(or watch 👀 the entire video above).

Table of Content

The magic of building emotional relationships

What Is The Electric Eel Technique?

The magic of building emotional relationships.

What is Emotional Marketing?

A simple actionable definition to make the concept crystal clear and easy to share with your friends or colleagues!


What are emotions and emotional systems in our brain?

Explore the hidden emotional systems in our brain!

Our gut feeling is actually located in the brain – instead of in the gut. 😉

Learn how to make an ad, product or brand emotionally appealing.

How do you increase the value of your product or service to build loyal fans?

What arguments make an ad, product or brand emotionally appealing?

Learn how to create emotional arguments.

How to organize your target audience – based on emotions – to create emotional messages and copy?

Quickly (without time-consuming surveys and research)!

Use the new, actionable emotional marketing tool TAUDIENCE MAP to categorize your target audience.

BONUS! What do other marketing experts say about Emotional Marketing?

Massive summary of the 21 highest-ranked articles on Google about emotional marketing.

Read this article and you save time of reading 21 other blog posts

(save at least 1 – 2 days).

CONCLUSION – How I learned emotional marketing!

No time?
Skip the lengthy content
and hop directly to the conclusion!

Chapter 1

What is the

Electric Eel Technique?

What is the magic behind building emotional relationships?

created by Ricardo Go., Founder of EmotionsInMarketing.com

If you’ve ever wondered how to build emotional connections with your (potential) customers –
 you’re in the right place

I’m going to make it crystal clear.

Let’s use an example from our nature.

To illustrate you how to build emotional relationships (no matter if it is personal or business related) what I found was, electric eels is the perfect analogy.

That’s why, I call it the  Electric Eel Technique

Keep on reading.


Did you know,

Electric eels use

 lower intensity to search for a mate  and

 higher intensity to stun prey. 

The common ground between electric eels and emotional marketing (aka emotional branding, or emotional bonding) is the variety in the
 intensity of signals. 

Similarly to electric eels, emotional marketing (in the business world) does not work with only one single, strong signal because it is highly likely to alarm your potential customers.

Instead, you should use several positive smooth signals to find and bond with your target audience.


As a result:

When Electric Eels find and build trust, they can create as many as 17,000 eggs with a single mate. That’s not bad! Just imagine what you could achieve with the right signals🚀



Because you can’t force anybody to instantly like or love you (or your product). You need to nurture them first.

If you liked to build a personal relationship, would you propose before the first date – that means to a stranger? It would not work!

I’m going to explain this in more detail

(including examples and a clear infographic)

in the next chapter

Keep on reading.


Chapter 2


What is Emotional Marketing?

A simple, actionable definition to make the concept crystal clear and easy to share with your friends or colleagues!

Now, you’re probably asking yourself, HOW?

That is the same question I had 7 years ago. I’m going to give you the exact tools and tactics you need.


If you’d like to skip reading – you can start right now.
Just download those 33 INSTANT TACTICS:

Let’s explain emotional marketing even simpler
(keep in mind the electric eels):

Emotional Marketing is like making friends or finding a mate. Click To Tweet

That means, when you build a business relationship you should use the same techniques that you use to build a personal relationship. Or, do you propose during the first date? I bet, you do not. Similarly, give away knowledge, general market analysis, information, or free samples to build trust first – before you ask to buy.

Yes, it is that “easy”!


Now it’s your turn!

Something to think about:

What do you get
from your friends or partner?

I bet your best friends:

  • help you have fun (provide entertainment, share positive feelings),
  • make your life easier (show understanding, simplify duties) and
  • point your life in the right direction (give support).

With some friends, you have an emotional bond:

  • you trust them,
  • you listen to them,
  • you believe everything they say

– and with others, it’s just nice to know them.

You can’t force it!

(You need specific tactics!)

If you tried to force a relationship with high intensity –
for instance, you called everyday, or much worse, you proposed to a stranger, maybe in a subway on your way to work…


What would happen?
You would definitely scare them and lose them.


Remember the


It is the overall strategy for Emotional Marketing.

Let’s take a look on that infographic (below) to make it crystal clear.

Do you like this infographic? Please share it on social media
to help people understand how to use emotional marketing to transform random customers into loyal fans – that means, increase the amount of returning customers, conversion rate and be able to increase pricing as well – and much more.

Put it all together:

.Do you see the  similarity  between building a personal and business relationship?

That’s why I’ve created the overall strategy for Emotional Marketing, the “Electric Eel Technique” – because it totally matches and makes the meaning crystal clear. You will make positive connections and create value!

As a result you can demand higher prices  and build the foundation of a
 long-lasting and loyal  relationship (in business and in your personal life).

If you want to be a good (emotional) Marketer, you need to understand human behavior before creating a marketing campaign.

Most people do not understand that.

Justify yourself

to your clients, supervisor or CEO:

You have to make several positive impressions (through different channels) with lower intensities to build a relationship because you can’t force people to trust you instantly (after only one strong signal). 

Because that is how nature works. 

The best case study is the electric eels.


So, tell your clients and CEOs about the

Every marketer should learn from electric eels - to transform 👽 random customers into 💗 LOYAL FANS Click To Tweet Consider to exchange your buy button with a give-away button to build trust first. Marketing Experts (like Neil Patel, or Tai Lopez) showed that people need (minimum) more than seven touches before they actually buy. Click To Tweet

See here:

P.S. Electrics eels are the perfect analogy because our brain works with electronic chemical signals. Put simply: we receive information through our senses and transfer those information points in electronic chemical signals, which are conducted to express feelings.

P.P.S. Remember: Our so called “gut feeling” is actually located in the brain – instead of in our gut. 💩

That’s why all emotions & feelings are felt within our brain – instead of our heart❣️

We think we feel with our heart – but actually we feel with our brain. 


shocking, right?!

That’s not all …

Let’s focus
on the brain!

Keep on reading!


Chapter 3


What are emotions and emotional systems in our brain?


Our gut feeling is actually located in the brain – instead of in the gut. 😉
Learn how to make an ad, product or brand emotionally appealing.

First, you need to know:

Almost nobody knows what they really – subconsciously – want!

How could YOU know what foreign people subconsciously think or feel?

Not possible?

Well, it is!

I’m showing you exact tactics to recognize the hidden desires of your customers (and of yourself as well! 😯).

What your customers and clients really want, subconsciously – it is all about the emotional systems in our brain.

 For example: 

Why do your customers buy a phone? 📱

Sure, to capture videos, take photos, send messages, post things or to go online …

but there are also MORE! – subconscious – reasons!!

You must truly care about the brain! Keep on reading to get actionable techniques for:

  • Deciding how to formulate arguments that arouse emotions
  • Learning which emotional systems exist in our brain – how different are our customers?

  • Using the simple and effective new TAUDIENCE MAP (to categorize your target audience by the most crucial emotions without any time-consuming research)

  • Determining which arguments are most effective for selling.

Neuroscience shows us that 70 to 80% of our purchasing decisions fall subconsciously. The remaining 20 to 30% are still playing in an emotional program. Click To Tweet

That means that behind every purchase decision are emotions – aka emotional systems in the brain.

(Acc. to Dr. Hans-Georg Häusel, German Neuromarketing expert & psychologist.)

No time to read?

Let’s start practically!

1. What actually are emotions?
Which exact emotional systems are in our brain?

Like I’ve mentioned,

Our so called “gut feeling” is actually the emotional system, located in our brain – that leads every decision. Click To Tweet

Similarly, when we feel something in our “heart,” we feel it actually in our brain.

Our basic needs are sex and food. It sounds trivial, but it is based on our evolutionary elemental needs: survival and reproduction.

The human brain has not fundamentally changed for 200,000 years.


 Let’s take a closer look: 

For our primary needs (survival and reproduction), we have specific systems in our brain, which lead us to make unconscious and lightning-fast decisions.

For example, if a train comes and you are standing on the tracks, you will jump off automatically (without any thoughts).

The same fast, intuitive actions are used to evaluate faces because human beings need to recognize whether we are standing in front of an enemy or a friend…lightning fast and unconsciously! There is no time to think (especially if an enemy is in front of you).

For that, we primarily evaluate faces by using the emotional systems in the brain! Those emotional systems help us to survive by doing fast, unconscious actions.

Now you are probably asking:

What does this have to do with shopping?

Well, it is linked to one of our basic needs: reproduction. We consume – among others – to feel attractive and find a mate. You see, our emotional systems still work – every time!

Those intuitive, lightning-fast actions are subconsciously “controlled” by our emotional systems, which are mainly responsible for safety and stability, curiosity, power and enforcement. Additionally, they make us more social.

The Limbic® map (image below) is a tool from Dr. Hans-Georg Häusel and Nymphenburg group, German Neuromarketing experts. It shows the emotion topics and areas.

That is an amazing map. But honestly, it looks kind of out-dated and a little old-fashioned – sorry, guys! I know you are not designers and that your amazing strengths are somewhere else.

For this reason, I’ve created the TAUDIENCE MAP that uses visuals and named avatars to represent each section (which are easier to understand and remember). This will help make Emotional Marketing more tangible and easier to follow.

I’m going to explain it in more detail in Chapter 5 “How to find and organize your target audience?”.

Besides, that’s why I created Emotional Marketing Land: to connect all different fields. Emotional marketing is extensive!

I’m celebrating, because finally there is a new gigantic, actionable emotional marketing tool: ⚡ TAUDIENCE MAP ⚡ to categorize your target audience by the most important emotions. (Fast) Click To Tweet

For example, particular values like reliability and quality (which is especially important in the B2B field) always have an emotional core and can be found on the TAUDIENCE MAP. To categorize your target audience by the most crucial emotions, see image above.

What does knowing that fact mean for our example?

Why do we actually buy a phone? 📱

Smartphones represent communication and mobility which affect, on the one hand,
  • the emotional stimulant systems of curiosity, liberty and discovery, and on the other hand,
  • the emotional dominance system of status.
  • Emotional systems can also trace social motives.
Very expensive phones are often linked to a status motive: the buyers want to show that they’ve achieved something.

Moreover, with a special surface or a special cover, the customer wants to distinguish themselves from the broad mass – this is called the “individuality principle”.

Conclusion: Let's summarize Chapter 3

What makes an ad, product or brand appealing?

The reasons for buying something stem from different causes:

On one hand, marketers can focus on rational reasons, for purchase, like product features.

But on the other hand, good marketers (emotional marketers!) know how to trigger emotional reasons.

Every cause is based on the emotional systems of your customers. This applies to all fields (both B2C and B2B). The difficult fact is that even customers have some difficulty in confidently saying what they subconsciously want. That means when you ask your customers about their desires, they can only respond with functional motives: for example, product characteristics. Customers will not speak about the social or status motives – that they want to show their friends that they are better than everyone else – which is truly a very strong reason.  

Which emotional systems are in our brain?

It is necessary to know about the different emotional systems in our brains. Those systems are responsible for our subconscious needs, which we are able to organize in four core emotional systems categories
  • Emotional dominance system: “Proud performer” (glory and fame)
  • Emotional stimulant system: “Fun individual” (curious and funny)
  • Emotional balance system: “Fuddy-Duddy” (safety and stability)
  • Emotional harmony system: “Warm heart” (harmony-seeking)
By using the TAUDIENCE MAP, you can organize your customers (without spending a ton of money on surveys and research). P.S. Please keep in mind that everybody has all of these emotional systems but in different strengths. Each customer has a mixture of everything. A simplified classification helps us to differentiate our target audience.  

Put simply:

Every customer has a certain percentage of each emotional system,which creates their individual personality based on certain life experiences and their genes. The key is to find the strongest emotional system and create arguments and visuals around it.   Tip: Create messages for every emotional type (aka personality) – A/B test them – see, what works the best – use the winner to optimize all your items.
Neuroscience research has proven that things that do not arouse any emotions are empty and insignificant for our brain. Only emotions create value in our brain. Click To Tweet I know what you are probably asking: How do we create those values, exactly? That is what I am going to show you in the following chapter. Keep reading to master emotional marketing and propel yourself ahead of the competition (even when you increase pricing)!

Chapter 4

How do you increase the value of your product or service to build loyal fans?

What arguments make an ad, product or brand emotionally appealing? Learn how to create emotional arguments.

This is getting exciting!

Now that you understand the environment, you are ready to get the actionable tactics. to address those core emotional systems (that we learned about above).

Let’s dive in!

How do you create emotional arguments to increase value?

As you now know, we don’t buy a product because of the product itself, but instead for the result we get after the purchase: the subconscious desires.

You need to talk about the benefits (proven by Bushra, The Persuasion Revolution as well).

This means that you need to tell your customer how they will feel after the purchase!

We need to formulate the right arguments to match the strongest emotional system (i.e. personality) of your target audience.

How do you know what kind of benefit your target audience needs (without any research)?

Read Chapter 5. It is about organizing your target audience into several categories by using our gigantic, actionable TAUDIENCE MAP. You’ll be able to categorize your target audience by the most important emotions and create arguments around every category.

A prime example of this concept is coffee! It basically costs only a few cents, but companies make a lot of money by making it more expensive.

What can you do to make a coffee more expensive? • You have to emotionalize it! • You create a brand! • Brands are images of thoughts. Acc. to Dr. Hans-Georg Häusel, Neuromarketing expert & psychologist; Top Seller (German edition) Click To Tweet Think about Starbucks, they sell the feel-good atmosphere and warm feelings as well as the actual coffee vs. gas stations who focus on fast and to-go drinking by using tall tables. Both concepts work – for a different kind of audience.
How do you formulate such thoughts?

How do you create emotional arguments for your clients and customers?

Easy! You have to tell stories. You’ve probably heard about this, but you need to consider specific tactics to connect emotionally with your audience.

Keep on reading! I’m going to tell you what is imperative.

For example, you could tell stories about:

  • the origins and production of your product, or
  • the result that the customer will achieve by owning or using it!
If you create pictures in the heads of your customers, the value of your product or service can increases by more than 70% in the brain.  Click To Tweet 
Think about the last time your friend enthusiastically told you about a specific product or service. What did your friend tell you about it? Usually, it is a simple thing. Why? Because it is just easy to remember. Try to keep your arguments as simple as possible. When your outstanding arguments or messages are too long and difficult to understand, people will not be able to remember and share them.

 No time for reading and learning?  I get you!

 Instantly start now 

Get 33 Instant, Effective

Emotional Marketing Tactics,

 Free and easy to implement 

For example:

A leather wallet.

You could tell a story about the origin and the production: The animals live in a far-off country and are very well-treated. There are only a few of them in the world – additionally, the company is very environmentally-friendly and supports the increase of this species. They give the animals a very exclusive environment for living a good life and reproducing. As a result, your customers can increase their status when they talk about the well-treated animals. The buyers also feel like heroes because they indirectly support the increase in number of these rare animals. Additionally, it is a simple story that’s easy to retell. I’ve just made this up as an example – please take care to make sure that your story is actually true. Do not tell lies – the truth will always come out!

How can you increase the value of your product in a sales pitch

Remember: everybody needs to understand your arguments easily. This is especially important at the beginning of your pitch! Afterward, you can add some technical terms to support your competency.

If you talk too much about rational technical data (especially at the beginning), the pain center of the listener will be activated as your content is not clearly understandable for that person. Your customer could even be dissatisfied.

How do your arguments enter the brain?

The ➡️ right side of the brain is responsible for the perception of senses – how senses are perceived. They are directly and vividly connected to the world. 🌎 When perception enters the right side (in the form of electronic chemical signals) it will be organized in the ⬅️ left side of the brain. the ⬅️ left side categorizes content in different levels of memory (e.g. short-term – particularly if the information matches the personality and interests of the listener).

The best-selling arguments go primarily through the right half of the brain by responding to senses and to the modality of the right side at first (simple stories).

Afterward, the left side will organize that information to keep the experience in the person’s memory (or maybe not). Our brain (and our emotions) decide how long we’ll need specific information.

Only through repetition can we manually “store” memories longer (e.g. learn history facts or vocabularies) by shifting them gradually from short to long-term memory.

(Through repetition, the ideas always remain a little bit more – we can’t remember the entire content the first time. That’s why we need to repeat and repeat … and repeat … and … ).

source: http://experimentexchange.com/living-systems/test-your-brain-for-its-dominant-side/

You can actually test your left and right brain dominance here: http://experimentexchange.com

For example:

A regular toaster.

“ … on weekend mornings, the toaster will emit a perfect breakfast scent.

It will awaken your partner. Your family will meet in the kitchen; the smell of grilled toast creates a harmonious atmosphere. Everybody will be happy.

The toaster is easy to use – for everybody! It’s perfect for your visiting grandma or your children.

It makes a delicious crusty surface on your toast. With the first bite, you will hear the perfect crunch. Your tongue will feel the soft inside and the crunchy outside of your breakfast.

The best part: nobody needs to wait with an empty plate on the table – this toaster is the fastest machine ever (because of our unique new technology).”

These kind of arguments have access to the right side of the brain.



Because it is easy to imagine how these claims would be felt.

Afterward: Once the left side of the brain begins organizing this information (for an easy story, you could confirm the information by mentioning the technical details), that will strengthen the credibility. For example, the perfect crust is created by a new technology – which was developed in-house by the worldwide best engineers over the last three years.
Okay, So what else can you do to increase the emotional effect of the sales pitch?

Include as many senses as possible in sales.

If you use all the senses in a sales pitch at the same time, the emotional effects of the individual senses will not just be added but exponentially multiplied: they can have up to 10 times the effect (called “Multisensory Enhancement”).

For example:

Print ad:

If you have a printed ad which includes smell, music or a particular touch (for instance, an insert or a special way to fold the paper), the emotional value of the ad increases.

As a result, it remains much longer in your customer’s memory compared to other ads.

Online ads:

Use zoom function and rebuild the real feeling as much as possible. People would like to take your product in their hands to turn it and take a look from every side.

If there is any smell associated with your product (e.g., lotions, or the leather smell of a car or furniture), try to explain it – in an easy way that everybody can imagine…for instance, flowers or summer rain (use metaphors).

Try to appeal to senses.

Let your customers experience your product with all senses – instead of talking too much.

For instance, give them your product in their hands.

  • For digital software solutions, you could give them a tablet to feel your product.
  • For an online service, you could offer them a free trial.

Have you considered that we trust our sense of touch more than everything else?

Have you ever heard “I have ‘mistouched’” (instead of misheard or misread)?

Only when you take the vegetable (like a tomato) in your hand in a grocery store will you consider its freshness (because you can press, feel and touch).

Conclusion: Let’s summarize Chapter 4.

How do you increase the value of your product or service?

Learn to tell stories about your products instead of solely talking about the features of the product.

Even better, talk about
  • your product’s unique origins,
  • the production process, or
  • the special results the customer will receive by owning or using it (very effective!).

You should tell simple (emotional) stories, which everybody can easily follow (and imagine). Your audience needs to be able to feel themselves in your story!


Because our brain thinks more intensively when a story is told (in effect, the story remains in the brain longer).

You made it so far! Superb! Congrats!

Tap yourself on your shoulder to congrats yourself –
that is what I always do 😄when I do gret things.

The next chapter is the best and my favorite one.

Keep on reading.

Explore the 🔥new TAUDIENCE MAP – that categorizes different customers’ personalities – based on the emotional systems in the brain.


Chapter 5

How to organize
your target audience
– based on emotions?

To emotionally connect by your core messages and copy –
quickly (and without any research)?

Use the new, unique, actionable emotional marketing tool – the TAUDIENCE MAP – to categorize your target audience (without time-consuming surveys and research).

How many different personalities (emotional systems) exist?

Now you know (from chapter 4, above) that simple emotional stories and a Multisensory Enhancement increase the value of your product or service.

Additionally, we learned in Chapter 3 that we do not buy because of the product itself but rather because of the feeling we will get after the purchase, and that there are different emotional systems in our brain that are responsible for evoking feelings.

We are able to categorize four core personalities – that means four core emotional systems:

  • Proud performer (glory and fame): emotional dominance system
  • Fun individual (curious and funny): emotional stimulant system
  • Fuddy-duddy (well-balanced): emotional balance system
  • Warm heart (harmony-seeking): emotional harmony system
(Acc. to the TAUDIENCE MAP)

Now, finally 🏁 we are exploring the most important things: Which emotional systems match each type of personality?

What types of customers and clients are out there?

Your customers distinguish themselves from each other in personality and emotional systems.

Good sales managers know how to respond to each customer type.

Does everybody have the same emotional systems or are there any differences?

That would be like asking, “does everybody has the same personality?”

Everybody has the same emotional systems but in different individual strengths.

Approximately 50% are congenital and 50% are developed through experience, culture and education.

Human beings look at the world through their emotional systems.

Imagine you have glasses that filter everything you see:

They let through only a few sharp objects – because you find those interesting. All others stay blurry and will be forgotten quickly. That is how our brain works. We only consciously recognize things that match our interests.

(That is because our brain and body save vital energy, but that is another topic.)

Filter-Glasses example:

Imagine that you want to buy a particular car – a luxury Lexus SUV, a Silver Lining Metallic RX. Suddenly, you will see a lot of those cars on the streets, which you have never ever realized before because those cars didn’t pass your filter glasses (interests) until you started paying more attention to them.

That is why your advertising topic should match the interests of your target audience – that will help you and your product to be consciously perceived. Only then will your ad remain in the memory of your potential clients or customers.

Every person has an individual emotional mix

That influences:

  • what we feel is important or less important, and
  • which sales pitch convinces us or leaves us completely unimpressed.

There are the following core types of emotional systems:

Every person has an individual emotional system mix. Everybody has all emotional systems but in different strengths. To organize and understand those types, we are allowed to differentiate them via specific core classifications.
  • emotional dominance system is status-oriented (a proud performer person)
  • emotional stimulant system always looking for something new (a fun individual person)
  • emotional balance system caring about safety & security (a fuddy-duddy person)
  • emotional harmony system (between the emotional balance and stimulant systems): simple and cuddly (a warm-hearted person)

Acc. to the TAUDIENCE MAP, see below.


Click the button, you will come to the download page.

Download the entire TAUDIENCE MAP package –
absolutely for free (without any registration).

Because that is the foundation (about what I teach).

Bonus: Our brain is also distinguished through age and gender.

The younger we are, the stronger the emotional stimulant system in the brain. The older we get, the more balanced we are.

Gender-specific: on average, men have a stronger emotional dominance system, and women possess stronger harmony systems (of course, there are exceptions).

There are four core classifications for separating your customers.

Acc. to the simplified TAUDIENCE MAP

Now it’s your turn!

Try to classify following people to its corresponding type.

Every person has an individual emotional mix.

What do you believe would be an average match for the following types of customer?

Warm Heart

  • Not complicated 
  • wonderful world 
  • easy use

For example, according to the regular toaster example from Chapter 4:

You can simply grill perfect toasts, and all your friends and family members will love it. Enjoy the perfect breakfast with your dearest!

Which person fits for harmony-seeking?

Proud Performer:

  • New
  • exclusive
  • high-tech: status

For example, you are the first customer who will buy the toaster – nobody else has it. The toaster has awesome features; therefore, you can individually adjust everything.

It has the best performance. The design is unique. Imagine how beautiful it would look standing in your kitchen. Your friends will be amazed!

Which person fits for glory and fame?

Fuddy- Duddy:

  • Safety 
  • reliable
  • quality

For example, it is our bestseller – that product is bought very often. The quality is excellent. Plus, you have a 5-year guarantee. If you have any problems, you can immediately return the toaster – in our store, we are always there for you!

Which kind of person fits for well-balance?

So, what do you think?

Who is harmony-seeking, well-balanced or status-oriented?


See, if you did it right!

Here is the solution: On average, this is the classification.


Please keep in mind that there could be dominant girls and women or harmonious boys and men as well. This result is an average result based on neuroscience studies.

Conclusion: Let’s summarize Chapter 5

How to find your target audience – quickly (and without any research)!

You see how extremely different the argument could be for even a simple toaster.

Emotions (aka individual values) are different from one person to the next.


By using the best emotional marketing tools

… you can instantly, easily classify your target audience into categories (without time-consuming research or surveys).

With this in mind, you create emotional arguments for each category (or personality) which address the different interests (or values) to achieve maximum success.

You might A/B test your different kind of arguments to see which one has the highest CTR (click-through-rate).

In effect, you will create value which is the foundation to be able to increase pricing and sell your product or service ⚡lightning fast!

To create strong brand loyalty and increase long-term sales figures,  you need emotional (convincing) arguments; 


otherwise, your customer will transfer to your competitors

… who are only one click away!  😱

What else?

Do you need to learn more – at the moment?

If you read everything above your’ll good to go.

As a bonus and proof, discover a massive summary of the first 21 highest ranked articles about emotional marketing on Google – see for yourself, what else is out there.



What do marketing experts say about Emotional Marketing?

Fast summary of the 21 highest ranked “Emotional Marketing“ articles according to Google. Read this article, and save the time of fully reading 21 other blog posts. “This is huge!”

What is Emotional Marketing?


> 602communications.com/what-is-emotional-marketing

First, they describe emotional marketing by mentioning one status-oriented example, that we called the emotional dominance system. (We’ve already talked about it.)

See here:

Unfortunately, they don’t talk about other emotional systems.

If you didn’t know the others, you would adjust all your tactics to a status-oriented audience.

We’ve learnt there are more. See Chapter 3 to explore all hidden emotional systems in our brain!

In general, that is why I created Emotional Marketing Land. Because emotional marketing (especially Consumer Neuroscience) is still a new field (acc. to Dr Peter Kenning, German neuroscientist & university professor). I am going to make it crystal clear for everybody.

Remember we are able to categorize our target audience in 4 core types:

  • Proud performer (glory and fame): dominance emotional system
    (that is what 602communication.com talks about)
  • Fun individual: curious and funny): stimulant emotional system
  • Balanced Mind (safety and stability): balance emotional system
  • Warm heart (harmony-seeking): harmony emotional system

Yup, we have plenty more emotional systems. But to categorize our target audience we are allowed to simplify our brain into several core types.

What’s next? They continue with the topic of “understanding”. 

See here how they describe it:

In general, people like to be loved. If they get the feeling that people understand them, it will effect a feeling of acknowledgment, and as a result, trust.

On the whole, we need to do a little research to find out:

  • What our target audience loves
  • What they’re scared about
  • How they actually act

The research should always be the first step to finding the right arguments

Or skip the research and save time by using the “TAUDIENCE MAP” (to categorize your target audience by the most crucial emotions – see chapter 3.

Last but not least?

They talk about – and I round it up under – announcing the buyers’ feelings, which they will get after the purchase.

Read here how they describe it:

We agree with it as well because I mentioned in chapter 4 that you should NOT talk about the product itself – instead, you need to talk about the benefits (that is also proved by Bushra, of The Persuasion Revolution).

The examples for a cell phone or wallet or toaster (above) showed that it is all about the (easily imaginable) story around the product and the feeling the customer will get from owning the new product.

That’s a great article about emotional marketing. Thank you 602communication.com!

Emotional Advertising: How Brands Use Feelings to Get People to Buy



They start with a couple of quotes, which are actually good – but we are looking for tactics.

Nevertheless, here are the quotes 😉 Actually, I like them a lot!

“Douglas Van Praet (author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing): ‘The most startling truth is we don’t even think our way to logical solutions.

We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!’” Source: Fast Company

They continue with quoting “unruly”: “The most shared ads relied on emotional content specifically friendship, inspiration, warmth, and happiness.” Source: Unruly

They say that the most effective ads relied on the following “emotional content”: friendship, inspiration, warmth, and happiness.

How does it fit with our insight above?

Strictly speaking, they talk about feelings instead of emotions.

Feelings are actually affected by emotions. Emotions are the activators and stimulators that cause specific feelings.

In that way, they talk about two different categories.
Which feelings are affected by which of our four core “Emotional Systems”
(see Chapter 3)?

  • Friendship = relies on different “Emotional Systems”: status, stimulation, safety, harmony. This depends on the type of friendship you want and on specific personalities. On the whole, friends are mostly similar to yourself.
  • Inspiration = relies on the Stimulant Emotional System, means focusing on novelty
  • Warmth = relies on the Harmony Emotional System, means peaceful, easy, comfortable
  • Happiness = this depends on which kind of happiness you are seeking. It could rely on the Harmony Emotional System (e.g. peaceful, comfortable, easy) or the Stimulant Emotional System (e.g. adventure, fun, novelty).

Overall, they tell the truth. But in my opinion, it’s not very clear and actionable – I think this article is too broad. But maybe I’m wrong – please tell me in the comments below if you’d like to share your opinions!

Nevertheless, it might be a little confusing when some websites talk about feelings (e.g. happy, sad, afraid, etc.) and others talk about “Emotional Systems” (for instance: talking about the benefits the buyer will get after the purchase).

But like I’ve mentioned, that’s why I created Emotional Marketing Land – to make it clear and easy to understand emotions in marketing.

The authors continue with further feelings ­– happy, sad, afraid/surprised and angry/disgusted – by quoting “The Atlantic.”

Read the exact quote here:

“The Economic and Social Research Council (ES/K001973/1 and ES/K00607X/1), British Academy (SG113332), and John Robertson Bequest, University of Glasgow: “human emotion is based on four basic emotions: happy, sad, afraid/surprised, and angry/disgusted.” Source: TheAtlantic

For that, they have a couple great examples:


Android’s Friends Forever addresses the emotion of fun and the related stimulation system by showing clips of unlikely and undeniably cute animal friends.

They also quote New York Times article that talks about a study (from 2010) that determined that emotional articles were shared more often than non-emotional articles and positive posts were shared more than negative ones.

But I tell you, based on our emotional systems, human being are individuals – everybody has all emotional systems but in different strengths (individual mix).

On average, young people tend to have a stronger emotional stimulant system (curious and funny). Old people tend to place more attention on safety (balance-oriented).

I ask you, guess who dominated social media in 2010?

• Old people?


• Young people?

Of course! Young people dominated social media – it was new and too difficult for old people – in that way, it is quite obvious that fun and happiness would have been shared more often via social media.

For that reason, please keep your focus on your specific target audience! If you have a brand or product for elderly people, you will still connect better with safety content – no matter what is shared more online.

P.S. It is the same with studies about the number of mobile devices. Sure, Google is used more often by mobile devices than computers. But if you are in a B2B business, I bet you will still get more traffic from desktop computers. Please check your own Google Analytics account before paying too much attention to broad studies. (Thanks for that advice from Neil Patel Marketing School)


They talk about a “heartbreaking ad featuring a daughter who describes all the things she loves about her dad, yet the story breaks down when she also describes all the ways he lies to her,” according to Hubspot.

I love this ad – it’s amazing! That arouses the emotional harmony, balance and status systems. Very powerful!


“Fear is a natural instinct – one that helps us to react appropriately to threats to increase our chance of survival,” according to Hubspot)

We agree that the survival instinct is in the evolutionary level in our brain (different location than the emotional systems).

That is a good point!

Additionally, I like the way they talk about how to be careful with this topic because it could be too painful.


“Surprise can also take a positive form, as can be seen in one of the best ads of 2015,” according to Hubspot)

Surprise is a feeling that could be affected by different types of emotional systems. In this certain example (below), it is the emotional harmony system.


Hubspot talks about the way that anger can wake people up and spur action.

Read here how they describe it:

“Most people think that it is best to avoid anger – it’s a negative emotion that will cause negative associations. But in some cases, anger can wake people up and spur action. We become angry when we see another person hurt or an injustice.

Disgust and frustration can cause us to reconsider our perspective and ask important questions. A study of the most popular images on imgur.com found that while negative emotions were less common in viral content than in positive, viral success happened when the negative images had an element of anticipation and surprise.”

Actually, the feeling of justice is another category. And I have not written about it yet. But for your information:

In 2003, Alan Sanfey found out that human beings have an unconscious preference for fairness.

His experiment the “Ultimatum Game” investigates the way that that feeling of fairness affects different neural processes in different locations of the brain.

The following example triggers those fairness emotions: if you want to say something is not good and you use words like “you do it like a girl,” that is not right and fair at all.

That emotionally impacts our brain (subconsciously).

On the whole, these are really good examples about emotional marketing. Thank you, HubSpot!

The Power of Emotional Marketing

Small Business Administration (SBA)

> sba.gov/blogs/power-emotional-marketing

They write about the 4 feelings as well:

  • happy,
  • sad,
  • afraid/surprised, and
  • angry/disgusted.

Read here how they describe it:

As a result we see those 4 feelings have gotten very famous (because we talked about it in the article before).

They continue to mention that we need to talk about the benefits.

Read here, how they describe it:

That is a good point. And we have already covered that topic in Chapter 2. But I really like the examples from the author Rieva Lesonsky:

Read the examples here:

That means: display the benefits instead of the features.

But actually, you need both (according to Neuroscience studies I’ve mentioned above).

At first, you should talk about the benefits to create a connection.

It should be explained very simply. That way, it is easy to understand (a.k.a. easy for the brain of the potential customer to connect). Afterwards, you should prove it with specific features.

In that way, you increase your credibility and they will trust you faster. (You could read more about it in Chapter 2.)


They talk about one further fact but only used 1-2 sentences, which is quite a bit too short – but it is a good point:

Show babies or kittens!

Read here how they describe it:

Yes – I agree, and actually, there is another reason! It is related to our revolutionary emotional system of care.

Human beings love babies, or rather, the characteristics of babies (that means: round face, big eyes, a small nose, a small chin, plump cheeks and an elastic soft skin). Those characteristics motivate protective care behavior. It is an instinct to emotionally bond parents to their children. That feeling is extendable to foreign children as well.

That is why advertising of cute puppies or hungry children emotionally appeals to us.

It is a great article from SBA about emotional marketing. Thank you!

5 Ways to Get to the Heart of Emotional Marketing


> entrepreneur.com/article/297367

They have a pretty good definition of Emotional Marketing. See it here:

Here is how the author Ivy Cohen describes Emotional Marketing – it is pretty good:

“Emotional marketing tells a story that connects with an audience in a human or personal way.

With consumers increasingly making buying decisions driven by feelings rather than logic, emotional marketing creates meaningful relationships that result in brand fans, replacing the loyalty marketing approach of years past.

The proliferation of new media channels, platforms and devices means consumers have greater access to brand stories, and marketers have more ways to convey their brand’s identity and vision. Done right, emotional marketing helps marketers differentiate and compete in this changing environment, and conveys a brand’s values, interests and passion.”

Thank you Ivy Cohen!

What are the tactics?

They point out some tactics: they write, “Here are five approaches to emotional marketing that can turn casual consumers into brand fans: Inspirational, Aspirational, Love, Milestones and Local.”

Let’s dive in.

1. Inspirational

Their examples include several emotional systems.

In conclusion, I think she means that potential customers want to feel similar to the testimonials. We can summarize this under the following tactic: display the benefits of the purchase (show how the customer will feel after the purchase).

Here we have different opportunities (different emotional systems). I guess Entrepreneurs focus on the emotional status systems, for instance, being successful in sport (Nike) by saying:

“They may feel a sense of pride when someone they relate to accomplishes an unexpected feat or overcomes an obstacle. Or, they may be swayed by seeing a good deed in action.

The right human-interest story or a spokesperson who embodies the brand makes the inspirational approach work. Effectively associating your brand with a role model that people can believe in may lead people to believe in your product as well. Gatorade and Nike have mastered the inspirational approach, using athletes like Serena Williams and Michael Jordan as brand ambassadors who inspire audiences not simply with their looks or fame but with their accomplishments, talents and perseverance.”

The second thing they describe are just more examples (which will be confusing if you try to find an actionable tactic):

“Building an emotional connection with your customers can be magical and create a halo effect for your brand. Dawn dish soap was hailed as a wildlife rescue hero for cleaning hundreds of birds after the Gulf Coast oil spill in 2010. Consumers viewed the brand with pride for being part of the overall humanitarian response to this ecological disaster.

Honda’s Power of Dreams campaign celebrates “people who chase their dreams with reckless abandon, and the amazing things that happen when their dreams come true.” While featuring celebrities such as Amy Adams and Steve Carell, the campaign actually conveys an even richer brand story by paying tribute to Honda’s founder Soichiro Honda, whose pursuit of dreams made Honda a success.”

That is a good point! What she means is that customers feel pride of being part of a association or support heroes or association which matches their personality. In that way they feel related to the hero and to the brand. The brand is mirroring the personality of the customers that is very powerful. It is like the customers look in the mirrors and they see an x-times better version of themselves.

Those examples includes actually three Emotional Systems: Those stories are emotional because of our evolutionary emotional system of care. Human being like to help. It is related to the evolution. Pride is always connected to the status emotional system. They would like to have some status credits for helping. When other people see that you helped it would increase your status.

Improving the environment where we live is related to harmony emotional system. People with a strong harmony emotional system like to feel good (e.g. at home) and like to have an easy going live. For instance they do not like to negotiate prices or complicate technical arguments. Their favorite product just needs to make all their friends happy, easily.“


2. Aspirational

It is this kind of system: display the benefits and show how the customer will feel after the purchase. The benefits could be addressed by several emotional systems, e.g. balance/security (for finances), stimulant (for fun).

Here is how they describe it:

“Aspirational campaigns create a brand presence that taps into an audience’s dreams, their desire to reach a lofty goal or enjoy a lifestyle or experience they long for. They may aspire to be financially secure, send a child to college or hit the open road in a status vehicle.

Marketers considering an aspirational approach must understand the need, hope or desire their brand fills for their target customer and how their brand reflects people’s self-image and identity. Then they must build a story that brings the dream to life. GE hopes young women will aspire to enter the STEM fields by honoring female scientists with its Balance the Equation campaign, which includes the ad ‘What If Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity.‘ ”

In the next part, they address the emotional dominance and stimulation system.

See here:

“In the luxury category, Hermes conveys the image that its products are for those who are elegant, worldly and appreciate fine craftsmanship. Even if you’ve never traveled the world, owning an Hermes product shows you appreciate worldliness in a way others may not. Those who drive a Tesla do so because they believe in the company’s aspirational mission: ‘to accelerate the world’s transition to sustainable energy.‘ ”

In my opinion, people buy Tesla because their personality loves new things and technology (it appeals to a strong emotional stimulation system) or/and they want to have the best and most powerful things on the market, which helps to improve their status (emotional dominance system).

I disagree that people buy a Tesla because of environmental reasons because for that reason there are other vehicles out there which are cheaper and possibly more effective (e.g. small solar cars). But I do not work for Tesla, and I do not have the analytics of their target market – maybe I’m wrong. Please leave a comment below – what do you think? You would help all readers to figure it out.

3. Expressing love

Sure, the obvious content could be “love”. But when we want to talk about emotions and emotional systems in the brain, we’ll need to dive much deeper. First of all, “love” is a feeling which can be motivated by a ton of different emotions.

Let’s take a closer look!

They talk about Subaru and Lysol campaigns.

See here how they describe it:

“The most effective way to humanize a company is by demonstrating that the brand makes someone’s life better, easier or brings them joy. Brands such as Pandora (jewelry) and FTD help show someone you care on important occasions.

The long-running ‘Love – it’s what makes a Subaru, a Subaru‘ campaign is classic, and ADT’s ‘Always There‘ campaign promises to protect your home and help your family feel safe. Lysol’s new ‘Protect Like a Mother‘ campaign likens mothers to wild animals who instinctively protect their young from anything – even germs.”

Actually, they address the emotional security systems, which tend to be very strong in the brain of elderly people (instead of young people which tend to be focused on stimulation, e.g. fun, action, and risk). As a result, Subaru target parents.

On the first glance it seems they address love, but they truly address safety. That is much more powerful and accurately focused than love, which could be a lot of other things as well.

For example, if you want to target young people, we assume to address “love,” which is still very superficial. Would you display a kissing couple?

Sure, love is for young people very important and takes a lot of space in their life. BUT! If you show a car that makes fun, is fast ,and increases the status of the driver, it also improves their chance of getting a better love life. Instead of showing kissing couples, you should consider showing how the driver’s status will increase before the kissing couple – for young people.

In my opinion, it will confuse you if you try to address love. What you need to trigger are emotional systems – the motivators for love.

4. A milestone connection

A milestone connection is a good idea, but the right emotional category would be the emotional balance system.

See some milestones examples:

“Milestones can be an opportunity to strengthen your brand’s relationship with your customers. The Big Mac turns 50 this year, Star Wars debuted 40 years ago and the jelly giant J.M. Smucker is 120 years old, and their companies are proudly celebrating these anniversaries.

Additionally, a brand can focus on life milestones that are important to its audience and develop a strategy that resonates with them. Oscar Meyer’s recent back to school campaign shows real moms talking about the bittersweet moment of watching their kids go to school for the first time and in a twist, having the kids make lunch for their parents to ease the transition.”


Because a purchase is always a risk – that is why sometimes it is hard to make a buying decision … because we could buy the wrong product. But if we know particular products or brands have a long-lasting quality, we feel safe buying those products. Many people trust them for a long time, so we should trust them as well.

These are the same emotions which are addressed by testimonials or case studies.

Another example uses babies:

“(…) even just creating a story about your brand’s presence in the lives of those experiencing a milestone can be very effective. New York Life features a child’s first steps and assures you that it will be there for ‘all of life’s ups and downs.‘ And Huggies goes into the delivery room in its ‘Baby’s First Hug‘ campaign to remind new moms that hugs strengthen babies’ immune systems.“ 

The second paragraph talks about another emotional system: the revolutionary emotional system of care. Every human being likes babies subconsciously (that is how nature makes sure we reproduce).


Because the characteristics of babies (e.g. round face, big eyes, a small nose, a small chin, plump cheeks and an elastic soft skin) animates the human being’s protective and care behaviors.

As a result – keep in mind – babies always address emotions.

5. The local angle

They talk about location-specific marketing:

“A brand can gain fans by connecting to people’s pride and passion for where they live. Brands with a trendy ‘buy local‘ strategy tailor their stories and platforms to the cities in which they do business.

National auto brands, retailers and banks tie into their local markets through campaigns featuring famous local attractions, local schools and colleges, and hometown sports teams. Brands like Bank of America and Target play active roles in local programs and partnerships that make communities better places to live and work.

Clif Bar sponsors numerous running and cultural events in cities throughout the U.S. and is a highly visible participant with events like its mid-marathon dance parties. Location-specific marketing is also a particularly valuable approach for young, smaller businesses or franchises that may have smaller budgets, but can trade on their local presence and connection to the community.” 

That means you should reflect pieces of your audience’s personality. If your clients or customers look in the mirror, they will feel related to.

If the brand does something positive for their environment, they will definitely arouse emotions. It will directly affect the customers.

It arouses the emotional harmony system. It cares about the environment, which should be comfortable and simple. If brands make communities better places to live and work, that arouses emotions (harmony).

But the “pride” part arouses different emotions: the emotional status system. When customers support brands by showing their logo, they want to increase their own status. They want to be a part of it. They would like to get some credit for the improvement as well. Pride arouses the emotional status system.

Finally, Entrepreneur gives a conclusion:

It’s about understanding your audience, storytelling on several platforms, and authenticity.

See here how they describe it:

“Be real in real-time. While theoretically any of these emotional marketing approaches can apply to all kinds of businesses, one thing remains the same: You must be consistent in your storytelling across all platforms to bring it to life.

Ensuring that your story and delivery evoke the same tone and message across multiple platforms builds a credible, meaningful and recognizable brand that will resonate with customers. While creating this type of marketing strategy may seem like an insurmountable – and cost prohibitive – task, small businesses should not be discouraged. You don’t have to have a giant budget to create brand fans.

Understand your audience, tell a believable story, be prepared to work harder and use the platforms your audience uses to give you the most visibility and “bang for your buck. (…) Regardless of the strategy you choose, remember that the key to creating a successful emotional marketing campaign is authenticity. If you truly understand the promise your brand is making to its audience and speak from the heart, your brand will connect at a whole new level and transform customers into friends.” 

You should understand your audience and try to arouse their strongest unconscious desires (emotional systems).

On the whole, it is a great article about emotional marketing. Thank you Entrepreneur!

Emotional Marketing Examples Scientifically Proven To Sway Buyers


> instapage.com/blog/emotional-marketing

Instapages talks about Emotional Branding:

Apple’s branding strategy uses simplicity, a clean design and most importantly, a desire to become part of a lifestyle movement. This well-crafted desire appeals to our most basic emotional need: to be part of something bigger than ourselves.

This is one of the reasons why religion and social movements exist, why one is a Democrat or a Republican (or an Independent), or why you might volunteer at a local public school. Apple recognizes that we are social animals and want to be part of a revolution of sorts — part of the newest cutting-edge technology, part of something important (and Steve Jobs exemplified this brilliantly).

Instead of sending out sterile press releases, he created events (that helped spawn recurring announcements like the latest iPhone 7 release) to unveil new Apple products, fostering a sense of mystery and allowing Apple users to feel a part of something big and important. Steve Jobs set the precedent for these events (and their massive impact on consumer culture), and they continue to this day — even after his passing:”

Which means: create a community that your customers want to be part of based on natural social reasons.

It shows a personal struggle and protection from harm by those you love.

Instapage recommends storytelling.

They tell you: “Narratives and storytelling engage consumers’ subconscious and create an emotional connection with the brand and the story.”

More in detail:

They show an great infographic about storytelling facts: https://www.onespot.com/blog/infographic-the-science-of-storytelling/

If you want to understand why Storytelling enhancing the listener’s memory of the story you can watch a video: https://www.youtube.com/watch?v=KKB_JVNGjLY (Unfortunately, they don’t want anybody to embed the video on other websites)

They list some good examples: animated film about Usain Bolt’s life

And finally say: “The viewer connects emotionally with Usain, his mother, and in turn, Gatorade:”

From AirBnB:

The Airbnb story below highlights Carol, who uses Airbnb for supplemental income and going back to school. The 30-second YouTube video discusses how she’s been living in Lower Manhattan for 34 years, lost her job, but loves hosting people through Airbnb. This type of story appeals to the universal desire to help others. By using Airbnb, we can have a place to stay, but also get to know new people and help people like Carol maintain her apartment and lifestyle.

If you are interested to read another good definition about “Emotional Marketing”

“(…) emotions, based on personal feeling and experiences, rather than information about the brand, such as features and facts.

This means that whether you’re marketing a homepage, landing page, or a squeeze page, etc.; connecting emotionally to the viewer is the most important factor. Since consumers tend to choose brands based on emotions rather than logic, the more emotional intelligence a brand has, the better they will do with conversions and ROI.

The Rio Olympics ads discussed previously touched an emotional nerve with consumers so much that consumers shared these videos at an extremely high rate, showing engagement, connection, and peak brand awareness. This incredibly high level of engagement is the Holy Grail in marketing and happens when emotions are involved.”


Honestly, it could be more detailed, see here:

“Colors are scientifically proven to alter a viewer’s emotional, physiological and behavioral states. Gender differences also apply. For example, women are more sensitive to bright colors than men. And different colors evoke different reactions: black and purple are associated with “powerful/strong/masterful,” red is stimulating and blue is associated with “tender/comfortable.” Now, think of the most famous brands associated with these colors: Facebook blue and Coca-Cola red. That’s no coincidence. Many marketers take advantage of this color phenomenon by knowing their target audience while playing to the various emotions they want to invoke.”

If you are interested in color psychology read this thorough articles: https://www.helpscout.net/blog/psychology-of-color/

And Instapage recommend to consider: 
White Space Design: Your Secret Weapon for Great Landing Pages
Which is really true.

If you are interested in color psychology read this articles: https://www.helpscout.net/blog/psychology-of-color/

Instapage recommends that you consider:
White Space Design: Your Secret Weapon for Great Landing Pages
Their source: https://www.wordstream.com/blog/ws/2016/05/20/white-space-design

That is true – I totally agree.

Social Proof:

We’ve already talked about it (above).

Here is what they write about it – in detail:

“Socially-minded services such as Yelp and Airbnb are popular because they utilize the simple powerful word-of-mouth recommendation in our modern-day social media dominated world.

Companies that highlight word-of-mouth recommendations from clients as part of their marketing strategy, are saying,

“Trust us, because many others do.”

In turn, our gut-level emotional response says, “If others trust them, I should, too.”

Social proof can take many forms: testimonials, customer reviews, company logos, or real customer stories. Social proof theory gives a person (or company) credibility because of others’ validation.

This creates a sense of trust and legitimacy in the person or the company. Many companies utilize this strategy in ads, landing pages, and homepages because of the clear benefits they provide. Research shows that 70% of consumers read product reviews before purchasing, and these reviews are 12 times more trusted than the company’s own product description. (…) The split-second first impression is positive, as the viewer recognizes that others trust the company.

For landing pages especially, the first impression is key — you have milliseconds to emotionally connect with viewers — or not. In this sense, it’s best to use a dedicated landing page software with customizable templates.”

Finally, Instapages talks about automated technology – that is definitely important and a future-oriented thing – but in my opinion, that should be discussed in a different category.

If you are interested in it, read it here:

“Technology will never fully replace the human touch, but today’s technology smartly uses data and automation to create an emotionally intelligent connection with customers. The martech and ad tech industry have utilized AI and machine learning to mimic connections that humans would otherwise have with customers. Certain software solutions, such as Optimove, emphasize an emotionally intelligent connection with company’s’ current customer base.

Their marketing automation software focuses on retention and re-engagement, offering highly personalized content; the company practices the use of emotional connection (through data and automation) to appeal to existing customers’ tastes and preferences. They use segmentation, past user behavior, and other data points as part of a smart algorithm to send personalized deals more likely to convert and keep customers loyal.

Autopilot is another marketing automation platform, that specializes in a rich, multi-channel customer journey. Because of their use of segmentation and personalization, the interaction with customers builds an emotionally intelligent relationship with the respective company; the multi-channel approach, while integrating with many other providers helps companies connect and convert more. “


Let me simply summarize their conclusion into:

be like a good friend to your customers!

You can read about it here:

“The best marketing doesn’t feel like marketing,” said the famous “Marketoonist” Tom Fishburne. Does it feel like marketing when you watch a poignant advertisement and connect emotionally with the subject?

Does it feel like marketing when you read a genuine positive customer review of kind waitstaff and great service? Emotional connections happen because we’re human, and we’re built for these connections, wired for them, and rely on them to live a rich, meaningful life. Despite our significant advances in science and technology, human emotion (mainly our subconscious) will always be core to our DNA.

Marketing by appealing to raw and genuine human emotion is essential, smart, and pays off. So, when you design your next landing page, your next CTA or your next ad, remember the universal themes we’ve discussed to appeal to the human side in all of us.“

It is a great article about emotional marketing. Thank you Instapage!

Emotional Marketing




The author, Hisham Darwish makes a good point about emotional marketing by saying:

“In fact, emotions play a role not only in our unconscious, but also shape our conscious thoughts about brands, products and services. Let me say that again, emotions actually shape our conscious thoughts and not the other way around. Sensations evoke emotions to erupt.”

See here more details about emotional marketing:

“Interestingly, the imagery that surrounds words and their meaning (like a song, a photo, the script of the logo) is more important than the words themselves.

You can see this in action-successful brands evoke valuable meaning through associated images, metaphors, myths and legends that induce a particular emotional state and sense of psychological well being. There’s no ‘single message’ that goes with a brand. Everything communicates something.

Consumer psychology is fairly a newly published science, but for hundreds and even thousands of years, business people have used the psychology of consumer emotions to promote their products.

From TV ads to your supermarket’s product placement, you can see these emotional marketing cues tapping into pocketbooks every day. Can you think of one now? I bet you can. Emotional marketing is simply the ability to communicate powerfully through the use of different techniques that evoke emotions. Developers of an emotional marketing strategy can focus on diverse issues to transfer an emotional marketing message.”

He continues with some tactics:

  • Turning Wants into Needs (…) The state of needing is an emotional state that causes your target customers to become attached to the specific idea or outcome that your product infers.” I like that quote. For more details, head to Chapter 3.
  • Use of Fear in Marketing:

    More in detail:

    “Fear describes an emotional reaction to threatening imminent danger with a strong desire to escape the situation. Many marketing messages transfer an alarm to its target customers making the fear center in their brains, the amygdala, aroused, hence inducing an emotional trigger that prompt the consumer to feel a “need” rather than a “want” for your product.”
    I categorize it under “persuasion techniques”
  • Build Trust:

    More in detail:

    “It takes years to build up trust, and only seconds to destroy it. Prior work has conceptualized trust as a product of two factors: – an individual’s propensity to trust and – an individual’s expectations about a trustee’s future behavior.An individual’s propensity to trust is one’s general willingness to rely upon others in situations where opportunism is possible.Your product should be there to increase oxytocin levels in your target customers’ brains, for research have shown that people who trust more have higher levels of oxytocin in their brains. Why some brands seem never to put their lights off? It is because of trust; customers have built a coherent relationship of trust to the brand.Use the trust you build with your customers as your emotional marketing cue.Besides trust in a brand, consumers still want value. When using consumers’ emotions in your marketing, let your potential customers know that value they receive when they buy your products. How much less does your product cost than the competition? Maybe your product costs more, but lasts longer and has more uses exactly as some of brands like baby Johnson.”
  • Sense of Belonging
    This is a good point as well: for example, test driving or using a certain product as part of a 7 day trial.

    More in detail:

    “Developing a sense of belonging make people thrive emotionally. Think about all the people who put the sticker on their cars and are proud to belong to the elite group of a particular product. Customers want to know that they are part of a “family” of others that provides them with a sense of belonging. This important emotional marketing cue lets consumers feel a sense of relation that boosts some wires in their psyche.”

That is a great article about emotional marketing.

Thank you, Think marketing for such a great work!


Let's Get Emotional: The Future Of Online Marketing




I like the introduction about emotional marketing from author Omar Jenblat:

“Throughout 2017, marketers focused on the opportunities virtual and augmented reality pose within the industry. While they are trends to watch, there is a new type of technology garnering a lot of attention.”

He means technology that organizes emotions. He continues talking about his company BusySeed, which is interesting, but does not show any tactics. It says that they analyze emotional data. This does not mean that they do Neuroscience – it means that they organize date – like Google.

Put simply, if people stay longer on a website, the content will be categorized as good, likable content, and if users push the back button, the content will be organized as disappointing, or similar.

If you are interested in it, read a little more here:

“Emotion analytics can identify and analyze the full human emotional spectrum including mood, attitude and emotional personality.

At BusySeed, we prefer to use a mixture of both manual strategies and software to track emotional engagement. Whenever a client’s post goes viral, we do extensive research on why certain posts can be more successful than others. We then repeat these strategies in all future posts.

When customers leave behind reviews on social platforms like Facebook or Yelp, we analyze sentiment by using technologies similar to IBM Watson’s API. The combination of these two methods helps us develop the most successful and emotionally engaging campaign. Paired with existing data and technologies, we will be able to create a marketing strategy that is more precise and effective than ever before.

Companies like Affectiva analyze facial expressions while others like Beyond Verbal analyze emotion in speech. Of course, emotion can be present within written mediums, so companies like Clarabridge offer natural language processing services.”

Then they just talk about how important emotions are. This is actually very well written including some real studies.

However, there are no tactics at all – except buying automatic software, for example BusySeed.

Read here why you should focus on emotions:

“Why focus on emotions? Scientists have uncovered that humans feel first and think second. When confronted with sensory information, the emotional section of the brain can process the information in one-fifth of the time the cognitive section requires.

Emotions also have a large impact on brand loyalty, according to the Tempkin Group. In a 2016 study, they found that when individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company, 7.1 times more likely to purchase more and 6.6 times more likely to forgive a company’s mistake.

Nielsen released a study in 2016 which revealed that ads with an above average emotional response from consumers caused a 23% increase in sales compared to average advertisements. The Harvard Business Review has also stated that a positive emotional bond with a company is more important to consumers than customer satisfaction.”

Thank you, Forbes! You gave us great insights about emotional marketing!

What is Emotional marketing definition?


> digitalmarketing-glossary.com/What-is-Emotional-marketing-definition


This article just defines Emotional Marketing, which is fine, but we are looking for actionable tactics.

See here:

“Emotional marketing refers to all marketing activities aimed to arouse emotions (affective disorders or reactions) in individuals exposed to the marketing message. In most cases, the goal is to arouse positive emotions related to a brand or a company, but in some rare cases it may be less pleasant or negative emotions (messages related to humanitarian causes or road safety for example).

Emotional marketing includes emotional advertising and some uses of sensory marketing. Arousing emotions in exposed consumers can allow:

  • To promote the act of purchasing in point of sale
  • To foster advertising memorization
  • To favor brand loyalty Emotions have long been used in marketing but recent progresses have been made to measure the emotional impact or efficiency, particularly in the field of advertising effectiveness.

To go further on the subject, see emotional effectiveness. Measuring the generated emotions is one of the field of application of Neuromarketing.”

On the whole, it is a great definition about emotional marketing. Thank you Digital Marketing!

Emotional branding


> en.wikipedia.org/wiki/Emotional_branding


Wikipedia defines emotional branding (for the search term “Emotional Marketing”):

See here how they describe emotional branding:

“Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs and aspirations.

Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love.

Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald’s brand.

Emotions towards a brand An emotional bond must be developed between the consumer and the product for a brand to be successful. Emotion is a mental state derived from ones intuitive feelings, which arise from reasoning, knowledge and cognitive appraisals of events or thoughts. Emotion may trigger actions depending on its nature and the reason for the person having emotion. 

Emotions happen as feedback of what one makes of a situation such as a brand consumption experience. Emotion is different from attitude, attitude is learned over time and controls responses whereas emotion is rarely consistent and occurs differently in separate events. Therefore, emotion is less consistent than attitude. Emotions arise on brand consumption and attitudes do not. 

Attitude is harder to change than emotion. Emotion plays a dominant role on the influence of brand experience and brand loyalty, ‘marketing practitioners need to pay more attention to customers emotions than to customers brand cognition’ (Ding & Tseng, 2015).” 

I really like one paragraph:

“Emotions cause the positive or negative relationship between brand experience and brand loyalty. (…) This is where experiential marketing is proven effective as it can attain brand loyalty by appealing to emotions. Emotions are triggered by fantasies, imagination, feelings, and pleasure experienced during consumption of an object.

The promise of pleasure in consumption forms a powerful and ongoing motivation for consumers to want to experience the pleasurable feelings again and again. Consumers tend to be loyal to a brand because they want to re-experience the pleasurable feelings.”

Wikipedia continues with some kind of definition (well written):

“Customer emotional attachment – Emotional branding is critical in marketing as customer emotional attachment towards a brand such as feelings of sympathy, sadness, pride, and anger results in distinct meaning of the individual’s environment and therefore has unique motivational implications towards the choice and decision making.

Marketers use tactics such as a young child or an animal to capture the hearts of the audience. This bond between the customer and the brand affects the behavior of the customer, which in turn can foster the firm’s profitability and the customer’s value to the firm. It is a basic human need to want to form an attachment. Customers can form emotional attachments to an array of objects such as collectibles, gifts and of course brands.

Despite the fact that an emotional attachment to an object is unlikely to be similar in strength as an attachment between two humans, the fundamental properties and behavioral effects of emotional attachment are similar. Emotional attachment to a brand is underpinned by love, affection and connection towards the brand. These components of emotional attachment convey that a customer with a stronger emotional attachment is likely to be more committed and emotionally attached to a brand. Emotional attachment at a higher level is likely to increase a customer’s emotional need for the brand.

As the customer becomes more united with a brand, they are likely to stay relatively close with the brand as the presence of the brand offers feelings of enjoyment, delight, and security. This concludes that a customer with higher levels of attachment to a brand is more likely to commit to being in a long-term relationship with the brand. Marketers need to ensure they are reaching the right kind of emotions within the consumer, which correlate with the brand.”


“The purpose of emotional branding is to create a bond between the consumer and the product by provoking the consumer’s emotion. Vance Packard’s The Hidden Persuaders speaks to the emotional response of consumers to advertising. It reads, ‘In the buying situation, the consumer generally acts emotionally and compulsively, unsubconsciously reacting to the images and designs that are associated with the product.’ (…)

The notion that emotion is not only associated with compulsiveness and irrationality, but is a subconscious reaction, is the framework that drives emotional branding theory. Today’s most successful companies are said to have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. Marketers who’ve broken through the clutter have done so by connecting with consumers and, thereby, have created strong emotional bonds through their brands. (…)

Author Barbara Green states ‘You have to have a love affair with the consumer-flirt with them, provide that titillating buzz. When that flirtatious relationship becomes a deep relationship, then you have a major brand.’ The process of Emotional Branding has an underlying concept based on four important factors which acts as a blueprint: Relationship, Sensorial Experience, Imagination and Vision. The relationship aspect of emotional branding establish a connection based on mutual respect for consumers by giving them an experience that touches them emotionally. It is critical that the companies are able to adapt with the rapid shifting of consumer trends.

Many organizations are not aware of the changing trends in the consumer population, such as the growing number of multicultural races in the target market and the impact of feminism in our current generation, which is profoundly affecting consumer brand expectations.

Researchers are yet to expound the depths of sensorial experience because it could potentially lead to deeper explanation as to how and why the use multisensory brand experience could trigger an emotional response from the consumer. Sensorial experience also explains how companies were able to apply and manipulate human emotions on the product to win the favour of consumers. Imagination is the piece of emotional branding that makes the whole process real.

Creative approaches include an in-depth study of the design detail of a product from production, packaging, delivery in stores and advertisement.

At this stage, these media must have developed a fresh, new way of appealing to the hearts of consumers. This challenges future institutions to continuously generate innovative ideas to keep the business growing in the market, as well as keeping the interest of present consumers. Envisioning the brand’s future plays an important factor in its long-term success. New competitors always enter the market and in order to maintain the market positioning, businesses should be prepared to innovate ideas to keep its edge.

Maintaining the edge in the market equals to having fresh, new concepts to replace gaps in the market, thus engaging more potential customers to buy their product. This sort of principle would leave a lasting impression in the buyer’s minds and it would also set an example for the future generation that a business must create a leading brand which prioritizes its consumer needs.”

The Ten Commandments of Emotional Branding:

“Gobé created the ‘Ten Commandments of Emotional Branding’ to further explain the key differences between brand awareness in comparison with a brand’s ability to connect emotionally with its consumers, allowing the brand to express its desire to be preferred. (…)

I. From Consumers → to People Emotional branding allows companies to create a relationship with its consumers that is based on mutual respect. This approach would help potential consumers to have a positive attitude towards the product, creating an attraction between the brand and the items being sold without being forced to purchase.

II. From Product → to Experience Emotional branding creates an emotional memory between the buyer and the product as a form of connection that goes beyond need. Need is based on price and convenience, buying the product experience has an added value to it which money won’t be able to buy.

III. From Honesty → to Trust Emotional branding builds trust. It is one of the fundamental values of a brand which requires genuine effort from the company. This brings total comfort to customers and it gives advantage to the company because the buyers will put their brand as one of their top choices.

IV. From Quality → to Preference Emotional Branding helps a brand become a consumer’s preference. The quality is an essential factor to stay in business, however achieving preferential status by consumers mean that the product made a real connection with its users.

V. From Notoriety → to Aspiration Emotional Branding shapes a business to be an aspiration instead of simply being known. Brand awareness creates familiarity with its users but to be attain success, the brand must be able to inspire the user to be desired.

VI. From Identity → to Personality Emotional Branding teaches a company to build its personality to create a lasting impact on users. Brand personalities form charismatic attitude that would trigger positive emotional response towards the brand.

VII. From Function → to Feel Emotional Branding makes experience as an important factor in creating brand identity. The product may perform according to its practical function, but emotional branding enables the user to have a deeper emotional experience while using the product.

VIII. From Ubiquity → to Presence Similar with having an experience, emotional branding promotes brand presence as it also creates an impact on potential users, ensuring a permanent connection with people.

IX. From Communication → to Dialogue Emotional branding encourages to have a conversation with its target audience. It means that there should be a dialogue from the company relayed to the target audience via personal message to share actual experiences with the product.

X. From Service → to Relationship Emotional branding helps create a special relationship between the brand and its loyal users. Creating a relationship with the consumers is perhaps the most important aspect of emotional branding because the company intends to have a deep connection with its customers and it will create an important bond among its users. Following this guideline will allow growing businesses to establish and develop deep relationship with their target market.

This allows new associations to build strong foundations for their company culture, portraying personalities and specific values which reflect the entity as a whole. This way, consumers would create a closer bond with the brand as the product managed to trigger an emotional response the company was hoping to achieve from its users. Though it would be safe to think that the criteria consumers use to make their buying decisions were based on price and quality consideration, it is more likely that users will make choices based primarily on emotional instinct. Consumers will use their emotions as the foundation of their judgement and as the old saying goes “feelings are facts”.

It is important to foster positive emotional connections not only when communicating with potential customers, but also it should extend to long-time audience to keep their loyalty. Emotional branding gives less focus on the quality, convenience and value of the goods but to be able to maintain a strong bond in a long term basis, it emphasizes the importance of building strong bond with their customers.”

Also the “Techniques” section contains a lot of definitions, as follows:

“Emotional branding uses the consumer’s ability to process messages to promote a significant feeling associated with the brand. The two types of processing that a person can use to comprehend branding are Active Processing, which is learning that happens when deep, attentive processing is being applied, or, Implicit processing, which is when meaning can be processed without awareness. (…)

Emotional branding is quite complex, in that a person can interpret a brand image through attentive processing, but once their emotions are provoked, the meaning that they take from the brand image can be implicitly processed, or in other words, subconsciously created. Author Antonio Damasio notes, ‘We are more vulnerable when we are only vagely aware that our emotions are being influenced, and most vulnerable when we have no idea at all that our emotions are being influenced.’ (…)

An example of this could be music playing in a store to create a subconscious mood. There are multiple techniques for achieving an emotional response to a brand. The first, and perhaps the most complicated method is by attaching the brand to a certain set of ideological values. This works best when the advertiser has done substantial amounts of research on the demographic audience, knowing what values and ideas will trigger an emotional response and connection to the brand.

The values can be embedded into the brand through images and language. An example of this would be the family values and essence of childhood and bonding portrayed in Walt Disney World Ads. Emotional branding uses a series of themes and symbols to create meaning for a consumer. (…)

In this sense, theme means a concept or story line that is present throughout an ad, and if integrated well-enough, throughout the brand. A “symbol” is representative of the theme. Vance Packard’s The Hidden Persuaders suggests that the symbol represents a promise and consumers buy the promise. The text reads, ‘The cosmetic manufacturers are not selling Lanolin, they are selling hope. We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige. As suggested in Edward Bernays’

The Engineering of Consent, Themes must appeal to human motivations in order to be successful. Motivation lies deep with a person’s subconscious desires to achieve or meet certain goals. Bernays suggests that there is an extensive list of factors that drive motivation based on both ideological values and personal experience.”

But there is something that has gotten my attention:

There are a few techniques used with symbolism.

“The first is making the theme and symbol of a brand continuously publicized. The second technique is making sure that the theme and symbol hold substance and promote a specific idea about the company. The company symbol needs to be adaptable to a changing society while standing firmly as a set of values.

Symbols can represent multiple themes simultaneously, as suggested by Bernays. For example, a kitten can represent both playfulness and comfort. Symbols provide a promise for a sense of fulfillment associated with their brand. Vance Packard highlights the eight hidden needs that consumers have that themes and symbols attempt to sell. The eight needs are as follows:

  1. Emotional security
  2. Reassurance of worth
  3. Ego-gratification
  4. Creative outlets
  5. Love objects
  6. Sense of power
  7. Sense of roots
  8. Immortality”

According to Packard, Vance. The Hidden Persuaders. New York: D. McKay, 1957. Print.


Wikipedia continues:

“These needs, which are subconsciously emotion-based, serve as a foundation for emotional branding and allow marketers to create a self-fulfilling prophecy when it comes to consumer needs. People want to fulfill these needs, and advertisers promote the need to fulfill these needs in a perpetual cycle (…).“

“A second method of emotional branding is making a literal statement about a product and its association to emotion. An example of this can be seen in a 1966 Hamlet Cigar ad that states ‘Happiness is a cigar called Hamlet.’ (…) This associates the brand with a particular emotion in the most literal way possible (…).“

A third method of association to emotion is giving the consumer an emotional reaction to an ad. An example of this in advertising could be calming music playing simultaneously with images of people enjoying the product. This method works best when irrational emotions are evoked. For example, playing somber music with images of people struggling without the product would create an irrational connection to the product by playing on the consumer’s sadness. In one way, the brand creates a positive connotation with itself, in another, the brand creates a negative connotation of life without the product. These are both examples of emotional branding. (…)

It is important to note that emotional branding is something that comes with time and long standing presence. For example, attachment of the specific emotion of “nostalgia” to the Kodak brand of film, ‘bonding’ to the Jim Beam bourbon brand, and ‘love’ to the McDonald’s brand are built over time (…). Through repetition of these themes and symbols, these brand names have reached brand euphoria, where meaning no longer needs to be created, as enough branding has been done to solidify the brand image.”


Wikipedia also mentions:

“(…) Emotional branding is a notable tool used in advertising in many South and Southeast Asian countries particularly Thailand, India, Singapore and Malaysia. They normally run between 3 minutes to over 15 minutes in length and generally depict a story.”

Could you guess why? Because of the high competition? The market is much more oversaturated than our market.


That article Emotional Branding matches Emotional Marketing as well.

Thanks to Google for realize that (because they rank it under Emotional Marketing).

Anyway, thank you Wikipedia – great article!

Emotional Marketing?


> bigthink.com/cue-the-future/emotional-marketing


This article about Emotional Marketing gives examples for storytelling.

I’m not going into details because we are looking for tactics – but there is something that has gotten my attention.

They talk about a very interesting experiment:

“the goal was to determine whether you could take an object worth very little and make it worth much more by giving it a story, by endowing it with meaning.”

Read more:

The most interesting part is the example from Apple: “In this 120 second commercial, Apple uses a series of small vignettes that highlight people’s lives being fundamentally altered by Facetime.

  • A traveling businessman gets to see his young family back at home — making them all very, very happy.
  • A new graduate gets to show her grandparents her cap and gown — letting them share a special moment together, despite not being physically near.
  • Two friends trade advice and talk.
  • A soldier in a barracks can see the first sonogram of his child back home.
  • A deaf person can communicate with their significant other while traveling. This being not possible prior to apple’s invention.

The ad isn’t targeted at these demographics. It’s not touting a heavy list of new features. This ad is simply sharing a story that warms your heart. Even if you don’t leave the experience wanting an iPhone, you leave thinking of the iPhone as a product that improves people’s lives.

That’s a powerful feeling to create in someone. Brands that create this feeling transcend the transactional relationship and become part of their customer’s identity. Apple, Audi, Leica, Sony, Muji, Kodak, and Porsche are all examples of this.”

These are great examples about emotional marketing. Thank you, Big Think!

The Effects of Emotional Marketing?


> smallbusiness.chron.com/effects-emotional-marketing-57144.html


This article just raises the awareness of emotional marketing. However, they offer other articles which are linked directly from this one. As a bonus, I’ve investigated further interesting internal links from SmallBusinessChron. Keep on reading!

See how they raise the awareness of emotional marketing:

“Small-business owners can use emotional marketing to increase the effectiveness of their marketing campaigns. The key is to develop an advertising concept that speaks directly to the consumers you plan to target, capitalizing on the emotions they are likely to be feeling at this stage of their lives. The content and aesthetics of your marketing campaign should work together to create a cohesive message in line with the emotional appeal you hope to make.


Many factors determine the effectiveness of emotional marketing. Variations in consumers’ value systems, for example, might cause your advertisement to stimulate different emotions in various consumer groups. People’s wishes and desires also change significantly as they move through the stages of life.

For instance, an advertisement that stimulates an emotional response in adolescents might have little effect on 40-year-olds and no effect at all on senior citizens. In other words, for your emotional marketing to be effective, you must understand the needs and emotions of the consumer groups you plan to target.

Memorable Advertising

The right emotional appeal can touch people’s cores, making it easier for them to recall your sales message later. New parents are protective of their families, for example, so an automobile manufacturer could appeal to this consumer group with a series of television commercials featuring real-life customers discussing how the car’s safety features protected their families during dangerous accidents. These stories could have a significant impact on new parents, convincing them to choose that brand of car over its competitors.

Positive Associations

Linking positive emotions to your brand name creates goodwill for your products. For example, if you consistently include images of happy families in your advertisements, people will begin to view your brand as family-friendly. Your advertisement can solidify the connection by linking the images you present with the objective of your marketing campaign. For example, a lawn-care company could promote its services using images of happy families picnicking on beautifully maintained lawns.

Expert Insight

Scientists still don’t understand exactly how emotions, memories and rational processes interact, but it seems likely the emotional associations you create with your advertisements have a significant influence on consumers later, when they encounter your product in a store, for example. It’s also plausible that the more positive and frequent the emotional associations, the more likely consumers will favor your product over lesser-known competitors.

Let’s take a look at a couple internal links.

How Is Emotional Appeal Used to Persuade?


They combine emotional appeal with persuasion:

The claim that emotions drive buying decisions while logic justifies buying decisions is hardly newsworthy. This approach to selling has been taught in sales-training seminars for decades. It is useful, however, to explore why people tend to buy with their hearts and rationalize with their heads. This will assist in a better understanding of how emotional appeal is used to persuade.” 

They say that there are two persuasive techniques: 1. Rational and 2. Emotional

More in detail:

There are basically two ways to persuade: rational persuasion and emotional persuasion. Rational persuasion employs logical arguments and believable evidence. Rational persuasion requires that the target or audience make an active effort in receiving and evaluating the information.

The conscious minds must be engaged and the audience must be sufficiently motivated to process the information. Emotional persuasion relies on the subconscious mind’s “auto-pilot” to handle the chores of receiving, processing and evaluating information to make a decision.

However, the subconscious mind is clueless about processing and evaluating information based on conscious thought. Consequently, emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for conscious thought. In other words, when decisions are made at the subconscious level, they are based on emotions and instincts, or “gut feeling.” 

They talk about the power of the subconscious.

We’ve already talked about the power of the subconscious

Here is how they describe it:

Why Emotional Appeals Work?

Thinking is a laborious task. Experts in neuroscience say that the mere act of thinking burns three times more calories than a less-challenging task like watching TV. The experts also note that the human brain runs on idle in a non-thinking state 95 percent of the time. Marketers clearly don’t bet their budgets on consumers being asleep at the switch 95 percent of the time.

The stats strongly suggest, however, that people are more susceptible to emotional appeals because their brains are in an idle, subliminal state most of the time.

(…) The Advertising Education Foundation lends authority to the importance of emotional appeals by calling attention to the fact that the average person is exposed to more than 3,000 ads per day. It would be impossible to process the content of these ads with the conscious mind even if the brain was actively engaged 24/7.

As such, AEF counsels that advertising appeals must transcend the rational – for example “cleans your windows” – just to bust out of the clutter.”

I like the following paragraph:

“(…) that effective emotional appeals should subliminally excite that singular thought, belief, hope, dream or expectation to get the target’s attention. (…)”

They continue with the solutions to the dissonance, which means playing with negative and positive feelings by offering the solution! For instance, car insurance salespeople talk about accidents (fear). As a result, they have a solution.

“They also use cognitive consonance theory to align their “pitches” to be internally compatible with people’s attitudes and beliefs.”

They list Aristotle’s 14 emotions: anger, mildness, love, enmity, fear, confidence, shame, shamelessness, benevolence, pity, indignation, envy, emulation, and contempt.

See here:

“Catalog of Emotions Triggers are attached to all positive and negative emotions that can be pulled in emotional appeals intended to persuade. Marketers and salespeople often use cognitive dissonance theory to persuade by creating emotional tension between conflicting positive and negative emotions, and then offering whatever they’re selling as the solution to the dissonance.

They also use cognitive consonance theory to align their ‘pitches’ to be internally compatible with people’s attitudes and beliefs. Although the range of human emotions is enormous, Aristotle settled on 14 prime positive and negative emotions 2,500 years ago that are manipulated to this day in appeals to persuade. Aristotle’s 14 emotions are: anger, mildness, love, enmity, fear, confidence, shame, shamelessness, benevolence, pity, indignation, envy, emulation and contempt.”


A further internal link goes to:

Difference in Rational & Emotional Marketing?


They differentiate between rational and emotional marketing (briefly):

See here:

Explain why your product is better, in a simple and easily understood way, and potential customers will flock to buy it. It’s a common sense approach to advertising that appeals to entrepreneurs who have rational minds themselves, but critics argue that it can fall flat in real-world settings. (…)

“The emotional approach to marketing takes a completely different tack. In this type of campaign, the focus isn’t on what the product does but how it makes you feel, or the emotional needs it meets.” 

But we already know that we actually need both. Start with a simple emotional argument and end up with rational facts as proof to increase the credibility.

They also recommend using emotional marketing for B2B.

See here:

“The debate is especially sharp when you’re marketing to other businesses instead of directly to consumers. Business to business or B2B marketing often defaults to the rational approach, on the grounds that someone investing large amounts of company money in a purchase needs to work from a base of cold, hard facts.

That conventional wisdom was turned on its ear by the wildly successful ‘Cat Herders’ commercial EDS aired during the Super Bowl in 2000. Overnight EDS went from ‘old school’ to cool, and marketers came to realize that even business buyers can be swayed by emotion. Make them laugh, make them say ‘”Wow!’ or make them feel you’ll make their life simpler, and you’ve got a good chance of making your sale.”

Their conclusion is pretty good.

See here:

“Stronger Together Many figures in the marketing industry argue that the whole debate between reason and emotion is a false one. We’re both rational and emotional beings, they argue, and it’s foolish to focus your marketing campaigns on one or the other.

By that reasoning, the most effective campaigns deploy both reason and emotion to support your product. For an example, pay close attention to the next commercial you see for a pickup truck.

It’ll be careful to spell out a rational case for buying the vehicle – towing and hauling capacity, rugged construction, attractive lease options – but the music and visuals will appeal to your emotions, and a parade of actors portraying construction workers, farmers and ranchers will convey a message of hard work and integrity. The combination makes for the kind of powerful package that’s needed in a tough, competitive market.”

They recommend both, which I recommend as well. Good job, guys! Thank you for your article.


There are more interesting internal links. Let’s dive in:

Top Five Appeals That Advertisers Use to Sell a Product?


They talk about the fact that the most common advertising appeals are:

  • fear
  • humor
  • rational
  • sex
  • bandwagon propaganda



Yes, that’s right. We’ve already talked about that kind of feeling and how marketers can offer a solution (above).

More in detail:

Fear appeals focus on the negative outcomes that can happen because of an action or inaction. Advertisers use fear appeals to promote an immediate behavior change such as eating healthier or not smoking. Another fear tactic involves isolation.

People will purchase a product to avoid isolation from others because of bad hygiene. Deodorant and toothpaste ads often employ this tactic. Government agencies appeal to an individual’s fear of death or incarceration to prevent drinking and driving. Fear appeals work when the recommended action is specific, effective and plausible. For example, ads geared toward smokers can be ineffective if the person does not believe quitting is within reach.



See here:

“Humor appeals make consumers laugh and create an emotional link with the product. A well-executed humor appeal enhances recollection, evaluation and the intent to purchase the product. Advertisers link the product with the humor. For example, a humorous insurance ad hits the mark when the humor shows the consumer why having insurance is beneficial.

Using humor at the expense of one group may lead to resentment. Senior citizens may resent a product that portrays them as grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous ads work best with established and commonly purchased products such as cellphones, fast food and alcoholic beverages.”

True! Humor is a feeling that works, but it still depends on your target audience. They mention that humor works best with cell phones, fast food and alcoholic beverages. Actually, it depends on the human being instead of the product.

Let’s reverse it: those products are interesting for younger people. Younger people tend to have a stronger emotional stimulant system, which means fun.

There you have your simple explanation about why such products work with humor: because that type of customer likes funny things (additionally, younger people love social media).



See here:

Rational or logical appeals focus on the consumer’s need for practicality and functionality in a product. Advertisers relay this message by focusing on product features and cost. These ads tell consumers the benefits associated with the purchase of a product. The advertiser then provides proof to back up the claims.

An automobile advertisement focuses on gas efficiency, mileage and prices to reach consumers who want a cost-efficient, reliable vehicle. Household appliance manufacturers may place emphasis on features that lower home utility costs and protect the environment. Printed and business-to-business advertisements are better suited for rational appeals.

Of course, rational is not emotional, but we’ve already read about the fact that we need rational facts to prove our actual emotional arguments. We have already talked about that as well (above).



See here:

“Sex appeals capture attention, but seldom promote product consumption. Effective sex appeal ads convey a specific message to the target demographic group. Beer advertisers often use sex appeal to promote their product to men. The typical scene involves several young, average-looking men in a bar.

The men purchase the beer and gain the attention of an attractive young woman. Fragrance products use sex appeal to convey romance to women by indicating the use of the product will help her find the man of her dreams. Generally done by showing the woman spraying the fragrance and then capturing the attention of an attractive male who passes her on the street. Overly overt images subtract from the overall message the advertiser wants to convey.”

I think about it differently. Sex matters rather a lot unconsciously (instead of consciously). Remember, our evolutionary instincts are for survival and reproduction.

We do a lot of things unconsciously to make ourselves feel attractive (and to find a mate). We consume fashion and make up and we do exercises to be attractive. We want to be seen as attractive to unconsciously get more options for reproduction, especially if we are the proud performer type of customer.

But remember, everybody has the emotional performer system, but in different strength – at least everybody has a little feeling of it.


Bandwagon effect

See here:

“A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s need to belong. Food and drink ads show hip young adults enjoying a product and ignoring the individual who chooses the less popular product. Medical products show consensus by indicating the number of medical professionals who support the product. For example, a cold medicine ad may say, ‘Eight out of 10 doctors recommend this product’ to show product effectiveness.

Automobile dealers and cellphone providers give sales and user statistics to indicate why their product is the more preferred. This type of message says buy this product because everyone does. If done correctly, the consumer will purchase the product. Bandwagon appeals can backfire in that the consumer’s desire to fit in can conflict with the ability to make a rational decision.” 

What they describe here are testimonials and recommendations. The emotional background for that is the emotional balance system, because of safety.

We trust the products that were bought from many people. It decreases the risk to buy something wrong. That is why testimonials have an emotional impact on us.

It shows one more internal link (for the keyword “what is emotional marketing”).

What Is Rational Appeal in Advertising?


They talk about advantages of rational appeal.

See here:

Adopting the rational appeal method of advertising your products or services can be highly effective for small businesses. First off, it allows you to market the product to more than one demographic target group at a time. By focusing exclusively on the product’s price and the benefits it offers, you are creating a generalized marketing campaign with wide appeal.

This in turn appeals to customers of all backgrounds who are either looking for a bargain or who need (as opposed to want) a product or service. Common household items such as vacuum cleaners, kitchen appliances and even lower-range automobiles are marketed in this way. Consumers need these products and may not necessarily be concerned with having the fanciest or most expensive ones. Appealing to the budget-conscious and consumer-friendly customer is therefore key to the rational appeal.

Furthermore, in times of economic crisis or recession, products marketed by rational appeal tend to do well. Consumers are apt to adopt a mindset of austerity during these times and will appreciate businesses that cater to their needs.” 

That is a great paragraph. That is true, rational arguments are price based. I agree there are customers who need to focus on the price. BUT! It is highly likely that they won’t return because there is no emotional connection.

Do you really want to focus on customers who focus on price? Within a time of globalization, there will be always somebody who is cheaper.

We want to emotionally connect to keep long-lasting customers who buy over and over again, even when we increase pricing.


Finally, they talk about the disadvantages.

See here:

“Disadvantages of Rational Appeal

Despite the many advantages to using the rational appeal in advertising, there can be some downsides to adopting this approach in your business. Consumers, even budget-conscious ones, are typically looking for quality. Trying to pass off poorly made or ill-designed products by focusing on the low price point may actually backfire on a company.

If you sell orange juice, for example, you may find that customers respond well to a lower price point. However, if this lower price-point comes at the sacrifice of having orange juice made from 100 percent juice or not-from-concentrate, you may lose out on customers who are concerned about quality. The key to utilizing the rational appeal then is to be honest and consistent with your brand messaging and to know your target audience.”

SmallBusinessChron has great content around emotional marketing! Thank you! Keep on doing such great work!

Emotional Marketing


> nickkolenda.com/emotional-marketing


He describes emotional marketing as “the use of emotions to influence consumers.” He categorizes it in three steps:

  • persuasion
  • behavior
  • experience

I really like his definition for emotions: “Emotions are mental states that encapsulate our feelings – whether feelings in general or feelings towards an object.”

Thank you! He really understands the difference between emotions and feelings. Unfortunately, many people think emotions and feelings are the same.

The next quote is kind of interesting:

“Even after a century of effort, scientific research has not revealed a consistent, physical fingerprint for even a single emotion.” (Barrett, 2017)

I am not sure about that. There are a ton of experiments out there. But, in my opinion, she means it is very difficult to prove it because Consumer Neuroscience is a very new field. There are some verified studies, but compared to other fields, the amount is pretty low.

The problem is that neuroscience studies are expensive – for instance, fMRI. As a result, only a few people participate in an experiment. Additionally, our brain is very comprehensive. Current neuroscience shows that more than one section is activated for each decision we take. Additionally, it is not easy to locate the exact border because the brain is folded and curved a lot.

However, we are still marketers and entrepreneurs. We do not need to exactly locate all the functions in the brain. Let’s stay focused.

How Do Emotions Influence Our Decisions?

Unfortunately, he describes this in a very scientific way.

Antecedents: Three types of emotion which influence our decisions (Cohen, Pham, & Andrade, 2006):

  1. Integral Emotion “I love donuts” (feeling you get after the purchase/decision)
  2. Incidental Emotion “Today is a great day” (current mood states.)
  3. Task-Related Emotion “too many options”( involves decision characteristics.)

You could read a piece of it here:

 Integral Emotion: Integral emotions are directly related to the decision.”I friggen love yogurt.” You feel these emotions from the current options or expected outcome (e.g., our happiness after choosing Option B).

Incidental Emotion Incidental emotions are current mood states. “Today is a great day.” This principle is also called feelings-as-information because we use our current moods (i.e., feelings) to construct our judgments (i.e., information). In a classic study, Schwarz & Clore (1983) asked people to rate their happiness with life. On rainy days, people were significantly less happy with their overall life. Essentially, they asked: how do I feel today? Their dampened mood — which stemmed from the rain — was misattributed to their overall life.

Task-Related Emotion Task-related emotion involves decision characteristics. Choosing yogurt from store shelf. If you need to choose a single option among many favorable options, you might feel anticipated regret. Those negative feelings could influence your decision (e.g., postpone the purchase).

Antecedents leads to various intermediary effects:

1. Attention Scope
Negative emotions = narrow, positive emotions = broad attention

Read more:

Attention Scope Emotions influence our decisions because they adjust the scope of our attention.

Negative emotions — like fear — narrow attention (Wichary, Mata, & Rieskamp, 2016). If your child is missing, you’d have trouble thinking of something else.  (…)

Positive emotions — like happiness — broaden attention (Rowe, Hirsh, & Anderson, 2007). When our ancestors were happy, they were in a safe environment (where broad attention could help them search for resources).


2. Informational Focus
Emotions also influence the type of information that we consider. You only need to keep in mind that human beings won’t buy with negative emotions. You need to make/keep the potential customers positive and happy – otherwise, they will ask a lot of details to which you won’t respond. Positive mood keeps a broad information focus, similar to attention scope – see above.

Read more:

‘Informational Focus Emotions also influence the type of information that we consider. Concrete Imagery We rely more heavily on concrete imagery. In one study, people preferred an insurance plan that covered death by terrorism, compared to a plan that covered death by any reason’ (Johnson et al., 1993).

Even though the second plan covered any reason — including terrorism — ironically, people found it less appealing.

In another study, people were more likely to donate $5 to an African girl named Rokia, compared to the same appeal for ‘millions of people’ (Small, Loewenstein, & Slovic, 2007).

We have trouble envisioning millions of people. But we easily see one child in need. Construal Level Emotions influence our construal level (Labroo & Patrick, 2008).

Negative emotions — because they narrow attention — trigger low construals. We focus on nitty gritty details. Positive emotions — because they broaden attention — trigger high construals. We focus on abstract information and overall gists. Sensory Focus Emotions influence our perception of sensory input. It’s called affect-gating (King & Janiszewski, 2011).

In particular: ‘…consumers in a negative affective state experience enhanced sensitivity to the tactile benefits of products, whereas consumers in a positive affective state experience enhanced sensitivity to the visual benefits of products.’ (King & Janiszewski, 2011, pp. 697)

Those responses were adaptive in evolution. When we feel a negative emotion, we’re usually in trouble. We’re hurt. We’re lost. We need warmth. To survive, we needed a mechanism that guided us toward physical touch in those negative states. And…that’s what happened. Our brain developed circuitry to increase pleasure from tactile stimulation in negative states. Positive emotions are different: ‘…juvenile mammals in a positive affective state are organismically sufficient. To the extent that neural circuitry could induce a juvenile in a positive affective state to explore its environment (i.e., mitigate future risks or seek diversified sources of rewards), its chances of survival would increase.’ (King & Janiszewski,, 2011, pp. 697-698)

Thus, when feeling positive, our brain increases pleasure from visual stimulation. That means we’re more persuaded by visual aesthetics (Pham & Avnet, 2004). Mood Consistency Emotions influence our decisions because we focus on ‘mood-consistent’ information (Adaval, 2001).

Consider a vacation to Mexico. Happy people place more importance on favorable attributes (e.g., sitting on the beach). Sad people place more importance on unfavorable attributes (e.g., cost of the trip). We place more importance on mood-consistent information because we (falsely) think that it’s more accurate: ‘When extraneous affect is similar in valence to one’s affective reactions to this information, it can make these reactions appear more appropriate or valid and, therefore, can increase the perception that one’s feelings about the information have been assessed correctly.’ (Adaval, 2001, pp. 3)

Plus, we actively seek mood-consistent information — especially when feeling negative. That’s why sad people listen to sad songs. The music is a replacement for an empathetic friend. ‘We propose that mood-congruent aesthetic stimuli, akin to an empathetic friend, can provide mood-sharing, emotionally connected experience through which people feel that their emotion is understood, cared about, supported, and validated.’ (Lee, Andrade, & Palmer, 2013, pp. 390)


3. Social Focus
Pride increases social focus, Contentment reduces social focus.

“(…) pride enhanced the desire for clothing to be seen by others (e.g., clothing for going out) but not for clothing to be worn around the house… contentment enhanced the desire for clothing to be worn around the house but not for clothing for going out.” (Griskevicius, Shiota, & Nowlis, 2010, pp. 246)

Read more:

“Social Focus Emotions orient us toward the self or others. Consider pride and contentment: Pride increases social focus. We’re motivated to attract public attention — indicated by our puffed out chest and raised chin. This emotion helped our ancestors establish dominance. Contentment reduces social focus. When we feel content, we’re satiated. Since we satisfied our needs, we prefer a safe environment to savor our contentment.

In both cases, that focus influences our desire for products: ‘…pride enhanced the desire for clothing to be seen by others (e.g., clothing for going out) but not for clothing to be worn around the house… contentment enhanced the desire for clothing to be worn around the house but not for clothing for going out.’ (Griskevicius, Shiota, & Nowlis, 2010, pp. 246)

4. Regulatory Focus
Disgust, we want to push something away, sadness, we want to change our circumstances. Emotions influence our propensity to acquire or reject.

Read more:

 “Consider disgust and sadness. Both emotions are negative, but they trigger different effects.

  • With disgust, we want to push something away. That emotion helped our ancestors reject toxic stimuli.
  • With sadness, we want to change our circumstances. That emotion could makes us more likely to pull something closer.

In one study, disgust reduced selling prices (because people wanted to get rid of their possession). Sadness increased buying prices (because people wanted to acquire something new to change their situation; Lerner, Small, & Loewenstein, 2004).

Even neutral emotions — like hunger — trigger acquisition or rejection:

‘ (…) hunger is likely to activate general concepts and behavioral knowledge associated with acquisition. These acquisition concepts, once accessible in memory, may influence subsequent decisions to acquire objects, even when these objects (say, binder clips) are clearly unable to satisfy the hunger motive.’ (Xu, Schwarz, & Wyer, 2015, pp. 2688)” 

5. Temporal Focus 
Dependse on what we are able to focus: past (nostalgia), present (joy), future (hope)

Read more:

 “Emotions orient us toward the past, present, or future.That ‘temporal focus’ influences our decisions. For instance, when we’re focused on the future, we have better self-control. In one study, people ate fewer M&Ms when researchers induced hopefulness (Winterich & Haws, 2011).

6. Certainty Level
Fear = low certainty, anger = high certainty. For instance an anger gambler easily risks everything)

Read more:

“Emotions have different levels of certainty:

Consider anger and fear (Tiedens & Linton, 2001).

  • When fearful, we’re less certain about a future outcome.
  • When angry, we’re certain about the source of our anger.

More importantly, we can misattribute those feelings of certainty or uncertainty (Lerner & Keltner, 2001).

  • Fearful gamblers experience more uncertainty. They feel like their odds of winning are more unpredictable, and they stop gambling.
  • Angry gamblers misattribute their certainty. They feel certain about the source of their anger, and they confuse that ‘certainty’ with the likelihood of winning.” 


The previous factors extend their influence in subsequent ways:


1. Processing Depth

Positive emotions trigger heuristic processing. Since positive emotions signal a safe environment, we feel safe making a decision. Examples: testimonials, trustworthy symbols, awards, etc.

Negative emotions trigger systematic processing. Since negative emotions signal a problematic environment, we feel obligated to carefully deliberate. Example: odd/outdated design.

Read more:

“Emotions influence our decisions because they influence the extent of mental processing.

One factor is certainty level (Tiedens & Linton, 2001).

  • High-certainty emotions (e.g., anger) trigger heuristic processing. We feel more certain about our emotions, and we misattribute those feelings to our certainty about the decision. We don’t need to think carefully because we’re already sure.
  • Low-certainty emotions (e.g., fear) trigger systematic processing. We feel less certain about our emotions (and thus the decision). So we feel obligated to scrutinize everything.

Another factor is valence (see Herr et al., 2012).

  • Positive emotions trigger heuristic processing. Since positive emotions signal a safe environment, we feel safe making a decision.
  • Negative emotions trigger systematic processing. Since negative emotions signal a problematic environment, we feel obligated to carefully deliberate.” 


2. Decision Speed

Emotions decide now. Rationality needs time to decide. Our emotional system is anchored in the present (Chang & Pham, 2012).

Read more (if you want to):

“Similarly, emotions influence our decisions because they reduce the length of deliberating.

Our emotion system is anchored in the present (Chang & Pham, 2012). When we feel emotion, we’re quicker to decide, and we’re drawn toward options that provide immediate benefits. And that makes sense. Our ancestors developed emotion to help with urgent choices (e.g., fight or flight).”


3. Value Assessment

Emotions influence our decisions because they influence our perception of value (see Lerner & Keltner, 2000).

He has a very good example: “Employees experience more happiness — not when you raise their salary by an absolute amount— but when you raise it above coworkers’ salaries.” according to Nick Kolenda.

Read more:

“Relative Value

Generally, we use two methods to calculate value:

  • Cardinal Utility — Absolute value on a quantitative scale
  • Ordinal Utility — Relative value compared to other options

Our emotions use ordinal utility (Pham et al., 2015).


Why the focus on relativity?

Again, it stems from evolution. When our ancestors experienced emotion, they weren’t calculating how much they should set aside for retirement. They were comparing options:

  • Should I fight or run away?
  • Should I hunt or stay?
  • Should I do A or B?

Those choices don’t require absolute measurements. They require comparative assessments: is A > B or is B > A?


Scope Insensitivity

Our emotions have trouble with scope.

In other words: ‘(…) when people rely on feeling, they are sensitive to the presence or absence of a stimulus (i.e., the difference between 0 and some scope) but are largely insensitive to further variations of scope.’ (Hsee & Rottenstreich, 2004, pp. 23)

For example, Hsee and Rottenstreich (2004) measured willingness to pay for a CD set of Madonna. First, they asked participants unrelated questions to prime a mindset (rational or emotional). Then, they asked how much they would pay for a 5- or 10-CD set.

Based on their mindset, people used a different process to calculate their willingness to pay:

  • Rational Group. People calculated how much they would pay for a single CD (e.g., $3). Then, they multiplied that figure by the number of CDs (e.g., $15 for the 5-CD set, $30 for the 10-CD set).
  • Emotional Group. People based this calculation on their feelings toward Madonna. Since people had the same feelings, regardless whether the collection was a 5 or 10 CD set, their willingness to pay was consistent (roughly $20 in both sets).

Likewise, people feel similar emotion at varying levels — like a true story vs. fictional story (Ebert & Meyvis, 2014). We become so absorbed in emotional events (e.g., fictional story) that we fail to consider distancing information (e.g., did it really happen?) (…).”

4. Probability Estimation

Scope insensitivity and concrete imagery influence our estimates of future probabilities.

For example, a tombola ticket. A higher amount of target objects seems easier and more reachable than fewer target objects – we do not care about the amount of false objects.

Read more:

Imagine that you need to pull a red jelly bean from a jar of white beans. Based on your gut, which group looks more appealing?

Denes-Raj and Epstein (1994) ran that same contest.

Most people people chose Group 1, even when they knew Group 1 had lower odds of winning:

‘Subjects reported that although they knew the probabilities were against them, they felt they had a better chance when there were more red beans.’ (Denes-Raj & Epstein, 1994, pp. 819)

It doesn’t matter if you have a 1 in 100,000,000 chance of winning the lottery…the mere presence of that mental image is persuasive.” 

5. Choice Behavior

Creates impact on first item in sequence.

For example: You know that fact about fashion (catwalk) shows – the first model is the most important one.

When people evaluate items sequentially, emotion has the greatest impact on the first item (Qiu & Yeung, 2007).

Read more:

 “It involves our misattribution of emotion. When we encounter the first option, we perceive that option as the source of our mood. Subsequent options are less impactful because we’ve already attributed our emotion:

‘(…) once individuals have attributed their affect to one source (the first option), they are less likely to attribute this affect to other sources (the second and the third options) (…)’ (Yeung & Qiu, 2006, pg. 2)

If we’re feeling good when viewing that first option, then surely, it must be due to that option.”


He categorizes types of decisions to consider if you need emotional appeals:

1. Immediate Decisions: If we buy much earlier than we need, we will take much more time to consider everything thoroughly (rational decision). But if you are close to the deadline (for instance, you need a new apartment) you will buy emotionally – you will listen to your gut feeling. For instance, it does not matter if the subway is nearby – it only matters if you feel good in the apartment (e.g. nice view). He displays a great quote: “(…)affective feelings are relied on more (weighted more heavily) in judgments whose outcomes and targets are closer to the present than in those whose outcomes and targets are temporally more distant.” (Chang & Pham, 2012, pg. 1)

Here are awesome tactics from Nick Kolenda for emotional marketing:

A. Reduce Decision Times for Hedonic Products

  • Emphasize limited quantities (e.g., only 2 in stock)
  • Give time-sensitive discounts (e.g., on sale this week)
  • Minimize product availability (e.g., only sold in the winter)

B. Place Hedonic Products Near the Checkout

Similar to retail stores, hedonic products are near the checkout because people have limited time to decide.

Nick recommends following the same approach in eCommerce. When you upsell items near the checkout, recommend hedonic products.

C. Reduce waiting time to get the purchased benefit

Offer fast shipping time and give away an instant benefit or coupon. Because emotion is anchored in the present, it makes people impatient (see Van den Bergh, Dewitte, & Warlop, 2008).

2. Independent Decisions:
Individual decisions are mostly emotional, but group decisions are mostly rational because people within a group need to justify their decisions and tend to go the safer way. It is similar in the B2B field. That is why you need to provide rational reasons – so that the buyers are able to justify themselves in front of their colleagues.

3. Uncertain Decisions

If people are uncertain, they try to find rational facts. They are careful to develop feeling.

In my opinion: you need to find more arguments to convince them:

  • rational (features, performance, etc.) and
  • emotional (how they will feel after the purchase).

Click here to learn more

Uncertainty can be good or bad:

  • Good Uncertainty: contents of a gift
  • Bad Uncertainty: stock market collapse

Both lead to a greater reliance on emotion (Faraji-Rad & Pham, 2016). When people are uncertain, they use ‘constructive thinking’ — which acts like a floodgate for emotion to enter (see Forgas, 1995 for his Affect-Infusion Model)

Tactic: Give Emotional Appeals to Customers on the Fence When customers are stubbornly indecisive, we usually resort to rational arguments. However, albeit counterintuitive, their uncertain mindset is ripe for an emotional appeal.” 

4. Hedonic Options
It obviously works for hedonic products. It’s probably obvious, but just to confirm, emotional appeals are more effective for hedonic products (i.e., emotional options). The main reason stems from mood-consistent information (Pham, Geuens, & Pelsmacker, 2013)


5. Acquisition Framing
To create emotional connections, you should talk about what the product provides instead of prevents. Nick lists a very good quote: “We find emotional benefits more persuasive, and we rely more heavily on peripheral information (e.g., visual aesthetics), rather than substantive information (e.g., logical reasons),” according to Pham & Avnet, 2004).


6. Older Demographics
Emotional appeals are more effective for older demographics.

Read more:

“In any context, we view time as limited or expansive — which changes our behavior. It’s called socioemotional selectivity theory (Carstensen, Isaacowitz, & Charles, 1999).

When time is expansive (e.g., young adults), we focus on knowledge goals. We spend more time planning so that we prepare for the future. When time is limited (e.g., older adults), we focus on emotional goals. We spend more time with close relationships so that we enjoy the present.

That’s why emotional appeals work better for older demographics (Williams & Drolet, 2005). Interestingly, though, time perception is malleable. Your perspective changes in different contexts. College freshmen have an expansive perspective, so they prefer making new friends. Seniors, however, have a limited perspective, so they prefer spending time with current friends (Frederickson, 1995).” 

Unfortunately, I do not agree.In my opinion, this is very raw. We need to differentiate it and we need to know how old the “older people” and “younger people” are.

Because our brain needs approximately 25 years to be fully grown, especially the part that is responsible for future planning. That is why children sometimes make rash decisions or do crazy or thoughtless things.

On the whole, I would just skip that point.


Finally – a very interesting part!

What are the Types of Emotions?

There are four categories:

    • Reflex Emotions
      – Contentment and
      – distress, means: satisfied vs. not-satisfied
    • Core Emotions
      – Interests (Survival depended on exploration and learning , 
      see Loewenstein, 1994. Without interests, we died.)
      – Happiness (when we see familiar stimuli, see 
      Lewis, 2000)
      – Sadness
    • Conscious Emotions
      – Fear
    • Social Emotions
      “Along our development, we acquire self-awareness. We begin interacting socially, and we can measure our behavior against a standard” (Lewis, 2000).
      – Anger (We feel angry when people aren’t treating us with enough importance.)
      – Empathy
      – Jealousy
      – Embarrassment
      – Shame.


Lastly, Nick talks about:

Which emotions should you target:

Honestly, it is nothing special. You can skip that part. He talks about obvious strategies (in my opinion).

Strategy 1: “Feeling-is-for-Doing”
(Strictly, it should be named Emotions-are-for-Doing because the emotions are our motivator to do everything. The feelings are rather an expression.)

Strategy 2: Mood Congruence 
It literally says: take my TAUDIENCE MAP about the most important core emotional systems. Consider where your brand or product would be located and create accurate arguments.  

Click here to learn more

Strategy 1: Feeling-is-for-Doing Zeelenberg et al. (2008) recommend a feeling-is-for-doing approach. Every emotion serves an evolutionary purpose. Therefore, if you need to extract a specific behavior, simply target an emotion that aligns with that behavior.

‘Shopping after lunch, for example, may motivate a contented person to go to Crate and Barrel to shop for home products. But shopping after reading a positive review of one’s work may lead a proud person to purchase a new outfit for going out in public.’ (Griskevicius, Shiota, & Nowlis, 2010, pp. 247)”

Nick lists some examples:

  • “If you sell stylish clothing, trigger pride. Those people will be focused on impressing others.
  • If you want to steal customers from your competitor, trigger fear. Those people will be focused on escape.
  • If you want people to donate, trigger guilt. Those people will be focused on resolving a past transgression.”

“Strategy 2: Mood Congruence

If you’re unsure which emotion to target, you could target emotions that are congruent with your product.

For example, people were more likely to choose an adventurous vacation when they felt excited, whereas people were more likely to choose a serene trip when they felt peaceful (Kim, Park, and Schwarz, 2010).

Those congruent appeals were effective because of our tendency to misattribute emotion:

‘(…) consumers who read an advertisement with specific emotional product claims are essentially asking themselves, ‘Would this product make me feel the way it promises?’ In doing so, they are likely to misread preexisting incidental feelings as part of their reaction to the product.’ (Kim, Park, & Schwarz, 2010, pp. 985)’ ” 

I skipped some content in the last part, because most of the content is really obvious or we have already talked about it.


Following design elements triggers emotions:

– Colors:
• Warm colors (e.g., red, orange, yellow) are associated with the sun, thus increasing arousal.
• Cool colors (e.g., blue, green, purple) are associated with relaxation, thus decreasing arousal.

– Facial Expressions:
Enlarge the face on pictures (because of the evolutionary reason: survival. We need to recognize if we see a friend or an enemy to fight against – remember, we identify people by their facial expression.)

– Sex picture

– Gender pictures (the evolutionary reason: reproduction)

– Storytelling

On the whole, it is a great post – it is a very thorough article and has a lot information about emotional marketing.

Thank you, Nick – amazing insights!

Emotional branding means customers stay loyal for the long haul!


> smartinsights.com/online-brand-strategy/emotional-branding-means-customers-stay-loyal-for-the-long-haul

They mostly talk about the awareness of considering an emotional connection between brand and customers.

See here:

With this much emotion involved in decision making, it’s easy to see how creating an emotional bond with customers makes a direct contribution to building profitability. Emotional branding clearly differentiates companies from their competitors and helps to create deep intrinsic relationships between brands and consumers.

Relationships with an emotional dimension are more likely to resist the temptation to defect than comparatively superficial price or convenience-based ones. Only an insight-based, personalized marketing approach can form a strong enough bond with a brand, that evokes a personal, emotional reaction in customers. And, brand marketing through social networks makes it  all the more important that brands strive to build connections with their customers on a personal level.

Creating an emotional bond with customers requires more than good marketing – a company engaged in emotional branding puts the needs of its customers ahead of the product it’s selling.

But there is a great quote!

“Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favorite spots to hang out, and so on.”

Nyimpini Mabunda, Smirnoff Vodka Marketing Manager (acc. to Emotional Branding In a Changing Marketplace)

I like that they write: “Consumers associate with brands they feel reflect their identity”.

I totally agree! Well written!

They talk about some emotional brand examples like Pepsi or Mercedes. I like following quote:

Wired.com reported Gobé as saying:

“(…) Apple managed to make its customers feel like part of its brand by making it clear the brand understands their needs.”

Finally, they list some tactics:

  • Put customers first (ahead of all other considerations)
  • Decide which emotion you want to target in your audience
    I recommend using the TAUDIENCE MAP to categorize your target audience and create arguments around it.
  • Encourage customers to reach the desired state by purchasing or using your product(s). You need to find out: what they want, need and aspire to. We have already talked about that (above): it means picturing what your customers get after the purchase.

Here is how they describe it:

“Putting customers first So, how do you demonstrate you’re putting your customers ahead of all other considerations? Decide which emotion you want to target in your audience. It could be the ‘American dream’, confidence or trust in the future.

Discerning and defining your target audience’s core emotional need is the most important aspect of emotional branding. It is vital to communicate this insight through all your internal and external communications. Encourage customers to reach the desired emotionally bonded state; “I will only buy brand x”?

Start by considering your customers’ needs – what they want, need and aspire to. Create consistent communications centered on customers’ emotional needs. Every point of contact should reflect and reinforce the message that the brand is responding to its customers’ emotional needs; i.e. customer relations, online content and social media engagement. This is especially important at ‘moments of truth’. When people form an emotional attachment to a brand the strength of that bond is not dissimilar to an attachment to another person.

It becomes hard for that person to separate themselves from one brand and begin a new relationship with another. Emotional branding can only be achieved by putting what customers deem most important ahead of everything else. If you can master the skill of establishing a relationship with your customers at this level, you can count them in for the long haul!”

To sum up it is a great article about emotional marketing! Thank you Smart Insights!

What is Emotional Marketing?


> igi-global.com/dictionary/emotional-marketing/9723

“Oh 😳 – it’s actually just an online book store”

The book is called: “Encyclopedia of E-Business Development and Management in the Global Economy” (3 Volumes)

for approx. $1.300 from 2010. >> “Wow! that’s expensive!”

Honestly, I do not know this book. I assume it is ranked because it has one section about emotional marketing.

But I am not sure; I have not read it (and I guess I won’t). If anybody has read it – let us all know how it is! Please write your feedback in the comments about that expensive book.

I think we should ask Google why that article is ranked for “emotional marketing” at all.

The Art of Emotional Marketing?


> inc.com/kip-tindell/the-art-of-emotional-marketing.html


The video only raises the awareness of emotions in marketing.

I mean, it is still a good statement, but it does not reveal any emotional marketing strategies or tactics.

See here:

Kip Tindell, founder of The Container Store, explains why it’s not enough to make people like your service.

The best marketing advice he has is that people want to feel emotional about the brand or product. Not just like your store …but love your store.

Make people emotional about your goods and services, and then you’ll get unbelievable fanatical customers and unbelievable fanatical employees, who are proud to work for such a cool place that people do not like … they love!

Emotions are what people want from brands.

Transcend value by making the person feel emotional.

Through your marketing emotions, you are setting the whole business up to satisfy people’s desires.

Thank you to INC Video for your insights about emotional marketing!

Emotions vs. Emotional Benefits in Marketing


> http://the-cma.org/disciplines/brand/archive/emotions-vs.-emotional-benefits-in-marketing


First, they introduce the article by talking about the awareness of emotional marketing and the power of unconscious decisions.

Read here what they exactly write about it:

“In the past few years, difficulties in assessing emotional benefits in marketing have received a lot of attention and discussion. We have examined such obstacles as respondents’ preference not to reveal certain emotional motives to interviewers, perhaps based on their beliefs that they make decisions completely objectively, or perhaps because emotional motivation is at a subconscious level that they can not identify or articulate.

Other barriers to uncovering emotional motivation include:

  • Rational Purchasing Consciousness – respondents prefer to believe that they make decisions based upon purely objective and observable criteria about the product or service at hand. Emotional motivation threatens this belief system. (Indeed, this is why so many people say that advertising doesn’t affect them, despite the industry’s willingness to spend billions each year).
  • Fear of “Hidden Persuaders” – many respondents fear that if we really knew what made them tick, we would take advantage of them and sell them things they don’t really need. These obstacles hold true even more so for respondents in medical marketing research and business-to-business, where there is a professional position held by the decision maker such as physicians, purchasing dept. executive, etc. A very effective way to overcome these obstacles is through the use of projective techniques. There has, however, been something vital missing from our discourse. That is, exactly how do emotional benefits wield their influence?”

They talk a lot about the difference between emotions and emotional benefits (a.k.a. the feelings after the purchase).

Put it short:

  • The benefits are long-lasting and the emotions are temporary.
  • The benefits are related to what happens after the purchase. We have already talked about it (above).

Read more:

“An emotion is best defined as a state of physiological arousal to which a cognitive label is attached. There are four core emotions: mad, glad, scared and sad. At an even simpler level, we either feel ‘good’ or ‘bad.’ Of course, there are various gradations, combinations, time-displacements, and shades of grey regarding all of the above. Thus we can say we feel disappointed, for example, meaning we were expecting to feel glad but found ourselves feeling one of the other three core emotions.

Knowing how our brand or brand activity such as concepts, advertising, names, taglines, etc., make someone feel is only minimally useful. Certainly we want to know whether our new commercial makes people feel glad or sad, but that is only a measure of valence; it does little or nothing to lend direction to our creative efforts. It tells us nothing about how to set the mood and tone for our advertising, or even necessarily how to fix any bad feelings that emerge. Rather, it is instead the emotional benefit statement and not the emotion which is most informative, motivating, and useful for brand development.

An emotional benefit is an often rather complex, positive, cognitive statement that our respondents are able to make about themselves due to their use, display, and attachment to our brand and its features. More succinctly, an emotional benefit is nothing more than ‘something nice I can say about myself because I use your product or service.’

There are a number of critical differences between emotions and emotional benefits. The benefits are entirely cognitive, whereas emotions involve a physical response. Emotional benefits are specifically attached to brands, their particular features, and advertising. In contrast, emotions are more diffuse human physiological reactions with a limited set of simple labels. Emotional benefits relate directly and powerfully to enduring self-concept, while emotions are more closely associated with temporary and instinctual physiological reactions.

It is this last distinction that is most important, and most closely identifies the reason that emotional benefits are so vital to branding. What we’re after in emotional marketing research is a manner in which we can link our brand to our target’s enduring self-concept. We want a lifetime relationship with our target, and this is only possible if we understand the core values and principles which they use to define them.”

I like how Glenn Livingston, Ph.D., describes a relationship: 

“A vital brand has a relationship with loyal users not unlike a healthy relationship between two people. People maintain ongoing affiliations as long as each person in a relationship feels as though the other contributes positively to his or her sense of self. Relationships fall apart when perceived negatives begin to outweigh the rewards of the association.

(…) Of course, in branding we are a little more limited in providing emotional benefits than we are in our actual human relationships, because there are only certain elements of self-concept that we can viable support with a brand. Self-concept is admittedly comprised of much more than just the brands we buy or the brand features and advertising to which we are attracted.”

Then they continue with examples, which in my opinion are pretty good!

He talks about focusing on the benefits after the purchase (we’ve already talked about it). He especially focuses on the self-reflection.

More in detail:

“Notwithstanding this limitation, we contend that it is this very ability to support self-concept that is the most potent glue available for branding. Armed with this more precise definition of an emotional benefit, let me proceed to discuss exactly how emotional benefits influence purchase and branding. Emotional benefits are – usually unconsciously – attached to specific elements of a brand, and to the brand itself as a whole. You can actually think of them entirely without reference to the word “emotion” and remain fully in the rational sphere if you prefer. Really, you can practically translate them to just the kind of person that a particular rational feature support.”

Glenn Livingston lists following examples:

  • “I am an intelligent person because I found low-fee mutual funds at Vanguard.
  • I am an attractive person because I chose this particular color of rouge.
  • I am a productive person because I because I purchased a PDA with a fast microprocessor.
  • I am a sexy person because I drive an aerodynamic car.
  • I am a powerful person because I bought a rowing machine from an infomercial with that muscular guy.
  • I am an energetic person because I replenish electrolytes after exercise with Gatorade.”

“(…) A brand becomes the profile of self-concept-supporting statements that people make about their attachments to its features and advertising or messaging.”

His opinion is that every kind of product or brand is emotional – even for companies who focus on cheap prices.

“(…) there are emotional benefits attached to price, and these emotional benefits will differ depending upon the particular market and category one is assessing. For example, there are two primary emotional benefits we have found to be associated with saving money: freedom and security.”  Glenn Livingston, PH.D., Executive Solutions, Inc. Syosset New York

That is very interesting!

Read more of that paragraph:

“Emotional Benefits and Customer Rationality

(…) There is an extraordinarily common objection to emotional brand research. The objection is that certain categories are purely rationally driven and thus preclude emotional branding. This is nonsense, given our above understanding, because every rational feature is desired for the support of some aspect of self-concept.

Consider for a moment an extreme example of a market driven entirely by price sensitivity (we shutter to think!). In such a market, according to the I don’t need to do emotional branding theory, competitors could only compete via their respective abilities to keep their cost structure low and progressively out-bid each other in a pricing war.

This is not the case, however, because there are emotional benefits attached to price, and these emotional benefits will differ depending upon the particular market and category one is assessing. For example, there are two primary emotional benefits we have found to be associated with saving money: freedom and security.

Conducting emotional branding research to understand what benefits are more important to your market, to what extent this is the case, and how these emotional benefits might attach to other aspects of the brand would lead to very different directions for the creative mood and tone of brand messaging. That is to say that you would want to talk differently to people who most desire freedom than you would to people most desire security. Herein would lie the competitive branding advantage in what the rest of the world viewed as a virtually un-brandable, price-driven commodity.

(…) The same argument can be made for the use of emotional branding in pharmaceuticals. Suppose all drugs in a category have more or less equal efficacy . let’s say, anti-histamine response. The marketer who knows what emotional benefits underlay anti-histamine response is in a competitively better position to set the mood and tone of advertising that will attract the physician’s attention.”

Finally, he talks about the power of unconsciousness:

See here:

“The fact that people don’t want to admit to using brands as a method of partially supporting their self-esteem forces these associations out of consciousness, and prevents them from cognitively reasoning about them or articulating them out loud. And it is this fact – that consumers erect a strong barrier preventing them from becoming aware of or admitting the influence of emotional benefits – that makes them so incredibly powerful.

You see, language is the food of the intellect. Without language (cognitive, symbolic representation), logical reasoning is much more difficult, if not impossible. When a thought is put into language and made conscious, a person’s adult mind is able to make adult, rational decisions. In our analogy, when the consumer becomes conscious of the emotional benefit, it becomes somewhat nullified because they then say to themselves “Oh, I’m being ridiculous! Buying this product doesn’t really make me a different person.”

I totally agree. That is why people buy more when they are alone. We like to talk and rationally consider the potential purchase within the group.

Consciousness vs. unconsciousness

“(…) They try to force the emotional benefit by telling the consumer directly. This doesn’t work nearly as well as indirectly communicating these benefits via an emphasis on the features of the brand that support them, and with the creative mood and tone of the brand’s messaging. (..)”

More in Detail:

Emotional Benefits and Customer Awareness

Another common objection to emotional brand research questions how those benefits can amount to greater customer awareness. Emotional benefits are able to wield their influence precisely because they work beyond the awareness of the customer. It is the very fact that they are so elusive and hidden that makes them so very powerful and persuasive.

Let me explain. If you were to read the benefit statements above (e.g. ‘I am a sexy person because I drive an aerodynamic car’) to a respondent directly and ask for levels of agreement, you would get a MUCH lower level of agreement than is in fact the case, and market behavior would differ greatly from what you assessed in your QNR. This is because of the four obstacles noted at the beginning of this essay – people don’t want to believe that they are or can be emotionally influenced towards brands or purchase. Most consumers find the idea repugnant and aversive.

The fact that people don’t want to admit to using brands as a method of partially supporting their self-esteem forces these associations out of consciousness, and prevents them from cognitively reasoning about them or articulating them out loud. And it is this fact – that consumers erect a strong barrier preventing them from becoming aware of or admitting the influence of emotional benefits – that makes them so incredibly powerful. You see, language is the food of the intellect.

Without language (cognitive, symbolic representation), logical reasoning is much more difficult, if not impossible. When a thought is put into language and made conscious, a person’s adult mind is able to make adult, rational decisions. In our analogy, when the consumer becomes conscious of the emotional benefit, it becomes somewhat nullified because they then say to themselves ‘Oh, I’m being ridiculous! Buying this product doesn’t really make me a different person.’

The point is, most customers don’t allow themselves to raise emotional benefits to this level of consciousness, so the impact remains. In fact, many brands make the mistake of raising the benefits to a level of awareness that takes away their power. They try to force the emotional benefit by telling the consumer directly. This doesn’t work nearly as well as indirectly communicating these benefits via an emphasis on the features of the brand that support them, and with the creative mood and tone of the brand’s messaging.

The mind likes to have to work to solve the mystery (aiding recall and attention), and by not forcing the consumer to recognize that they are using your brand to support their self-esteem, you are permitting them the grace of ignorance (to maintain their rational purchasing consciousness, avoid admitting socially undesirable motives, etc). Emotional benefit motivation is knowledge for marketers, not consumers – yet another reason to utilize projective techniques for its discovery.

In summary, this is great article about emotional marketing.

Great knowledge and great examples about emotional marketing and the power of unconsciousness.

Thank you a lot, Glenn Livingston and CMA.org (Canadian Marketing Association), for that great article!

The Dangerous Power of Emotional Advertising


> contently.com/strategist/2016/04/14/dangerous-power-emotional-advertising/

At first, they raise the awareness for emotional marketing by using quite good quotes, which I actually really like:

“It takes less than three seconds to have a gut reaction.” According to Dan Hill in ‘Emotionomics: Leveraging Emotions for Business Success,’ “Emotions process sensory input in only one-fifth the time our conscious, cognitive brain takes to assimilate that same input.”

More in detail:

(…) Emotions, rather than cognitive thinking, have a more profound impact on our actions; create lasting, instinctual impressions; and actually predispose us to follow the same course of action in the future.

For brands, this is an incredibly powerful piece of information, and many are capitalizing on it by creating emotional ads designed to go straight for the gut. Emotional ads aren’t merely images and slogans that try to educate and persuade viewers. They strategically manipulate consumers’ feelings and stimulate the emotional triggers that influence how we make decisions.”

And here is one tactic:

“An emotional ad may be designed to incite anger, sadness, or joy — all targeted toward the brand’s end goal. While this can be a wildly successful strategy, the best emotional ads reach a resolution instead of leaving viewers wallowing.”

They mention an example of the puppyhood from Purina and BuzzFeed (20 million YouTube views)

“(…) barely feels like an ad at all. It’s the story of a single man adopting a puppy, but it takes the viewer through a complete narrative as the cute pet and owner get to know each other (…)”

They talk about why emotions are effective:

Read more:

“Brands are latching onto emotional ads because when they work, we reach for our tissues and our wallets. Trend Hunter Marketing analyzed 55 emotional marketing campaigns, with categories ranging from nostalgic storytelling” to waiting dogs,” and found the average popularity score to be 8.0 – higher than flashier categories like adventurous auto’ and scandalous undies.’

Feelings are gold Emotional ads aren’t just likable, they also drive higher conversion rates. A study by the Institute of Practitioners in Advertising found that ads with purely emotional content generated twice as much profit as ads based on rational content (31 percent vs. 16 percent).

According to a 2016 Nielson report, Emotions are central to advertising effectiveness,” and ads that generated the best emotional response generated a 23 percent lift in sales volume. Per Psychology Today, fMRI neuro-imagery shows that consumers use emotions rather than information to evaluate a brand.

Since emotional ads create a deeper and more visceral impression on the memory centers of the brain, marketers are now measuring more cerebral responses to content using neurometrics tools like facial coding, implicit response testing, eye tracking, and magnetic resonance imaging (MRI).”

Be careful – here are some bad examples (but no tactics):

More in detail:

(…) Novartis, a pharmaceutical company, made some waves recently with a heart disease ad featuring a man sitting in an armchair, blissfully unaware as water slowly floods his room. Even though Novartis never mentions its products, cardiologists, professors, and marketers still slammed the ad, calling it shameful’ and terrifying.’ The tone, they claimed, was a subtle threat that manipulated vulnerable patients maybe the right angle for selling heart disease drugs, but the wrong tone for winning an audience’s trust.

For Graeme Newell, marketing consultant, speaker, and founder of 602 Communications, successful emotional ads must strike the right tone: Fear is a viable emotion to use, but it’s got to appeal on an instinctual, subconscious level, which is where more advertising happens.’ Context is essential for emotional ads, a lesson learned from the fallout of Nationwide’s Make Safe Happen.’ The ad, which aired during the 2015 Super Bowl, begins with a sweet touch a child listing the milestones of boyhood but then, wait, actually he’s dead, due to a totally preventable car accident.

The punchline was more like a sucker punch, delivered during a celebratory occasion and sandwiched between feel-good ads about puppies.”

“One key component to successful emotional advertising is to find and capitalize on the core value of the brand, not just reach blindly for an emotional reaction,” Newell said.

If you would like to “play” with negative feelings, you have to end up with a positive solution/feeling. Otherwise, people won’t like your brand or product anymore.

Think about it: we do not like people who always have a negative mood. Why should we like brands with high negativity? That’s why you need a positive ending.

Here is how they describe it:

“Otherwise, companies risk mocking an audience’s emotional intelligence. In this example, Nationwide blindsided audiences with emotion just for effect, which came across as manufactured and heavy-handed. That’s not to say successful emotional ads have to be saccharine and cheerful.

In fact, negative emotions can be a powerful tool to elevate a brand’s message, as long as they’re not delivered too bluntly. Newell cautions brands to strategically resolve negative emotions and leave audiences with a positive takeaway. For example, Thai Life Insurance’s aptly named ‘Unsung Hero” tackles the dark subject of poverty but ends the story on the protagonist’s random acts of kindness. The ad, which tucked away the Thai Life Insurance logo on the closing screen, received over 27 million YouTube views and a top rating on BrainJuicer’s FeelMore50 best-of awards.

Ogilvy & Mather Bangkok, the agency that created ‘Unsung Hero, was also responsible for an emotional ad in 2012 that, according to Vocativ, industry experts called ‘the best anti-smoking ad ever.Smoking Kid shows the results of a series of pranks when young kids approach smokers and ask them to light up their cigarettes. The ad went viral in 30 countries and coincided with a 40 percent increase in hotlines that help smokers quit, effectively using a dark truth and the power of ‘sadvertising to power the campaign’s call to action.

According to documentary filmmaker Ken Burns, ‘All storytelling is manipulation, and in many cases, manipulation is just one of the many tools brands can rely on to stand out. But to create great content—with the added goal of driving ROI—they have to tap into a universal truth. That’s the only way to make sure a gut reaction doesn’t turn into a stomach ache.”


That is a great article about emotional marketing. It would be even better with some actionable tactics. Still, it’s a great article.

Thank you Contently!

A tactical guide to creating emotional connections with your customers


> widerfunnel.com/emotional-marketing-guide/


They introduce their article with the headline “People are emotional beings” by raising awareness for emotional marketing, or rather, they focus on emotional design.

Read more

It’s biological. We’ve evolved this way. We are driven by our search for pleasure, seeking out experiences that release dopamine – a neurotransmitter – making us feel rewarded.

And we are driven by risk avoidance. We want to feel safe and secure. We want to avoid any threat, however small. In a marketing context, emotions underlie all decision-making. People make buying decisions unconsciously – based on gut-level reactions. Not the rational processes that society has long believed. It’s been scientifically proven.

Of course, it’s one thing to acknowledge the power of emotions in your customers’ decision-making processes. But how do you act on that knowledge?

In the test-and-learn realm of data-driven marketers, emotion can be a powerful source of marketing hypotheses. Marketing hypotheses – when they are validated through experimentation – can lead to deeper insights about your customer’s unconscious motivators. And with that knowledge, you can create marketing experiences that truly resonate.”

They want to show us:

  • what emotional marketing looks like and feels like
  • how you can create emotional connections with your customers throughout your funnel using a real-world example.
  • what elements and principles to test for creating an emotionally-relevant customer experience.

Let’s dive in!

They start to talk about the Limbic® map, which is great because we are on the same page. They talk about the three core emotional systems from Dr. Hans-Georg Häusel (German Neuromarketing expert and psychologist):

  • The Stimulance System
  • The Dominance System
  • The Balance System

If you understand your target audience’s emotional systems, you will be able to design customer marketing experiences that effectively resonate with this audience on an emotional level.

In more detail:

“A few months ago, we published the post, “How to create emotionally relevant marketing experiences for your shoppers,” where we first introduced the Limbic® model, the framework we use at WiderFunnel to develop experiments that are focused on customer emotion.

Before we dive into the tactics, here’s a quick recap of that framework.

The Limbic® model is one of the world’s best-founded approaches for understanding the emotional systems of your customers.

Developed by the German research group, Gruppe Nymphenburg, it is based on the latest findings across a variety of disciplines that include neuroanatomy, evolutionary biology, neurochemistry, and psychology.

The Limbic model reveals the different emotional systems that exist in your customer’s head, how these systems interact in the brain, and how they influence (shopping) behavior. These systems include:

  • The Stimulance System, which aims to discover new things and learn new skills. This part of the brain is triggered by novelty, curiosity, change, surprise, and excitement. This system avoids boredom but is drawn to new sensations.
  • The Dominance System, which focuses on performance, self-assertion, the suppression of competition, and achieving status, power, and autonomy. This system’s desire is pride or a feeling of victory. And it’s aversion is anger, rage and powerlessness.
  • The Balance System, which is motivated by risk avoidance, and stability. This area may be triggered by fear and anxiety, but it is also associated with harmony and conformity, as it seeks security.”

At the center of the Limbic model is the Limbic® map. All human motives, desires, and values can be represented and related to one another within this map.

Each emotional system is present in each of us, but to varying degrees. Most people are dominated by one of the three systems.

The Limbic model allows you to categorize a target customer segment by psychographic profile, rather than just demographics or geographics.

Digging deeper into the main emotional systems, you’ll notice that there are seven defined Limbic® types based on the emotional values illustrated on the Limbic map: Adventurer, Performer, Disciplinarian, Traditionalist, Harmonizer, Open-Minded, and Hedonist.

The next sequence of that post is still raising the awareness of emotional marketing.

See here:

In his book, Emotional Design: Why we love (or hate) everyday things, Donald Norman describes this immediate reaction as emotional design at the visceral level.

Norman describes emotional design as actually having three levels:

  1. The visceral level, which focuses on the look-and-feel of the design (the first impression);
  2. The behavioral level, which focuses on the pleasure derived from the design’s usability;
  3. And the reflective level, which contemplates the entire experience with the design in order to make a judgment.

A person interprets an experience at many levels, but what appeals at one may not appeal at another,” explains Norman. “A successful design has to appeal at all levels.

And this is true for web design as well.”

They continue with some tactics!

1. Color:

Keep in mind: certain hues evoke certain feelings.

Color causes two reactions:

    1. arouse, creating energy: that means it increases arousal – increases adrenaline and higher blood pressure.
      by using warm colors
    2. please: that means decrease arousal
      by using cool colors

Consider the effect of colors on different pages.

See here how they describe it:

“1. Color: Did you know we actually feel it? Colors are the first thing we’ll remember about an item, followed by its graphics, numbers, and eventually, words. That means, if you want your brand to be memorable online, making the right color choice is absolutely crucial. – Nathalie Nahai in “Webs of Influence: The Psychology of Online Persuasion“ Colors are one of the most talked about aspects of marketing psychology.

At the most basic level of color psychology, we know certain hues evoke certain feelings. For instance, blue is often associated with peace, relaxation, and trust. In contrast, yellow, the other primary color, is associated with creativity, optimism and happiness. And red is associated with power, passion, and love – but it also incites anxiety.

But color psychology goes even deeper because colors can vary within the hue. They can be light or dark. They can be bright or muted. They can be warm or cool. A color wheel showing different variations of tone, value, and hue. (…)

Color causes two reactions in a person. It can arouse, creating energy through increased adrenaline and higher blood pressure. And it can also please – an evaluative reaction – as you reflect on whether you like or dislike a certain hue. This second reaction is based on preference, but it is also influenced by experience, culture, and context.

Cool colors decrease arousal whereas warm colors increase arousal. That’s why red is associated with energetic emotions, while blue is associated with calmer emotions. Because of these nuances, the colors you use need to be suitable to the experience.

‘Cool colors encourage relaxation, so people will want to spend more time shopping. They’ll also perceive a shorter wait at checkout,’ says Nick Kolenda, marketing psychology expert. ‘But high arousal can spur action – like impulse buying.’ When color arouses, it decreases the brain’s ability to rationalize.

So, it is more suited for inciting action. But this arousal also makes time seem to lag. So, if you have a longer check-out process, it may feel even longer if your design features warmer hues. When you are looking to experiment with the basics of color psychology, consider the effect of colors on different pages and elements within your funnel. What color scheme will encourage patience in your visitor? What color scheme will incite action when needed? These questions can be the basis of insightful hypotheses. (…)

An example: Color-usage on Wealthsimple.com (…)

‘We’re on a mission to bring smarter financial services to everybody, regardless of age or net worth,’ states their CEO, Michael Katchen. So, they created a product to simplify the process of investing. And they employed a variety of emotional marketing tactics to appeal to different types of investors.

Based on an informal analysis of their website, our experts believe that Wealthsimple is probably targeting a younger clientele (millennials). It is highly likely that this target audience will resonate with experiences that evoke the Stimulant emotional system. (…)

But the financial focus of Wealthsimple is actually triggering the Balance emotional system because investing your own money is an inherently risky activity. (…)

Imagining you’re a first-time visitor to the Wealthsimple website, you will either resonate with the colors, imagery and copy at a visceral level – if the experience matches your emotional profile. Or, you’ll be repelled and move on to one of the company’s many competitors.

(…) Wealthsimple’s homepage is almost entirely white with charcoal text and an orange call-to-action button. These colors ensure clarity and calm, with an emphasis on where the customer can choose to act. The colors evoke the Balance emotional system, whose Limbic types are generally risk-averse, with an emphasis on stability and harmony.

And the message ‘Take care of yourself’ reinforces these emotions. But a subtle energy might incite this risk-averse type of person to click on that call-to-action button. That’s the power of color. (…)”


2. Copy

Pay attention to intangible things, for instance, story, trust and truth.

Keep in mind (we’ve talked about it): Buying is risky. Nobody wants to risk making the wrong decision. As a result, trust is a major thing.

They display a quote from Nathalie Nahai:

“One of the greatest barriers to e-commerce adoption is lack of trust, so if you wish to be influential online, it is vital that you earn the trust of your users by taking concrete steps to assuage their fears.”

The most popular tactics to build trust are testimonials! For instance: “Over 40,000 people trust $1 billion with Wealthsimple companies.” (see on: wealthsimple.com)

Widerfunnel recommends using “’secure’ sounding words CIPF protected and bank-level encryption’ ”

They talk about the power of the word ‘because,’ which naturally anticipates a justification.

The next thing they talk about the call to action. It should be consistent. It is necessary to address the benefits they will get after the action. For instance, wealthsimple.com focuses on “being smart”:

    • The smartest thing to do.
    • The world’s smartest investors.
    • Make one smart decision.

Achievement is related to hope, and hope is a high motivator.

They write: “It activates the dopamine system, so you feel rewarded for acting. Clicking that button starts to feel like the smartest thing to do. It’s something you can feel good about.

See here how they describe it:

You can safely assume that the primary goal with the Wealthsimple web experience is customer acquisition, getting people to sign up for their service. They direct all of their on-screen marketing – color, messaging, graphics – to get the visitor to click that button that reads (…)

‘Start Investing.’

It’s a simple call to action. And it’s consistent throughout the experience. At the bottom of every key message. At the top of every page. Until you click the button.

‘You can do all of the copy testing you want to on your website, but if your primary call-to-action isn’t directly aligned with the goals that are most valuable to your business, you could be missing opportunities.’ Natasha Wahid in “59 words and phrases that convert (and how to use ‘em)

As previously discussed, Wealthsimple most likely chose the call to action button color because it is warm and arousing. But they also use specific techniques to associate the call to action of “Start investing” with actually being smart.

The key message that it’s smart to invest is emphasized through subtle repetition. On the homepage alone (even though it is light on copy), Wealthsimple uses three variations of the word “smart”:

  1. The smartest thing to do.
  2. The world’s smartest investors.
  3. Make one smart decision.

Nathalie Nahai writes, “If self-esteem can be gained through a sense of achievement, give your clients some calls to action that they’ll feel good about.”

Achievement is a positive emotion. It activates the dopamine system so you feel rewarded for acting. Clicking that button starts to feel like the smartest thing to do. It’s something you can feel good about.”

3. Story

Use stories to connect with your target audience and address all objections they have.

Wealthsimple.com uses stories (video series) to connect: to reflect their personality and objections they might have. For instance: real-world stories of jealousy, single motherhood, poverty, shame, grief and loss, even uncertainty (not knowing how to manage their money).

The key is to share real-world experiences, challenges and feelings by identifying potential customers’ pain points.

They write: “These emotions and emotional experiences that are recounted in the videos are strong motivators to earn, save, invest.”

See here how they describe it:

Because Wealthsimple wants to connect with their audience – presumably a younger audience – they use the (social) media that their ideal customers are using. And they connect with people through imagery and video storytelling.

Top of the Wealthsimple homepage. (Top of mind.) We see a recognizable face in a film – the celebrity Aubrey Plaza, who is both relatable and representative of their ideal customer.

(…) It’s surprising to see her in this context. It’s a novelty to see celebrities talk about managing their own money. Let alone a comedian.

The videos likely trigger the Stimulant emotional system because they are creative, fun and even funny. You’re curious to see what Aubrey will say next.

(…) Not only do the videos feature people that Wealthsimple’s ideal customer probably knows and recognizes, they are also people that their customers want to relate to. (…)

And these celebrities are sharing real-world experiences, challenges and feelings, identifying potential customers’ pain points as if right on cue. (…)

Cool influencer faces and voices appeal to the Stimulant emotional system, while their stories motivate because they trigger the Balance emotional system: Stories of jealousy. Single motherhood. Poverty. Shame. Making ends meet. Grief and loss. Even simpler emotions like uncertainty over not knowing how to manage their money.

(…) These emotions and emotional experiences that are recounted in the videos are strong motivators to earn, save, invest.

(…) Remember, all three emotional systems are present in us at all times. So, even if the target customer is dominated by the Stimulant emotional system, the basic need for financial well-being triggers the Balance emotional system. (…)

The stories show you the risks inherent with a lack of money and drive you towards financial freedom. You want to feel what it would be like to not worry about money. You want to afford to spend your money on the people you love.”

4. Usability:

“Usage is the critical test of a product,” explains Donald Norman.

They write: “One way to make sure that the usability of your website is focused on the visitors themselves is to test it. Experiment. Continuously optimize your experience to reduce any frustration visitors may encounter.”

Make sure completing the task feels easy. Low effort. Even automated.

A. Semantic priming:
Use with “semantic priming”. That means visualize your key messages. For instance, if you talk about increasing the amount of money, show it with an image which simply pictures increasing money.

They say: “It’s really simple: Reduced time and effort to process the information = High processing fluency = More pleasing experience.”

We talked about the idea that people need to understand your arguments – very easily and quickly! A visual that pictures the argument tremendously enhances the understanding process.

See here:

Once a visitor connects with the overall look and feel of your website, they move forward in your funnel, clicking on your buttons and searching for information. Is the information they’re looking for readily available? Is the navigation causing anxiety? Your website’s usability is a component of behavioral design.

(…) Returning to our Wealthsimple example, they take pains to direct visitors towards the call to action. So, the mental effort required to complete the task is lowered. There is a level of processing fluency.

There are few extra distractions on the Wealthsimple page. Completing the task feels easy. Low effort. Even automated.

It makes wealth management seem simple.

(…) With a minimalist website design, carefully chosen graphics and fonts, and a clear pathway through links, the time it takes to process information is lowered. And, in turn, the experience is less anxiety-provoking, less frustrating, because it clearly shows what the website is about and what the visitor can (and should) do.

One way to achieve a high processing fluency is with semantic priming. For instance, if you want your visitor to think of health, you may prime them with an image of a doctor in their lab coat.

(…) Wealthsimple introduces simple animations. A coin rolls down into a slot and up pops three more. The visitor sees that if they invest money, they make money. (…)

When an experience is highly fluent, a customer finds what they need quickly and easily. And they understand why your company solves their problem.”

B. Keep standards

allow visitors to interact with a website’s pages intuitively (mental models).

See here:

“(…) Visitors are accustomed to a standard website design – how to navigate the site, where buttons should be, where to find more information such as the contact us page.

(…) Scrolling and clicking without interruption. When designers go against the grain, they may be doing the visitor a disservice. After all, it’s not about the design – it’s about the visitor and their experience.

(…) Product filters. Search bars. Easy-to-redeem promotions. If you don’t make it easy for your visitor, you won’t be able to retain their attention. They’ll drop off mid-funnel.”


B. Make it simple  
The mental effort is actually termed cognitive load.

    • You should break down a task; for instance, separate longform into simple steps.
    • Inform your users where they are in the process.
    • Make the process delightful. For instance, use tone of conversation or unique (e.g.) fluffy copy, something like “great, what are you thinking about…?”
    • At the end, widerfunnel.com writes, “congratulate them! This activates the dopamine system. They’ll feel accomplished. They’ll feel a small victory.”

They talk about putting the customers in the center and about mobile optimization. Honestly, there is not any special context behind it.


5. Entertainment

We want to be engaged, have fun and be entertained. This engagement could take the form of playing, interaction or personalization of content (…)” explains Sabrina Idler in her article, “Not Just Pretty: Building Emotion into your Websites

Widerfunnel.com writes, “(…) the more creative and engaging your experience is, the more it will stand out in your visitor’s memory. (…)

Creating a memorable experience is a major step towards getting your visitor to return. (…)

in our example, including a slider graph on the homepage where visitors can ‘play’ with numbers to see how they could earn money.” See the example on: wealthsimple.com



They link to another article, which is also related to emotional marketing:

How to create emotionally relevant marketing experiences for your shoppers 



They introduce the article by informing readers about the trend that most marketers focus on: measurability and experimentation.

They say nevertheless, nobody cares about the actual “why”:

„(…) explain how emotion and personality drive shoppers to make buying decisions.“

Let’s take a look.

See here how they introduce the article:

In 2017, most marketers know the age, sex, geolocation, browsing behavior, and purchase history of their target customer segments.

(…) Many marketers are moving away from gut-feeling marketing, and are focusing on measurables and experimentation. But even with all of this data, marketers are still just scratching the surface of why their customers behave the way they do. As a group, we are getting pretty good at the who, the what, and the how…but we are still missing the why.

(…) If you’re a marketer at Steve Madden, for example, you might know that your customer, Gwen, is a woman in her mid-20’s, living in Chicago. You might know her recent purchase history – black velvet pumps in size 7. You might know that she is a repeat customer, and that she most often purchases from her tablet.

(…)  you don’t know why she bought that pair of black velvet pumps. You don’t know what motivated her to take an action and buy that particular pair of shoes at that particular moment.

(…) What if you could identify what resonates with and motivates your target customers on an emotional level, and design your marketing experiences around that data?

(…) we are going to look at how emotion and personality drive your shoppers to make buying decisions. (…)

  1. Identify the dominant personality types of our clients’ target customers, and
  2. Create marketing experiences that resonate with these different personality types on an emotional level.”

The first part is to inform readers that emotions drive actions.

Click here to learn more

 “Imagine for a moment (…) You live in a nice neighborhood. Your home and yard mean a great deal to you. After all, this is the place where you and your family spend the most time. You’ve taken pains with the paint job, the hanging plants, the grass, the garden, the cobblestone pathway leading to your door. (…)

So, you decide to hang a sign on your front gate to keep unwelcome guests out. You are deciding the sign with the ferocious looking dog (because most people do). But why is this sign more effective than the other? (…)

the sign on the left relies on fact-based, informational communication. The message “Private Property | No Trespassing” seeks to inform an attitude based on the traditional societal norm of respecting another person’s property. The sign with the dog, however, relies on emotional communication. It seeks to probe a much more powerful underlying response. (…)

the threat of being attacked by a dog triggers a risk-averse emotional response. And that emotional response makes it less likely that they will trespass on your property.

Communication (the sign) triggers an emotion (fear), which triggers an action, or lack thereof (not trespassing). (…)

Moreover, emotions happen before thought and they happen far faster.”

They continue talking about how “many of our decisions are made unconsciously and are based on emotion.”

Click here to learn more

(…) There are two types of human thinking: conscious thinking and unconscious thinking.

In classic economic theory, consumers are rational economic actors who make choices after considering all relevant information, using conscious thinking. (…)

Conscious thinking is an explicit process and requires a significant amount of energy. The human brain accounts for just 2% of your body weight, but it consumes more than 20% of your energy. Because your body has evolved to operate as efficiently as possible, it limits energy-sapping conscious thinking. (…)

your brain processes almost all communication signals from your environment unconsciously, through implicit processes. (…)

This implicit process is controlled by the limbic system, which is sometimes referred to as the emotional brain. As a result, many of our decisions are made unconsciously and are based on emotion.

(…) The limbic system is sometimes referred to as the ’emotional brain’.

We have gut reactions in three seconds or less. In fact, emotions process sensory input in only one-fifth the time our conscious, cognitive brain takes to assimilate that same input. Quick emotional processing also happens with cascading impact. Our emotional reaction to a stimulus resounds more loudly in our brain than does our rational response, triggering the action to follow. (Dan Hill, Author, Emotionomics: Leveraging Emotions for Business Success)

When a shopper decides to buy from you, they have often made the decision before their conscious mind is even aware of it. Based on millions of cues, they have decided that your product is a fit for them at that moment in time.” 

For emotional relevance optimization, you need to identify the core emotional drivers of your customers.

They also use the Limbic® Map – which I’ve already described above (the stimulance, dominance, and balance systems).

Nice! We are definitely on the same page.

They explain: “The dominance and stimulance systems are the expansive and risk-oriented systems in the brain, whereas the balance system is the risk avoidance counter-system”.

And I agree 😄

Click here to learn more

The trouble for most marketers is that it is very difficult to:

  1. Identify what your target customers’ core emotional drivers are,
  2. Showcase your findings as a dataset, and
  3. Actually incorporate those motivators into your marketing experiences

Identifying and measuring emotional motivators is complicated, because customers themselves may not even be aware of them. These sentiments are typically different from what customers say are the reasons they make brand choices and from the terms they use to describe their emotional responses to particular brands. (Scott Magids, Alan Zorfas, and Daniel Leemon, “The New Science of Customer Emotions“, Harvard Business Review) (…)

it first requires an understanding of the emotional systems of the human brain. (…)

the three main emotional systems and how these systems influence customer behavior through both desire and aversion. These include:

  • The Stimulance System, which aims to discover new things and learn new skills. This part of the brain is triggered by novelty, curiosity, change, surprise, and excitement. This system avoids boredom but is drawn to new sensations.
  • The Dominance System, which focuses on performance, self-assertion, the suppression of competition, and achieving status, power, and autonomy. This system’s desire is pride or a feeling of victory. And it’s aversion is anger, rage and powerlessness.
  • The Balance System, which is motivated by risk avoidance, and stability. This area may be triggered by fear and anxiety, but it is also associated with harmony and conformity, as it seeks security.”

They talk about the Limbic® Map. We’ve already talked about it (above).

Click here to learn more

“(…) it is the first tool of its kind designed specifically for marketing. It is focused on uncovering the emotion and motivation of a shopper, rather than on how people relate to one another. (…)

All human motives, desires, and values can be represented and related to one another within this map. (…)

Remember when I touched on the three main emotional systems: Stimulance, Dominance, and Balance? (…)

Well, each emotional system is present in each of us, but to varying degrees. Most people are dominated by one of the three systems. The Limbic model allows you to categorize a target customer segment by psychographic profile, rather than just demographics or geographics. (…)

Digging deeper into the main emotional systems, you’ll notice that there are seven defined Limbic® types based on the emotional values illustrated on the Limbic map.” 


They talk about how customers might feel like their company’s products are always on sale.

“(…) Particularly for retailers, discounts are a tried and true method for lifting conversion rates and moving inventory.

But what if a sale is not the best motivator for your target audience? (…)

“A person dominated by the stimulance system, for instance, is less motivated by a discount than by something new, limited edition, or rare.

One of Robert Cialdini’s 7 Principles of Persuasion, scarcity, is a better tactic to try for a stimulance audience.

A person dominated by the balance system, on the other hand, needs to know that they are making the right choice. This person is highly risk-averse, and sensitive to consensus. Rather than a discount, putting your best-reviewed products forward to showcase social proof would be a better tactic.”

They end up by talking about their company and add following interesting sentences:

  • “The future of marketing gets emotional (…)”
  • “Marketers have more data than ever before. But even with all of this data, we still aren’t seeing a complete picture of who our customers are, and why they do what they do.”
  • “(…) to deeply explore the “why” behind people’s behavior, and create truly relevant marketing experiences for our clients. Experiences that motivate shoppers on an emotional level.”
  • “And unlocking your shoppers’ core motivators won’t just benefit your digital strategy. It will impact every single part of your marketing. You won’t need the Don Drapers of the past to guide your campaign strategy, design your in-store experience, build the perfect homepage or write the most compelling headline.”
  • “Instead, you can leverage scientific methodology to figure out what makes your customers tick, and why they buy. Across your marketing spectrum.”


Here is a great quote:

“Comfort. Acceptance. Power. Freedom. Control. Love. We are all longing to find satisfaction for our intangible desires. If you can provide a payoff for your prospects’ unspoken needs, you will find yourself handsomely rewarded.” (Chris Goward, Author, You Should Test That!)

This is a great article about emotional marketing! Thank you, WiderFunnel!

Let’s investigate one more internal link from WiderFunnel – as a bonus – I really like their posts!

Here we go!



59 words and phrases that convert (and how to use ’em)


They start the article with perhaps the best sentence ever?!

You should take our free Optimization Maturity Quiz instantly because it’s new!”

They explain it: “Theoretically, the above call-to-action should get a zillion clicks because it includes the 5 most persuasive words in the English language: : ‘you’, ‘free’, ‘because’, ‘new’, and ‘instantly’. It’s chock-full of persuasion!”

“You must understand why these words are persuasive, and you must use them in the contexts that make sense for your audience and your business. If you just start slapping them on every piece of content you create, you’ll quickly see just how unpersuasive they can be.” (Gregory Ciotti, “5 most persuasive words in the English language”, Copyblogger)

“(…) Much of what’s been written revolves around psychological and persuasion principles that inform our motivations as humans, e.g. you’re motivated by a particular word because it triggers a particular chemical response in your brain.” (David Ogilvy published a list of “words and phrases that work wonders” in 1963’s Confessions of an Advertising Man.)


5 most popular words which converts:


  • Use “Because” because it increases conversion rates
    When you want people to take action, always give a reason.
    (Kevan Lee, 189 powerful words that convert, Buffer Blog)
  • Make your copywriting personal by using “WiderFunnel suggests the following words you should test”
    This tiny, three-letter word is one of the most persuasive words of all, as it shows a brand is conscientious about its customers and provides a personalized touch.
    (Jesse Aaron, 23 data-backed words that convert, Salesforce Blog)
  • Is “WiderFunnel suggests the following words you should test” the most powerful word in marketing copywriting?
    FREE! is more powerful than any rational economic analysis would suggest. If you want to sell more of something, use that power.
    (Roger Dooley, Author, Brainfluence)
  • Make your landing page copy exciting with the word “New
    When we see something new, we see it has a potential for rewarding us in some way. This potential that lies in new things motivates us to explore our environment for rewards. (Dr. Emrah Düzel, Novelty aids learning, UCL News)
  • Use the word “Instantly” for high conversion rates
    We’ve come to expect things so quickly that researchers found people can’t wait more than a few seconds for a video to load. (Christopher Muther, Instant Gratification is Making Us Perpetually Impatient, The Boston Globe

The author Natasha Wahid recognized during the research phase that almost every single article mentioned Ellen Langer’s copy machine study (cited in Robert Cialdini’s well-known book, Influence).

What is the copy machine study? See here:

In the study, experimenters approached people in line for the Xerox machine and asked to cut in to make their own copies. Experimenters said 1 of the following 3 lines:

  • ‘Excuse me, I have five pages. May I use the Xerox machine?’ (60% success rate)
  • ‘Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?’ (94% success rate)
  • ‘Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?’ (93% success rate)

Langer was looking at the ‘meaningless factors that determine how people evaluate information’ and she found that people were more likely to let someone cut if that person offered a reason, even if the reason didn’t make sense.

This study is often cited by bloggers and copywriters to prove the undeniable power of the word because’ 

She also mentioned the following great quote:

“But none of us believed we were going to win. You can’t just take a magic word like ‘because’ and convert a lot of people; you can’t shortcut the process.” (Joanna Wiebe, Conversion Copywriter, Copyhackers)

Conversion-copywriter Joanna Wiebe explains: “The problem was, we were jumping into the copywriting tricks, but these tricks shouldn’t come into play until you’re in the editing stage, which comes after the giant research phase where you dig in and listen to your audience.”

The problem with FREE!

Oli Gardner, Co-Founder of Unbounce, delivered a talk on landing page optimization. He explained his mistrust of ‘free’ in a world where (almost) nothing is truly free.”

For instance:
“Start your free trial” but, first, I need your credit card information.
“Get your free e-book” but first, give me your email address.

“Fellow Unbouncer, Michael Aagaard, had another argument against ‘free’. He mused that “free” sets troublesome user expectations. He explained that “free” can be dangerous: overuse the term and your users might start to expect free stuff, balking when your offerings aren’t free,” writes Natasha Wahid.

They talk about the Dan Ariely’s Hershey’s Kiss experiment:

What is the Hershey’s Kiss experiment? See here:

“I’m sure you’ve heard of Dan Ariely’s Hershey’s Kiss experiment; what Langer is to “because” Ariely is to “free”. In this study, researchers offered people a Lindt truffle for 26 cents and a Hershey’s Kiss for 1 cent and saw a nice 40/40 percent split. They then dropped the price of both chocolates by 1 cent and observed that 90% of people chose the free Hershey’s Kiss.

Ariely points out that “people tend to ignore the opportunity cost associated with getting things for free” — in this case, giving up the more luxurious truffle in favor of the free Kiss. There’s no denying “free” is powerful.”

Because, you, free, instantly, and new – they’re a persuasive bunch, it’s true. But without proper research and testing, you’ll never know if these five words are persuasive for your users on that page, on that button, on that headline, or in that context”

Of course, these are just five words you could try out on your site. There are 1,025,110 words in the English language. Surely there are other important ones to test? 

WiderFunnel suggests the following words you should test:

  • Buy 1, get 1 free
  • Free shipping
  • Save
  • Savings
  • Discount

The “Get” obsession

  • Get it now (Hubspot)
  • Get the free e-book (ConversionXL)
  • Get started (Unbounce)

Make sure the users actually “get” something on the following page!

WiderFunnel recommends other action words to test on and near your call-to-action:

  • Explore
  • Shop
  • Compare
  • Go
  • Add
  • Try
  • Try it now
  • Try it free
  • Please

Pleading the case for “Please”

I know, “Please” isn’t an action word. But you should test it nonetheless!

Case Study:

“We’ve been testing with DMV.org for 3 years – they’re a non-government affiliate website that earns revenue through performance-based advertising on content pages. DMV.org has a 3-step funnel: the first 2 steps are on their site, the third is on a partner website (an insurance provider).

Much of our testing is focused on step one in the funnel: the mini-banner where users search car insurance rates by zip code.

(…) When we tested politesse on said mini-banner, we found a huge range in conversion rate lift (and reduction) by location in the United States. Users in some states, like Kansas, responded positively to the use of the word ‘Please’, while the same ‘Please’ killed conversion rates in other states like Utah and Oregon.

Aside from making you question the universality of the magic words mom taught you, these results should encourage you to test ‘Please’ in your geo-segments!

Don’t assume the polite marketer always wins, but don’t turn up your nose at ‘Please’ either (particularly if your users are in Washington).”

Test words that communicate value

Your value proposition is a cost versus benefits equation. If the perceived benefits of what you’re selling outweigh the perceived costs of what you’re selling, users will be motivated to act.

  • Included
  • With
  • Quality
  • Happy
  • Satisfied
  • You might also like

“Pro Tip: In his classic book The Marketing ImaginationTheodore Levitt gives the advice that if your offering is intangible (like a service versus a product), you should use words that tangibilize your offering and value proposition.”

Metaphors and specific claims enable your users to better grasp the uniqueness of what you’re selling. For instance, “We’ll contact you shortly” might not resonate as much as “We’ll respond to you within 24 hours.”

Credibility and trustworthiness

If you suspect your users might need some reassurance when it comes to your product’s credibility or your trustworthiness as a company, you should test some of the following words:

  • Featured in
  • Secure
  • Privacy
  • Trusted
  • Verified
  • Expert
  • One-on-one
  • Specialist
  • Talk to
  • Guaranteed
  • 24/7
  • Live chat


“Urgency has two components:

  • Internal (or how your visitor is feeling upon arrival) and
  • External (or influences you can introduce to your visitor).


While Internal Urgency is generally pre-existing when your visitor is on the page, the tone of your presentation, offers and deadlines can all influence External Urgency.”

There were a couple of takeaways:

  1. Users were, in fact, influenced by urgency phrasing
  2. Users seemed to respond to a more factual urgency statement
  • Limited
  • In stock
  • Hurry
  • Today
  • Before it’s too late
  • While supplies last (‘Product available while supplies last.’)”

Social proof

Social proof is a favorite psychological trigger among marketers, and for very good reason. It works. Four of five dentists recommend Trident, remember? Just look at user reviews: 63% of customers are more likely to make a purchase from a site that has user reviews, and these consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers.

“We like to think that we’re independent thinkers, that we’re unique individuals. The truth is, however, that the need to fit in and belong is wired into our brains and our biology. We want to fit in. We want to be like the crowd. This is such a strong drive that when we’re in a social situation, we look to others to see how to behave. It’s not a conscious process; we don’t know we’re doing it.“ (Susan M. Weinschenk, Author, How to get people to do stuff)

Click here to learn more

“When we tested with Telestream, a video-editing software provider, we tested calls-to-action on the Checkout page. The Control CTA read “Place Order”. The next step, however, allowed users to review their order and then place their final order.

The original Telestream CTA read “PLACE ORDER >”.

(…) we changed (…) to “CONTINUE >” and added a sub-header that read “You can review this order before it’s final.

(…) “This variation saw a conversion rate lift of 4.3%.”

They recommend, “(…) test words that communicate simplicity. Prepare you users for what they can expect next and let them know that the journey to the next step will be painless. Humans generally choose the path of least resistance.”


  • Easy
  • [X] Easy Steps
  • Instant
  • Quick

Test words your users use 

“(…) what you like has nothing to do with what your prospect likes. The words you use to describe your business, service, or product are probably not the words your prospect uses.

Bonus tip: 

Avoid: “Don’t worry, we won’t spam you.”

Click here to learn more

“Speaking of headlines and buttons, the two tend to work together (…) so you should optimize the two together.

Let’s say you want users to download your new resource on CRO tips. Your headline reads: ‘Want to get more CRO tips?’ and your two buttons read: “Download now” (the action you want the user to take) and ‘No, I don’t need any CRO tips’.

The negative button is better aligned with your headline, which might just encourage users to click ‘No’. You could be inadvertently optimizing the opt-out button! Make sure that the path of least cognitive resistance flows toward your opt-in call-to-action.’ ”

Thank you, WiderFunnel!

That are great articles about emotional marketing!

Keep on doing such a great work!

3 Ways To Use Emotional Marketing To Reach People


> theleverageway.com/blog/use-emotional-marketing-reach-people/

They introduce the topic with raising awareness.

Read more about the awareness of emotional marketing:

“Shayna Smilovitz from Instapage, ‘Emotional branding then is creating an emotional connection to one company that separates it from the rest, creating brand loyalty over time.’

By playing on different kinds of emotions, you can humanize your brand and show customers how your products and services solve their essential problems. (…)

You can establish genuine trust with customers by making them feel like they’re an important part of your brand and creating content that gives your readers something to discuss. Fifty percent of every buying decision is driven by emotion, so creating effective emotional advertising is the most effective means of gaining and retaining customers.

But how do you craft this emotional connection effectively? Do you use branding, ads, or stories to facilitate the relationship? We’ll explain how to use storytelling to engage with your audience, review several different approaches to emotional marketing, and show how utilizing this strategy can benefit you in the long run.

1. Storytelling:

“(…) Customers respond more readily when you use emotional marketing that appeals to the senses directly.”

  • “(…) you’ll need to consider your audience”
  • “(…) What are their wants and needs? Understanding their desires and aspirations will help you create relatable content”
  • “(…) use the tone of your audience. Write in the vernacular that your target customer is familiar with, with authentic words and powerful verbiage, to craft copy that directly speaks to your customers.”

Read more:

“Ultimately, whether you’re writing the great American novel or crafting retail content, you’re trying to tell a compelling story. Emotional advertising is about developing a story that speaks to your audience by entertaining them. Even if you’re just writing a ‘how-to’ guide or a recipe, you can make it fun and exciting, adding storytelling elements into it. Customers respond more readily when you use emotional marketing that appeals to the senses directly. (…)

When writing or creating emotional ads, you’ll need to consider your audience. What are their wants and needs? Understanding their desires and aspirations will help you create relatable content. (…)

When telling your story, it’s essential to use the tone of your audience. Write in the vernacular that your target customer is familiar with, with authentic words and powerful verbiage, to craft copy that directly speaks to your customers.”

Then they continue to raise awareness (… which is very interesting but we are focusing on actionable tactics).

Click here to learn more

“(…) According to the Disney Institute, emotionally engaged customers are:

  • At least three times more likely to recommend your product
  • Three times more likely to re-purchase
  • Less likely to shop around
  • Much less price sensitive

These statistics show why it’s integral to create a campaign that stimulates your customers’ emotions.”

Next, they quote Hubspot which we’ve already talked about.

Hubspot has identified six core emotions that encourage sharing, engagement, and purchase:

  • happiness,
  • sadness,
  • fright,
  • surprise,
  • anger, and
  • disgust.

They explain it: “(…) by playing on these feelings, you can create personalized advertising suited to your customers’ needs. Emotional advertising is about understanding how to utilize these core emotions, evoke a response in your readers, and have that lead to action. That act can be a purchase, sharing, or engagement, depending on your goals.”

Afterwards, they quote Entrepreneur (the article we’ve already investigated):

They write about how to utilize deeper feelings (than the core six emotions) that can be more powerful and lasting.

  • Inspiration: Creates pride, like a human interest story
  • Aspirational: Taps into audience’s dreams, like a lofty goal, lifestyle, or experience
  • Expressing love: Reaches into personal and raw emotions
  • Milestone Connection: Celebrates a brand anniversary or important life events
  • Local angle: Connects to people’s passion and pride for where they live”

Finally, they write a short conclusion, which is about raising the awareness

See here:

“This way of approaching emotional marketing helps create meaningful connections with your customers in a way that feels reliable and honest. If you don’t manage this authenticity, your advertising can fall flat and damage your relationship with customers. It’s essential to determine which strategy will work best for your business. The key to emotional advertising is understanding your audience and telling an authentic, believable story that will stick with them.”

“(…) the key to emotional advertising is understanding your audience and telling an authentic, believable story that will stick with them.”

It is a great article about emotional marketing.

Thank you, Leverage Marketing!

The five most memorably emotional marketing campaigns


> mycustomer.com/marketing/strategy/the-five-most-memorably-emotional-marketing-campaigns

They start to list an old campaign from 1943:

Read here:

“(…) long photography project that would document the working lives of the people – not the product – behind the company’s success.

In his own words, Stryker wanted to paint a picture of ‘what a truck driver, or a farmer, or a driller or a housewife thinks and feels and translate those thoughts and feelings into pictures that can be similarly comprehended by anyone’.   

In delivering on his mandate he was subconsciously giving an emotional marketing campaign to wartime America; building a ‘consumer-centric, relational, and story-driven approach to forging deep and enduring effective bonds between consumers and their brand’.”

The next example is from the 1990s:

More in detail:

In the 1990s, the companies at the vanguard of marketing were investing heavily in the seemingly new idea of ‘emotional branding’, culminating in advertising campaigns that sought to tell real human interest stories, successfully serving on the brief of being able to ‘collide heart and wallet’.

Two and a half decades ago, perhaps the best proponent of this was Yellow Pages, with its advertising campaign helping to shift the rhetoric away from the product – a seemingly mundane business directory – to hone in on the emotions being felt by the people who used it.”

They continue to describe the 1990s as emotionally-driven, but mostly with sadness.

Read more:

“However, if the 1990s were emotionally-driven, the new millennium and the age of the internet appeared to find marketing campaigns trialling different approaches.    

‘I think what’s happened is that the ad industry has spent the last decade celebrating bitterness and cynicism and being mean to people,’ Pereira & O’Dell’s chief creative officer, PJ Pereira recalled in a Fast Company article.

‘For a while it was great because it was different from everyone else, and then it became a trend and people got sick of it. It wasn’t funny or interesting anymore. So when things started to pop with a totally opposite voice, the customers totally reacted.’

Subsequently many brands spent the late-noughties shifting their rhetoric back to the emotions of the audience, so much so that it gave rise to the term ‘Sadvertising’ – for those marketing campaigns that tugged at the heartstrings a little too often.

But whilst sadness is undoubtedly a fundamental emotion still used in advertising with regularity, a number of prominent brand campaigns have come to the fore since, successful playing on a range of emotions beyond simply making us cry.”

Afterward, they talk about current advertising:


(If you can’t watch this video: you need to sign in on Youtube or Google – beer brand videos are age-restricted content.)

Read more:

“The Dutch beer brand, Heineken explored the importance of empathy in its 2017 marketing campaign, ‘Worlds Apart’.  

Drawing on a social experiment that put two people with polarising opinions in a room to see if they could get along, the campaign was able to tackle an important topic without an air of pretence.  

The accompanying ad drew unprecedented engagement levels on social media, achieving 3 million YouTube views just 8 days after launch.”


Read here how they describe it:

“Such is the beauty of Metro’s ‘Dumb ways to die’ song-come-advert, that when the message hits you you’ve almost been lulled into a false sense of comedic security.

Teaming up with infamous gaming brand Dumb ways to die, the 2012 campaign plays on the audiences’ feeling of disgust and despair to successfully highlight the importance of rail safety. The song has received over 150m YouTube views to-date.”


We have already talked about that ad campaign earlier.

Read more:

“Always’ empowering 2014 campaign was such a hit it won an Emmy, a Cannes Grand Prix award and the Grand Clio award for its exploration of the outmoded and derogatory term ‘…like a girl’, devised to evoke feelings of anger and disgust from its audience.  

Negativity is not often an emotion explored by brands in marketing campaigns, yet the success of Like a Girl owes a great deal to its subversive nature, making a mockery of stereotypes and clichés about the brand’s core audience.”


Target happiness.

Read more:

“Happiness is the most valued of emotions, but evoking happiness in marketing requires the ability to stand out from an increasingly noisy crowd.

As a brand, Android has the financial clout to do this regardless of the campaign’s quality, yet its 2015 Friends Furever advert was able to bring a wry smile to even the harshest of cynics.”

John Lewis

Here is every John Lewis Christmas advert (2007 – 2018)

Read more:

“The annual event that is the John Lewis Christmas advert has long played on our feelings of sadness, comfort, trust and joy – the spirit of Christmas, in a nutshell.

There are undoubtedly flaws to repeating the same emotive concept year on year, and John Lewis’ 2017 advert has been somewhat maligned for this premise. Plus, at a production cost of £7m it’s a world away from Roy Stryker’s 1943 version of emotion marketing, involving a few photographers and some willing subjects.

Yet it remains the perfect example of just how powerful it is to evoke the feelings of contentment and charity in your audience, especially at this time of year.”

Thank you for your great emotional marketing examples. It is interesting to hear about the old examples as well. Great article, MYcustomer!


The Ultimate Guide to Emotional Marketing


> blog.hubspot.com/marketing/emotion-marketing

“How to use emotion to attract, resonate with, and encourage your audience to act”

They start to introduce the article by writing about the Always campaign from 2014 (we’ve already talked about it.)

Click here to learn more

<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/XjJQBjWYDTs” frameborder=”0″ allow=”autoplay; encrypted-media” allowfullscreen></iframe>

Afterwards, they raise the awareness of emotional marketing.

Read more:

“Today’s consumer base is better educated and better equipped to research what they don’t already know. They’re also flooded with advertisements on a daily basis.

In such a busy marketing world, how can you make sure your company stands out?

Here’s how: By tapping into another major component of the consumer’s attention span and purchase decision — emotion.”

Next, they definite emotional marketing by listing four types of feelings (we have already talked about them as well, above):

Read more:

“Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.

  • happiness,
  • sadness,
  • anger, or
  • fear

I do not want to be piggy, but emotions are not the same as feelings.

I rather like definition that talks about the actual emotions, which are the motivators for feelings, even though they try to separate emotions and feelings because they write:

“(…) emotion you’re feeling right now. Remember, emotions aren’t exactly how your body is feeling.” But unfortunately, it is not clear – rather confusing.

Even though they try to separate emotions and feelings by mentioning

“(…) emotion you’re feeling right now. Remember, emotions aren’t exactly how your body is feeling.” But unfortunately it is not clear – rather confusing.”

Next, they explain emotions by talking about the range of colors and the “wheel of emotions”.

We have already talked about it under Nick Kolenda.

Here are more details:

“That’s because emotions are like colors. There are a few defined concepts, but for the most part, emotions exist on a spectrum. One tiny change on the spectrum can lead to a different kind of happy, a different kind of sad, and a different kind of angry … kind of like the color green has infinite shades.

Robert Plutchik’s ‘wheel of emotions‘ illustrates some of these emotional spectrums — using colors, no less. (…)

I’ve taken a second to explain emotions because it matters exactly what emotion you include in your marketing.

Depending on your product, industry, and audience, you can’t always target general ‘happiness.’ Like with your marketing goals, you must dig deep and define precisely what feeling you’re aiming to elicit. This will influence the details of your marketing — your copywriting, media, graphics choices, etc. — and help it be as effective as possible.”

First impression:

“(…) First impressions form in a matter of seconds. The same goes for a first impression of a product or brand, and marketing emotion can help shape that impression … and help that brand or product stand out in your mind.”

“(…) Decide with Their Hearts”

“Dove’s marketing is a great example (…) Their inclusive, down-to-earth commercials focus on ensuring every woman feels beautiful, making their product seem like a source of many emotions — acceptance, serenity, optimism, self-love” 

Click here to learn more

Studies show that people rely on emotions, rather than information, to make decisions. Emotional responses to marketing actually influence a person’s intent and decision to buy more than the content of an ad or marketing material.

Out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.

Emotional marketing helps people decide with their hearts, which actually has more influence on buying than their minds.”

Activity per emotion:

  • “Happiness makes us share (…)
    When someone is happy, we tend to mirror that emotion, which leads us to share any content that made us smile in the first place
  • Sadness makes us empathize and connect (…)
    Feelings of sadness inspire us to act and help people (…)
  • Surprise and fear make us cling to what’s comfortable (…)
    eliciting fear allows your brand to be seen as the one good thing in a dark world
  • Anger and passion make us stubborn
    (…) viral content and loyal followers.
    (…) anger and passion inspire people to share content.”

In more detail:

“(…) emotions also encourage other activity that can help grow your business and brand.”

Here’s a breakdown of that activity per emotion:

  • Happiness makes us share … and sharing leads to increased brand awareness. If bad news sells, then good news travels fast. Studies show that good news and positive content spreads faster on social media than any other type of content. This phenomenon isn’t unlike the “social smile” in infancy, when babies reciprocate a smile. When someone is happy, we tend to mirror that emotion, which leads us to share any content that made us smile in the first place
  • Sadness makes us empathize and connect … and empathy leads to increased giving. A 2007 study revealed that feelings of empathy lead to altruism and the motivation to act on behalf of others. It’s no surprise that organizations like the ASPCA feature sad photos and a moving song while asking for donations. Feelings of sadness inspire us to act and help people, which typically manifests in fiscal giving.
  • Surprise and fear make us cling to what’s comfortable … and embracing what’s comfortable leads to increased brand loyalty. Marketers are typically afraid to leverage fear in their advertisements, for fear (literally) that consumers will associate negative feelings with their brand. But, the opposite is true. Studies show that eliciting fear allows your brand to be seen as the one good thing in a dark world, meaning your consumers will lean on you more when things take a turn for the worse.
  • Anger and passion make us stubborn … and stubbornness leads to viral content and loyal followers. Think about that Facebook video about a local tragedy or political issue that has tons of likes and thousands more comments. Like happiness, strong emotions like anger and passion inspire people to share content. Studies show that producing content that purposely elicits anger and anxiety will lead to virality and increased views.

Now it’s getting exciting:

Emotional Marketing Strategies

Read here, how the introduce it:

“There are a variety of ways to market your business using emotion. The below strategies can be combined and used to evoke all kinds of emotion. We do encourage you to start with the first one, though, as what specific emotions you target will depend on who you’re marketing to.

1. Know Your Audience

Yup, alright – that is kind of obvious. But very important – I agree.

In more detail:

This is a crucial step before doing any kind of marketing, much less emotional marketing. If you don’t know your audience, how will you know what kind of content they’ll respond to best? How will you know which emotion to target to elicit the best, most valuable response for both them and you?

Before deciding which emotion to weave into your marketing, conduct some serious target audience research. Like any marketing effort, you want to elicit an emotion that resonates with their pain points or general desires and dreams. Researching your audience will better inform your marketing decisions and save you precious time and resources.” 

2. Colors

Yup, that is true – but unfortunately, it is not a new strategy. But – I agree – still important.

In my opinion:

Most important is the contrast between all of the colors you use! For instance: your call-to-action button is only truly visible when the contrast is strong enough. It is not only the color of the button – it is rather the design environment.

Click here to learn more

“This might seem like a simple strategy, but it holds more influence than you think. Like I explained above, color and emotion are closely tied … in more ways than one.

Color actually plays a major role in evoking emotion. Have you ever walked into a room and immediately (and inexplicably) felt some type of way? This is called color psychology, and a wide variety of businesses and organizations use it. Therapists paint their offices to calm their patients, football teams choose jersey colors that excite their players and audiences, and movie producers design the color scheme for posters and trailers that elicit feelings of fear or surprise.

The same goes for brands. Consider the Coca-Cola red or Starbucks green. The color red evokes strong feelings such as love, excitement, and joy (as well as anger and warning). In the case of Coca-Cola, red portrays positive, friendly energy.

On the other hand, the color green is often associated with harmony, balance, nature, growth, and health – all components of the Starbucks brand and ‘green’ movement.”

Here are some other emotions associated with colors: 

Source: http://www.color-wheel-pro.com/color-meaning.html

3. Story

Yup, alright – we have already thoroughly talked about that as well.

Click here to learn more

“Storytelling is a surefire way to connect with your audience. Whether through sadness, anger, passion, or excitement, stories are easily relatable and shareable, regardless of the makeup of your audience. (…)

Proctor & Gamble’s commercial titled “Thank You Mom” aired before the 2014 Sochi Winter Olympics. It features many famous Olympians and the stories of how their mothers supported them throughout their athletic careers. Since mothers are a large part of P&G’s target audience, the commercial is perfectly positioned to both tell a resonating story and market their products.

And they display my favorite example. I love this video!

Read what they write about it:

“Another heartwarming piece of emotional marketing is MetLife’s commercial ‘My Father is a Liar.’ It chronicles the life of a young girl and her father, who’s attempting to get a better life to care for his family. The commercial closes with the tagline ‘A child’s future is worth every sacrifice,’ which positions the ad to connect with MetLife’s target audience: parents and families who’d do anything to provide for their children.”

4. Create a Movement or Community

That is a good point! It is a sense of community:

“(…) establishing a movement or community around your brand taps into (…) feelings of camaraderie, acceptance, and excitement can create a sense of loyalty to your brand.”

In more detail:

(…) emotional marketing to establish a movement or community around your brand taps into a few different psychological triggers. The bandwagon effect it creates keeps people intrigued by what the crowd is doing. Also, feelings of camaraderie, acceptance, and excitement can create a sense of loyalty to your brand.

TOMS does a great job of crafting this sense of community. When you purchase a pair of TOMS, you not only help someone in need, but you also join the TOMS community. You now belong. The marketers at TOMS enhance this community by promoting activities like ‘One Day Without Shoes’ and encouraging their customers to use hashtags when sharing images.“

5. Inspire the Impossible

“Aspiration isn’t quite an emotion, but the process of feeling inspired definitely brings out many emotions: elation, joy, excitement, hope (…) just to name a few.“

Actually – in my opinion – it is related to the consumer neuroscience method called Theory of Mind, which says we are able to empathize with others – we feel similar to what other people feel by watching them.

Additionally, they display a great example

In more detail:

“Aspirational campaigns are powerful because they tap into a dream, goal, or vision that your audience longs to reach. To successfully target aspiration as a marketing approach, businesses should understand how their product helps their consumers reach those lofty dreams and desires.

Red Bull executes this approach well through their ‘Red Bull Gives You Wings’ campaign. Their commercials feature intense moments where real athletes are achieving their goals and dreams. These ads also associate Red Bull with feelings of elation, excitement, and hope that, one day, you can reach your dreams, too.” 

6. Project an Ideal Image

“(…) elicit emotions that we’d like to feel.“

You know what? I’ll put it simply: Just picture the emotional benefits after the purchase. We’ve already talked about that as well.

But yes – I agree, that is a good point!

They write: “(…) not only the right solution, but that you can also feel great using it.”

That’s totally true!

In more detail:

 “While some advertisements tap into how we’re currently feeling, others elicit emotions that we’d like to feel. That’s the goal behind projecting an ideal image through your marketing.

Great marketing explains how a certain product or service can solve for a pressing problem. Great emotional marketing uses emotion to convince consumers that your product is not only the right solution, but that you can also feel great using it.

Brands like Old Spice use the ‘ideal image’ to their advantage when marketing their hygiene products. Their iconic ‘The Man Your Man Could Smell Like’ uses humor to insinuate that you (or your man, ladies) could be as handsome, accomplished, and suave as the actor in the commercial (…) all by purchasing and using the Old Spice product.” 

Finally, they talk about measurement:

They recommend:

  • surveys/space for feedback.
  • Identification of customers’ actions.
    For instance:
    “(…) happiness typically leads to sharing,
    sadness leads to giving,
    fear leads to loyalty, and
    anger leads to virality.
    (…) keep an eye on how your social media followers respond (…)”

In my opinionjust do it like Google: they investigate

  • dwell-time (watch-time or how long people stay on your page),
  • bounce rate (number of people who exit your webpage),
  • scrolling-behavior (how deep the people go into your page)

That means, try to measure (re)actions.

You can still use Google Analytics – just be creative in figuring out how to see emotional (re)action based on data.

In more detail:

“(…) If you’re curious as to how your audience is responding to your advertisements (outside of a clickthrough, subscription, or purchase), you might need to do a little manual analysis.

To get a read on your audience reaction, consider running surveys or providing a space for feedback during your initial campaign launch. This open-ended, quantitative approach will leave room for honest, real-time audience reactions and give you ideas on where you can improve.

Another method of manually analyzing audience feedback is holding a focus group.To learn more about market research, read our guide here.

Another way to measure your audience’s emotional response to your marketing is to decipher how their emotions manifest as actions. As I referenced earlier, happiness typically leads to sharing, sadness leads to giving, fear leads to loyalty, and anger leads to virality. Depending on the emotion elicited through your marketing, you might expect to see a bump in activity surrounding one (or more than one) of these activities.

For example, if you release a short promotional video that centers on happiness, joy, and excitement, keep an eye on how your social media followers respond. If they’re sharing the video with others, it’s likely doing its job putting a smile on someone’s face.

On the other hand, a fear-centered approach might lead to greater email subscribers or social media follows as your audience establishes loyalty with your brand.

To successfully put emotion in your marketing, all you need to do is know your audience and know which emotions would resonate most. Align these with your overall marketing goals, and your emotional marketing efforts will be some of your most effective.”

That is a great article about emotional Marketing from HubSpot!

Thank you guys!

The Science of Emotion in Marketing: How Our Brains Decide What to Share and Whom to Trust


> blog.bufferapp.com/science-of-emotion-in-marketing


They introduce the article with the four basic “emotions” – they mean feelings.

Being strict, they mean feelings.

I see very often that people treat emotions the same as feelings. I assume it is because the “wheel of emotions” from Robert Plutchik. It is very popular, but I would appreciate it if he had named it “wheel of feelings” (instead of “wheel of emotions”). That would be more accurate.

Read more:

“According to science, it’s not that complicated by a long shot. A new study says we’re really only capable of four “basic” emotions: happy, sad, afraid/surprised, and angry/disgusted.

But much like the “mother sauces” of cooking allow you to make pretty much any kind of food under the sun, these four “mother emotions” meld together in myriad ways in our brains to create our layered emotional stews.

Robert Plutchik’s famous “wheel of emotions” shows just some of the well known emotional layers.”

Happiness makes us want to share

“(…) happiness is the main driver for social media sharing(…) Sharing is an (…) energy exchange that amplifies our own pleasure.”

In more detail:

“Psychoanalyst Donald Winnicott discovered that our first emotional action in life is to respond to our mother’s smile with a smile of our own. Obviously, joy and happiness are hard-wired into all of us.

The left pre-frontal cortex of the brain is where happiness traits like optimism and resilience live. A study done at the Laboratory for Affective Neuroscience watched Buddhist Monks and found that the left prefrontal lobe of their brains lit up as they entered a blissful state of meditation.

Other than making us … well, happy … joy can also be a driver of action. Winnicott’s discovery of a baby’s “social smile” also tells us that joy increases when it is shared.

No wonder, then, that happiness is the main driver for social media sharing.

Emotions layered with and related to happiness make up the majority of this list of the top drivers of viral content as studied by Fractl.” 

Here’s what Fractl’s study of top emotional drivers looks like overlaid on the emotion wheel:

Top 10 Emotions:

  1. Amusement
  2. Interest
  3. Surprise
  4. Happiness
  5. Delight
  6. Pleasure
  7. Joy
  8. Hope
  9. Affection
  10. Excitement

Google’s Abigail Posner describes this urge as an “energy exchange:”

“When we see or create an image that enlivens us, we send it to others to give them a bit of energy and effervescence. Every gift holds the spirit of the gifter. Also, every image reminds us and others that we’re alive, happy and full of energy (even if we may not always feel that way). And when we ‘like’ or comment on a picture or video sent to us, we’re sending a gift of sorts back to the sender. We’re affirming them. But, most profoundly, this ‘gift’ of sharing contributes to an energy exchange that amplifies our own pleasure – and is something we’re hardwired to do.”

Sadness helps us connect and empathize

They write, when you experience a sad story, you are highly likely to produce two important neurochemicals:

  • cortisol, known as the ‘stress hormone, and
  • oxytocin, a hormone that promotes connection and empathy.

“Later, those who produced the most oxytocin were the most likely to give money to others they couldn’t see.”

See here:

In more detail:


  • “Perhaps fitting if one looks at sadness as the other side of happiness, the emotions of sadness and sorrow light up many of the same regions of the brain as happiness.”
  • “But when the brain feels sadness, it also produces particular neurochemicals. A study by Paul Zak looked at two interesting ones in particular.”
  • “Zak has study participants watch a short, sad story about a boy with cancer.”
  • “Zak posits that oxytocin’s ability to help us create understanding and empathy may also make us more generous and trusting. In a different study, participants under the influence of oxytocin gave more money to charity than those not exposed to the chemical.”
  • “Our results show why puppies and babies are in toilet paper commercials,” Zak said. “This research suggests that advertisers use images that cause our brains to release oxytocin to build trust in a product or brand, and hence increase sales.”

Fear/surprise makes us desperate for something to cling to

They write that fear can stimulate greater brand attachment (compared to happiness, sadness or excitement).

In more detail:

  • “The amygdala helps us determine the significance of any scary event and decides how we respond (fight or flight). But fear can also cause another response that might be interesting to marketers in particular.”
  • “A study published in the Journal of Consumer Research demonstrated that consumers who experienced fear while watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement.”
  • “The theory is that when we’re scared, we need to share the experience with others – and if no one else is around, even a non-human brand will do. Fear can stimulate people to report greater brand attachment.”
  • “People cope with fear by bonding with other people. When watching a scary movie they look at each other and say ‘Oh my god!’ and their connection is enhanced,” says study author Lea Dunn. “But, in the absence of friends, our study shows consumers will create heightened emotional attachment with a brand that happens to be on hand.”

Anger/disgust make us more stubborn

“(…) anger can lead to other emotions like aggression; it can also create a curious form of stubbornness online, as a recent University of Wisconsin study discovered.

A study showed that “(…) simply including an ad hominem attack in a reader comment was enough to make study participants (…) dramatically influence their opinion.”

In more detail:

  • “In it, participants were asked to read a blog post containing a balanced discussion of the risks and benefits of nanotechnology. The body of the post was the same for everyone, but one group got civil comments below the article while another got rude comments that involved name-calling and more anger-inducing language.”
  • “The rude comments made participants dig in on their stance: Those who thought nanotechnology risks were low became more sure of themselves when exposed to the rude comments, while those who believed otherwise moved further in that direction.”
  • “Even more interesting is what happened to those who previously didn’t feel one way or another about nanotechnology. The civil group had no change of opinion.”
  • “Those exposed to rude comments, however, ended up with a much more polarized understanding of the risks connected with the technology.”
  • “Simply including an ad hominem attack in a reader comment was enough to make study participants think the downside of the reported technology was greater than they’d previously thought.”
  • “So negativity has a real and lasting effect – and it’s evident in how content gets shared, too. In the previously mentioned New York Times viral content study, some negative emotions are positively associated with virality – most specifically, anger.”

Why emotions are important in marketing

They write: “(…)  people feel first, and think second.”

Read more about it here:

  • “What does all this teach us as social media sharers and marketers? That emotions are critical – maybe even more than previously thought – to marketing.”
  • “In an analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns, campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content (and did a little better than those that mixed emotional and rational content).”
  • “That makes sense based on what scientists know about the brain now – that people feel first, and think second. The emotional brain processes sensory information in one fifth of the time our cognitive brain takes to assimilate the same input.”
  • “And since emotions remain tied to base evolutionary processes that have kept humans safe for centuries, like detecting anger or fear, they’re so primal that we’ll always be wired to pay attention to them – often with surprisingly powerful results.”
  • “Like this one: In a twist on the customer survey, Generac, a standby generator manufacturer, asked some of their customers to draw their experience with the generators.”
  • “As reported in the Harvard Business reviewThey saw men drawing their generators as superheroes protecting their family, and women drawing the fear of being without one like sinking on the Titanic. This exercise led them to change their marketing from technical specs to testimonials of real consumers telling their stories of how Generac saved their lives and homes. It has helped their business double in the last 2 years to $1.2 billion.”
  • “Emotion – the feeling of overcoming a primal fear – was the driver that moved their customers.”
  • “That’s why Google’s Abigail Posner says we can’t underestimate the importance of understanding the science of emotion in marketing: ‘Understand the emotional appeal and key drivers behind the discovery, viewing, sharing and creation of online video, photography and visual content … In the language of the visual web, when we share a video or an image, we’re not just sharing the object, but we’re sharing in the emotional response it creates.’” 


It is a great article about emotional marketing from buffer.

Thank you, keep on doing such a great work!

Conclusion: Let’s summarize the Bonus Chapter

What do other people say about “Emotional Marketing”?

The majority of articles raise the awareness of emotional marketing by offering different definitions of the concept.

Some of them are actually pretty good! But I bet that you already knew that emotional marketing is imperative. That’s why I skipped straight to discussing the different definitions of emotional marketing. (For a short and actionable definition, see Chapter 2 above.)

 Let’s focus on actionable tactics!  

There is the summary of all tactics!

Unfortunately, some articles mix up feeling and emotions.

It is a little confusing.

If you try to explain Emotional Marketing by feelings you literally start from the end of the chain.

It is like shooting darts on the wall and afterwards painting the target circles around the darts. Feelings are the outcome of emotions; they are motivated by our emotional systems in the brain.

I recommend, to start, building a tactic from the motivation instead of the result (the feelings).

Tools: Here are the tools that are given in the 21 top-ranked articles:
  • Wheel of emotions (Dr. Robert Plutchik, 1980) This is a great map. Unfortunately, the title is also very confusing because it shows feelings (the reaction of emotions) instead of emotions themselves. In 1980, they likely didn’t have better research. But unfortunately, many authors still use this graphic to explain emotions. That’s why it pops up everywhere. To arouse those feelings that it shows, you first need to address emotions, which is why you need to understand emotions (see Chapter 3, above).
  • The Elements of Value Pyramid: his is a great map as well. It might help to formulate arguments. The elements of value approach extends Maslow’s “hierarchy of needs” (Abraham Maslow, 1943).
  • Limbic Map (Dr. Hans-Georg Häusel, since approx. 2005). In my opinion, this is an amazing map, but it looks a little outdated and old-fashioned. Sorry!That’s you should use the
  • TAUDIENCE MAP (2019) That make these concepts
    • easier to understand, and
    • easier to use.

Unfortunately, these are only a few tools – even though we read all 21 posts. In my opinion, that’s a kind of

proof that Emotional Marketing is still a new field. People know that it is imperative (because every article mentions it), but only a few people know how to actually arouse emotions. That’s why most articles write about the definition and the awareness of emotions.

Dr. Peter Kenning (German neuroscience professor and author) says that:

Consumer Neuroscience is a new field that is becoming more and more popular, but that does not mean that we already have answers to all of the questions; it just means that we are beginning to investigate more and more hypotheses. Hence, it will take time to gain clarity in the field.

This is why I founded Emotional Marketing Land – because there are a ton of articles about the definition of emotional marketing, but very few actionable tactics.

I am going to make it as easy as possible to understand – to give you the clarity you deserve.

That’s why I created

clear tools that are much easier to use. Here you go:

  • ELECTRIC EEL TECHNIQUE or your products!

    to understand Emotional Marketing (in general)
  • Simplified TAUDIENCE MAP to start working with emotions
  • TAUDIENCE MAP to actually arouse emotions and create emotional campaigns
  Because it is just confusing when people write feelings are the same than emotions.

You have to understand human being behavior before creating specific campaigns.


How I learned emotional marketing! 

Let’s summarize everything.

What is Emotional Marketing? 

Most marketers and (so-called) experts think emotional connections are always related to a smile or dropping tears. In effect, they always recommend fancy adverting examples – for instance, when children are sad or happy.

If you’ve read the article you know that those expressions are feeling – the outcome of emotions.  Emotions are motivators. 

For example, safety might be a high emotional argument for certain individuals (or buyers in the B2B field) – it’s highly likely that your customer hadn’t even (consciously) thought of it.

The emotional systems in our brain (aka gut feeling) subconsciously motivates people to buy – based on their experience and genes.


(Why? To still fulfill the evolutionary basic needs: survive and reproduction – I’m going to explain it in a second).

Just keep in mind:
You don't need to make your clients or customers smile or cry to use the noteable tool emotional marketing. Click To Tweet

  • Emotional Marketing focuses on people – it is all about building emotional relationships (with people) first – to build loyal, returning customers and fans.
    (It’s like farming.)
  • This is compared to general (old) marketing, which focuses mainly on sales (as numbers)
    (It’s like hunting – for example, through single paid advertising.)

(The old economic marketing model was built on the concept of the rational person in a crowd, which can still work in the world of necessary commodities. But in oversaturated retail environments with many differentiated products, you need to transform rational clients into loyal raving fans, which periodically return and pay whatever you want … because your competition is only one click away. Today senses inform desires, needs become wants, and emotions decide what to buy.)

How do you use Emotional Marketing?

Business relationships are similar to personal relationships.

 You can’t force them to like (or love) you  or your products!

You need to nurture them first.

Think about proposing to a stranger – it wouldn’t work. You need to go on a few (or many) dates first.

In regard to the business world, for instance, you can give away between 5 and 20% of your offer (or similar) for free before you ask to buy.

See Chapter 1:  The ⚡ Electric Eel Technique ⚡! 
It is the overall strategy for Emotional Marketing
(created by Ricardo Go., Founder of Emotional Marketing Land.com)

Yes, it is that easy.

I’d like to say it again: You just need to nurture them first.

That is the foundation of emotional marketing.

Think of this process like a formulaa:

[Emotional Marketing] =
Gradually Building 
Relationships with people]


[Marketing = Focusing On Sales – Based On Numbers]


 For example: 

We all have several

  • rational (superficial, unemotional) connections to people (which are nice to have)
  • emotional (loyal) connections with people like our best friends or partners.

These are WAY more important for us, because these are emotionally connected. We trust them, we forgive them, and we do everything they ask for.

 Now you see how the mysterious word “emotion” is related to “value“

[Emotions = Value]

Emotional connections are so important because you don’t want to lose or exchange such an emotional connection – never! Especially within an oversaturated market.

You see? It’s totally worth to work for it.

How do we build such emotional connections?


First of all – like I mentioned before –  you can’t force it. 

Follow the Electric Eel Technique by sending out several signals with lower intensity to send positive impressions and  build gradual trust. 

Do this instead of pushing too hard by using only one strong signal (tactic), which is more likely alarm your potential clients or customers.

Think about how you have created personal relationships with your best friends or spouse.

Building business or personal relationships are truly similar – I can’t say this too often. I bet you did not force your best friends by asking them to

  • be your best friend – now! or
  • the friendship offer expires tomorrow.

(To make sure, urgency is a tactic to close a sale – that still works today. We are currently talking about building relationships.)

Think about it, would you propose to your partner before your first date?

I don’t think so.

Now, I’m telling you  my favorite part,  keep on reading.

 How do we build a relationship? 

Think about it.

What do YOU (highly likely subconsciously!) love about YOUR friends or spouse?

Usually, they embody at least one of the four core emotional systems that match your personal and business relationships. (See Chapter 3, above.)
  • Make you (or your family) more secure and safe (well-balanced)
  • Make your life easier and support you (harmony-seeking)
  • Make you have fun, give you new things and positive vibes (entertaining, funny)
  • Increase your status to keep you on track (status-oriented)


Well, actually to survive and to reproduce.

Hard to believe! But (almost) everything is based on the evolutionary emotional systems in our brain – our brain didn’t fundamentally change for approximately 200,000 years. Strange but true! (for example, acc. to highexistence.com)

Our main desires are subconsciously still linked to survival and reproduction.

Strange! Our brain didn’t fundamentally change for approximately 200,000 years. As a result, your customers’ main desires are subconsciously still linked to survival and reproduction. Click To Tweet

That is why we subconsciously consume (e.g. buy shoes that are WAY too expensive).

Because we need them in order to:

  • be more attracted to other (to find a mate – to reproduce), or
  • be more successful to earn more money – to buy even more things (which help to increase status and results in being even more successful), or – to protect your family by giving them a home and food (career and money is based on our survival instinct)

If you know these ideas, you are able to address those unconscious desires instantly, while your clients or customers aren’t even aware of them. They just get the feeling that you understand them very well (and they feel a connection and trust).

… because those desires are directly connected to the brain

Even for B2B!

Is it truly true that businesses sell directly to businesses?

Or are there interfaces between them?

Ya, people sell to people – right?

You probably cannot imagine that these rational job tasks have emotional impacts as well.

 But all of their decisions are linked to their job positions. 

For example, there are the following job types:

  •  CEO: 
    the person who is usually in the dominant field because he has to lead and push. In the TAUDIENCE MAP: “Proud Performers”
  •  Production managers: 
    always have one main interest, to keep the production stable. They do not like changes. They are balance types. In the TAUDIENCE MAP: “Fuddy-Duddy”
  •  Sales Managers: 
    seek the best prices. In the TAUDIENCE MAP: “Proud Performers”
  •  Human Resource managers: 
    want to have a peaceful atmosphere. They care about harmony – they are harmony-seeking types. In the TAUDIENCE MAP: “Warm Heart”.
  •  Marketing managers:  seek new ideas or new things and prioritize development. They are curious and funny (stimulant types). In the TAUDIENCE MAP: “Fun Individuals”.

It is very important to determine which role is your customer in the company.

Plus, you need to know that people usually choose the job which (subconsciously) matches their personality. In neuroscience, we call that “self-selection“.

That means that if you have a distinct stimulant system (you are curious and funny – in the TAUDIENCE MAP the “Fun Individual”), you likely won’t feel satisfied in an accounting position.

Instead, you will take a look for a job where you are able to be more creative, where you will have an exciting field of work – where there are consistently new things happening.

If you have a distinct dominance system – in the TAUDIENCE MAP the “Proud Performer”, you’re going to make a career. You want to be on top of the company.

That attitude will give you opportunities within the company that match your personality.

You see, you have to understand human behavior before creating specific campaigns.

(See Chapter 3 to fully understand the emotional systems in our brain).


How can you increase the value of your product or brand?

Well there are several things you can do. Here are some of them:

  1. You need to  tell stories.  They remains 20% better in the brain than facts alone (acc. to Dr. Hans-Georg Häusel). But, don’t do it wrong there are specific tactics – see chapter 4)
  2. Use  simple & pictorial language  (which is easy to remember).
  3. Talk about the  feeling the buyers will get after the purchase  – instead of the products themselves. For that, use the TAUDIENCE MAP – to categorize your target audience based on emotions (in the brain – aka heart).

    After your emotional story, end with some rational characteristics to enhance your credibility. 
    (Read several examples for easy-to-understand stories that emotionally enter the brain in chapter 4.)
  4. Try to  address as many senses as possible.  Give your customers something to touch or download instantly
  5.  ⚡ Use the Electric Eel Technique. ⚡
    That means using several lower intensity signals to build a relationship first because higher intensity signals may alarm your potential clients or customers..
    Because that’s how nature works – you can’t force anybody to instantly like (or love) you (or your product) – see chapter 1 to learn from electric eels).

I bet, now – if you skipped the content above – you are probably asking:

What kind of lower intensity signals?
… for what types of target audience?

 Just use the TAUDIENCE MAP! 

Download the TAUDIENCE MAP
(absolutely for free – without any email registration)
under: https://emotionsinmarketing.com/taudience-map/

I think it is the best emotional marketing tool ever! It visually categorize your target audience based on emotions (in the brain aka heart) – without any time-consuming research or surveys

For beginners, use the simplified AUDIENCE MAP. It is even easier to work with.


Click to enter the download page.
Absolutely for free (without any email registration)
because it is the
foundation of what I teach.

Emotional Marketing Land combines many different fields to give you clarity about what exactly arouses emotions.

For example, neuroscientists tend to be very specific (which is difficult to understand). Emotional Marketing Land gathers everything you need to share content in  simple step-by-step formulas,  which are easy to understand and easy to implement in your marketing strategies.

According to German neuroscientist and professor Dr. Peter Kenning, Consumer Neuroscience is actually a new field.

He says the popularity of it is growing (for instance, there are more and more neuroscience studies and books). But it is also difficult to measure. The best neuroscience methods are linked to fMRI studies, which – as you can imagine – are expensive. That’s why only a few studies exist and only a few people participate.

As a result, we will need time to get clarity in this new field.

That is why I created Emotional Marketing Land to give you the clarity you deserve.

There are WAY too many articles out there that are confusing  – even the 21 highest-ranked articles on Google are not saying the same things.

 The major reason for this confusion is that most (so called) experts think emotions are equal feelings. 


I think it is related to the “wheel of emotions” from Robert Plutchik because this model is so popular on the internet and the headlines say “emotions.” Thank you! But don’t get me wrong, it is great research. I love it. I just don’t like the title  because it’s actually wrong.  I don’t blame him – it’s from 1980.

If you have read this huge article,
you will be all set for this year and WAY beyond, because  you are one of the very few people  who understands Emotional Marketing!

Put is simply:

  1.  Just use the TAUDIENCE MAP!   (see chapter 5)

Download the TAUDIENCE MAP

(absolutely for free – without any email registration – because it’s the foundation of what I teach) under: https://emotionsinmarketing.com/taudience-map/

and tell your CEOs and customers all about

  2.  The ⚡ Electric Eel Technique ⚡

That means, use several low signals to build trust because you need to focus on the relationship first instead of focusing just on sales to get loyal returning clients, or customers who actually love you and your service. See what marketers can learn from electric eels – see chapter 1 and 2.

These loyal customers (fans) will never walk away from you – which is difficult in a world where your competitors sit only one click away from you.

Business relationships are similar to personal relationships.

For example, you do not want to propose to a stranger. The likelihood of success is WAY too low. You need some dates before you propose. That is why you shouldn’t ask people to buy from you before they actually know you. You need to give them something to build trust (if you are not a popular brand like Apple).

Please consider replacing your buy button on top of your website with a giveaway of approximately 5 to 20% of your offer (or similar) for free. In that way, you can focus on relationships – Emotional Marketing.

WOW! Give Yourself a Pat on the Back!

Look at the good you have done! 



 🎉️ 🎈️ 😆 🎊 🙌 👌 ‘Eureka!’

You made it!

I feel you – it’s a lot of content – and, it was totally worth it.

Because finally, you understand

  • emotions vs. feelings,
  • emotional systems in the brain
  • how to arouse emotions
  • how to tell stories
  • how to build an emotional connection by creating arguments for each core customer type (without any research).

I hope you enjoyed the new-and-improved guide to actually create loyal fans – and to perform Emotional Marketing today. 

You’re going to boost your career and personal life

Because you know how to connect emotionally.

Now it’s your turn!

What do you think of this guide?

Do you have any questions?

Let me know by leaving a quick comment below right now!
(to make the next article better)

Lots of success!

Cheerio– your friend,


What are you going to start with?

 1.  Simplify your language   (for example, check and change the core message (headline) on your frontpage, above the fold. Why? If it as easy as your grandma understand the core message it will stay longer in your customers’ memory and it’ll be easier for them to share the message with their friends or co-workers.

 2.  Download and use  

To create emotional core messages for each emotional type of customer (aka main customers’ personalities).

Here you go: emotionalmarketingland.com/taudience-map

If you download it, please let us know through the comments (because it’s absolutely free – that’d be fair).

Would you like to have a specific example (any specific product or industry)?

 3.  Change the buy button with a free give-away button.

+ Share the Electric Eel Technique with your clients, co-workers or friends.  

Here you find the infographic: emotionalmarketingland.com/electric-eel-technique-infographic/

If you download it, please let us know through the comments (because it’s absolutely free – that’d be fair).

Please enter  1  2  or  3  in the comments.

Or do you have any questions?


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