When creating your marketing messages, it’s important to appeal to your audience’s emotions. Think about a time you've heard a marketing message that really strikes a chord with your emotions and how it may affect your buying decisions or impression of a brand.
All human beings essentially have the same mental triggers that drive actions. Once you identify the target audience for your marketing messages, consider which emotional triggers you can connect to those messages—to make consumers feel something, and to make them act on those feelings or remember your brand because of them.
Here are 6 effective emotional triggers to tie into your marketing messages to increase your brand awareness and your sales:
Fear—everyone is afraid of something. Take the approach of pointing out a fear that exists, empathize with that fear and then remove the threat with your solution
Guilt—guilt is a powerful emotion that can come in many forms. Marketers can use guilt in their strategies by turning it into a positive outcome. Nonprofit organizations use this tactic frequently: would you rather spend your money on a Starbucks coffee instead of using it to save a starving child? Are you going to just toss that water bottle in the garbage instead of helping the Earth by recycling? If using this emotional appeal, always be sure to tie into a positive solution or opportunity.
Trust—trust is one of the most common and powerful emotions tapped by marketers to sell their services or products. Trust is the foundation of any relationship and key to building brand loyalty. If there isn't any trust, or it’s lost, there isn't a relationship. Make sure that your marketing campaign earns and keeps the trust of your audience.
Value—we all want to feel important. Your potential client/customer should feel important—let them know you genuinely care about them. When prospects feel like you value them, they will more likely use your business
Belonging—human nature gives us the desire to belong to something or feel a part of a group. Make your audience feel as though you are part of the family or part of your team and develop messages that connects you with the beliefs or values of your audience.
Competition—you've heard of ‘keeping up with the Jones’—it’s an old adage for a reason. Humans are affected by a competitive desire to feel equal to or better than their peers. Use a marketing message that elicits feelings of competition to get a response!