Hallmark commercials are famous for making us bawl our eyes out. And that Budweiser Commercial with the puppy and the horse? Who doesn’t go all gooey inside over that? According to an analysis of the IPA databank, containing 1400 case studies of successful advertising campaigns, there’s a compelling reason advertisers use all that emotionally charged content:
…campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content…
This type of advertising is referred as “emotional marketing”, marketing that arouses the emotions of consumers. While emotional marketing has pretty much been around since the dawn of advertising, recent scientific studies confirm its undeniable value.
As related by an article on SBA, an influential study in Psychology Today revealed that consumers rely on emotions over information when evaluating brands. This same study discovered that emotional responses to advertisements had 3x the influence on intent to buy than the ad’s actual content. Thanks to the growth of content marketing, the SBA stated, emotional marketing is experiencing a resurgence as online marketers incorporate emotional triggers to attract more customers.
You, too, can harness the power of emotional marketing by doing the following:
- Tell a Great Story – Great storytelling stirs emotions, engages attention, and helps you connect to your audience. Stories can be used for multiple forms of content, including blogs, whitepapers, e-books, on company websites. For tips on creating emotionally responsive stories for your content marketing, visit WordStream
- Reel In your Audience with Attention-grabbing Subject Lines & Headlines – Whether you’re writing blog content or an email, words wield a tremendous amount of power…if you use the right ones. Obama’s one-word subject line for his email marketing / fund raising campaign, for example, netted $690 million. How powerful is that? Learn more about creating irresistible headlines by using power words and generating curiosity here.
- Provide Value That’s Informative & Engaging – Nothing’s worse than wading through several pages of boring content just to find one little nugget of valuable information. Make sure you’re infusing your infographics, stories, case studies, and other forms of content with information that will educate and engage your audience. Don’t add a lot of fluff or random facts. Stay on topic, and present industry-relevant material in an interesting way that will educate, engage, and arouse emotion in your audience to spur the desired reaction. Check out the three rules for creating quality content in digital marketing:
Source: The Huffington Post
Incorporating emotional triggers in your content marketing will help you attract more customers and forge a bond between consumers and your business that will increase customer loyalty.