Take advantage of emotional appeal

Published June 12, 2014 at 7:25 am

One of the main goals of marketing is to reach customers and entice them to buy a product or take advantage of an offer. To accomplish this effectively, marketers need to not only know their target audiences, but how to capture their attention.

The technical aspects of a product or service may be interesting, but customers making purchasing decisions aren’t necessarily thinking along these lines. In fact, the human brain processes technical information and emotional information in two separate areas, as discussed in an Inc. article. The part of the brain responsible for decision-making is located in the area of the brain responsible for controlling emotion: the limbic system.

As the article details, customers may research a product ahead of a purchase, but given the influence emotion has in buying decisions, it is important for marketers to remember to focus on this area as well.

The idea can apply to web copy, direct mail and any other type of material where marketers are trying to make an emotional appeal that will make the customer want to move forward with the purchase.

We’ve previously discussed the idea of creating content that has an emotional appeal. This idea is applicable to business-to-business industries, as well as business-to-consumer industries. No matter what you are marketing, your audience is human and will have the potential to be impacted emotionally by a well-crafted campaign.

As Inc. points out, when it comes to selling online, web copy that focuses on appealing to emotion may be more effective than copy that only details the technical aspects of a product. With this approach, marketers can look to influence buying decisions.

Whether you’re creating online copy, direct mail copy, or a promotional video, connection with the audience is key.