Humans connect through our emotions–we share our excitement, our happiness, our heartbreak and nostalgia. This is how we bond with our family and friends and how we get to know our colleagues and neighbors.
So why should marketers use emotion when creating content? In the same way we connect to other people via our emotions, we connect to ideas, brands, and products. When making purchasing decisions, our emotions play a role, whether subconscious or otherwise.
When deciding which avenue of emotional appeal your brand should travel down, it's important to consider your industry, audience, and brand positioning. Excitement and anticipation can be compelling for product launches and promotions. Joy is impactful for travel, lifestyle, and entertainment industries. Inspiration and motivation can help your brand tap into your audience’s aspirations and dreams. Trust and security can assure your ideal customers that your brand is dependable and worth the investment.
So how do content writers evoke these emotions to compel their audience to act? Let’s dig in.
Craft a Compelling Story
Storytelling is an important part of creating a memorable marketing strategy, and emotions are at the heart of storytelling. Emotional language allows you to weave a compelling narrative that captures your audience’s attention and encourages engagement with your content. When your storytelling resonates with your target customer on a deeper level, they connect with your brand’s values and gain trust in your messaging.
Create Audience Connection
When marketing to our target audience, the goal is positioning our product or service as the solution to their pain points. We want to create an emotional connection so our brand is top of mind for customers when a pain point pops up. Emotional engagement makes people more likely to pay attention, relate to your message, and remember your brand.
Build Brand Loyalty
When the marketing content you create evokes positive feelings in your audience, they feel a sense of loyalty and trust in your brand. That connection creates a deeper bond with your customers, who are then more likely to feel a sense of loyalty to your products or services, resulting in repeat purchases and recommendations to others.
Emotionally-driven content tends to generate higher levels of engagement on social media. When your followers like, comment, and share your content, it reaches past your normal audience, expanding your brand’s reach and visibility. This kind of organic digital reach–current customers spreading your brand message to their own networks–is the best case scenario for social media.
As mentioned above, our emotions play a significant role in decision-making. By using emotional language, you are more likely to inspire your audience to follow your brand on social media, sign up for your newsletter, or make a purchase. Emotional appeals are a great driver of engagement with your brand.
Feeling overwhelmed? The Hire a Writer team is here to craft your brand’s narrative and turn your audience into an engaged, loyal customer base.