Everyone dreams of creating that one ad that really resonates with the public, the emotional ad that tugs at the heartstrings and gets shared over and over again as people tell their friends and family, “you’ve got to see this!” Think about the ads that you’ve seen and shared and ask yourself what they all have in common. The answer is that they make use of emotional marketing strategies.
It’s not always enough that your product or service is the best. Humans are creatures of emotion, and sometimes getting them into the door is less about showing them facts and more about pulling at the heartstrings. Whether you’re making them smile, tear up or laugh out loud, showing the emotional side of your brand creates customers who are with you for the long haul.
Here are some things to consider when thinking about building a marketing campaign with an emotional core:
What emotion do you want customers to associate with your brand?
The emotional spectrum is vast, but there are certain emotions that lend themselves to advertising better than others. When people think about you, what do you want them to remember? Is the goal of your ad to put a smile on their face? Are you looking to inspire them to do something? Are you trying to show them that you’re just like them? Building your campaign starts with knowing what you’re trying to accomplish.
What’s the story you’re trying to tell?
Emotional marketing is about telling stories. Whether a TV commercial, radio spot or print ad, at the end of the day you’re trying to make the best use of a small window of time to tell a complete story that ties into your brand’s message. Whether you’re telling a true story or creating a fictional narrative, make sure it’s a story that your customers can relate to in their day to day lives. Showing how your story can be their story is a clever strategy.
Is your ad trying to be too clever?
When you’re working with emotion, avoid subtlety. The story you’re telling should be smart and well thought out, but it shouldn’t need to be decoded. Remember to keep your message clear and direct, because you don’t want people experiencing your ad to have to work to find the emotional center. You only have a small window to make that first impression, so be bold.
If you’re ready to inspire new customers, get in touch with us at Design At Work today. We’ll work with you to design a campaign that’ll have folks tweeting #allofthefeels in no time.