Happiness. Disgust. Anger. Joy. Why Are These Emotions So Powerful?

In a world of techs and lots of consumable alternatives, we, consumers, are daily flooded with tons of advertisements. But, do you ever wonder what percentage of your daily seen advertisements finally convince you to buy things? Yes, the rate is very low, and all businesses are trying their best to win that slice of the pie. That’s where emotional marketing comes into play.

Emotional marketing is often the first and last pin that grabs your attention in the beginning and encourages you to buy the product/service at the end.

In this article, I will explain in detail what emotional marketing is, why it is getting so much popularity in the marketing arena, and a proven strategy of emotional marketing.


What is emotional marketing?

Emotional marketing is the marketing technique that calls upon emotion or feeling that persuades the prospects to visit, share, and buy the product/service. Most of the marketing projects try to evoke one single emotion of fear, love, happiness, hope, and excitement. But some experts try to go beyond the limit by infusing two or more emotions in a single project.

Human emotion is a very complex issue, while most experts explain it as a state of mind. There are four basic types of emotions, such as happy, sad, afraid/surprised, and angry/disgusted. All other emotions, like excited, annoyed, fall into these categories.

Why are these important in marketing?

Because when people buy something, they don’t buy the product/service; they buy experience. For this reason, while designing a marketing campaign, producers take a close look at the product/service and decide what emotion, if provoked properly, can persuade potential customers best.

How can emotions be staged with maximum accuracy?

Video marketing is by far the best way to stage an emotion properly, and numerous studies have confirmed its effectiveness in grabbing attention, holding it, and triggering emotional feelings. Video marketing is also very useful in staging more than one emotion, like a mixture of fear and hope, which in any other medium, can be very difficult.

post about emotion

Below are some reasons why businesses are choosing emotional approaches to marketing;

  • It can grab attention instantly and reduce the bounce rate.
  • People love to relate stories with their own experiences, and this leads to positive emotions towards the products/services.
  • Emotional marketing urges people to take decisions from their heart.
  • When people can relate an event with their experience or future expectations, they feel very much privileged. That improves the conversion rate insanely.
  • A call to action can be presented more powerfully but more pleasantly.

What should be your emotional marketing strategy?

Below is the 5-step strategy guide that we use to help our clients in succeeding in their marketing campaigns.


1. Know your audience. (Demography, gender, age, education, economic condition, etc.)

2. Pick the right color. Colors invoke emotion, either positively or negatively. The below chart from Robert Plutchik can help you to pick the right color.

Emotional Chart from Robert Plutchik

3. Tell them a compelling story.

4. Don’t just tell, show them the result. Again, videography is the deal-breaker here.

5. Don’t brag about the features; inform the benefits they can enjoy.

Use this proven strategy guide to connect with your prospects emotionally. But, don’t overdo it, as people are smart and have so many options to choose from these days. If you’re looking for the right team, who knows the ins and outs of the industry, for your marketing campaign, then you are in the right place. Don’t forget to visit our site, and if you have any queries, leave us a message. Let’s have a chat. 




Arnitra Jackson


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