Customers can buy products and services for many different reasons, but the most powerful force you can harness is their emotions. Most decisions we take are driven by emotions, whether we know it or not, so make sure you have strategies in place to take advantage of that fact.

It goes without saying that it is very difficult to change the way that someone feels artificially, but you can change their emotional attachment to your brand. For example, people are often loyal to a brand for reasons they find difficult to put into words, precisely because irrational emotions rather than facts drive them.

1. Colour

Colour may seem like something very basic, and simply, it is. Regardless, it is incredibly powerful. Colour sets the emotional tone for an advert. Scientists recently found that having olive green paint on the walls of a house makes people feel warmer even though there is no actual temperature change. You can do the same thing in your adverts or messages. Two simple examples are blue and red: blue tones are associated with calm and red with heat and energy.

2. Fluffy?!

The Andrex toilet roll adverts are iconic because of the cute, fluffy puppy. The puppy has nothing to do with toilet roll, but that association is now made strongly in the minds of customers. If you can include cute animals in your messaging, then definitely do!

3. The power of stories

I will not spoil the end of Game of Thrones, but it reinforced the importance of a good story. Stories sell products and services like nothing else. Customers love to feel like they know a brand, like Cadbury’s, which has made an entire ‘world’ out of their history. You can do this even if you are a smaller and newer brand by associating with a known story or movement.

4. Nostalgia

Take your customer back on a journey to their childhood. Make them reminisce about a time of fun and innocence using relevant songs, foods or events. These types of articles often get shared if the message is done well, so they are an excellent way to find new customers.

5. Effective emotional triggers

Above all, before you start crafting a message, consider what emotions you want to invoke in your potential customer. It is usually best to evoke positive emotional reactions, like happiness or excitement, rather than anger or sadness. Other positive feelings include belonging, control of your destiny, adventure and trust. However, some companies need to rely on negative emotions. Insurance companies need to remind customers of potential negative emotions like fear and guilt.

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