Use emotions in campaigns

Business Benefits

Encourage your audience to connect with your brand and convert into paying customers.


Perform market research on your target audience, focusing on their pain points and emotional responses: happy, sad, angry, or surprised.

Targeted audience research will allow you to zero in on the emotion that is most likely to inspire your ideal clients to make a buying decision.

Create a detailed buyer persona. Include details about their aspirations, fears, comforts, and general desires.

Eliciting an emotional response from your audience requires you to focus on a specific buyer persona.

Determine which of the four basic emotional category approaches may work best for your particular customer base, using your new persona.

Here are some approaches you can use to market a product:

  • Joy while imagining this product will improve their life.
  • Envy that their friend has the product and they don’t.
  • Fear of losing out on a great opportunity.
  • Surprise at an unexpected benefit.

Determine the correct appeal for your emotional marketing campaign.

Emotional marketing relies on gut reactions, rather than logic, to make an appeal. Your advertising needs to reflect this. Here are some ways to inspire emotions in your campaigns:

  • Personal: What makes them more beautiful, young, sexy, romantic, or popular?
  • Social: What is everyone else doing or sharing? Maybe it’s community-based, an internet craze, or an insanely popular TV show.
  • Humor: Be very careful with using humor. Not everyone has the same reaction to a joke.
  • Fear: Fear of missing out, fear that only your brand can solve their problem. Used wisely, fear can be a powerful motivator.
  • Endorsement: We see celebrity endorsements every day. You can use reviews of your product or service from real customers as endorsements.
  • Music: Music is a powerful emotional motivator. It can inspire everything from joy to anger and everything in between.
  • Adventure: The prospect of an adventure can be intensely exciting. Show people how your brand can help them embark on their next adventure.