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Hey! You're amazing.
Now that I've got your attention let's talk about what just happened: telling you something positive about yourself focused on producing a singular emotional response. You might even have felt some warmth in your chest from this message.
But what if I said something negative instead?
You'd be jolted and might even start to feel heat rising to your face making you angry thinking of all the reasons you are NOT what I just said.
Hubspot says that emotional marketing refers to "marketing and advertising that use emotion to make you notice, remember, share, and buy."
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From three basic colors (red, blue and yellow) and 11 main colors you can create 10 million shades on a spectrum that can be seen by the human eye.
Emotions have a similar spectrum.
According to studies reported in
The emotion your marketing targets will depend on your industry, offer and audience.
But consider the difference between positive & negative framing:
Plenty of research shows that emotion influences consumer behavior.
Scientists at Yale and Duke discovered that humans have a preference for the positive that is deeply rooted in our DNA. This cognitive bias has been illustrated in thought experiments and scientific studies for years.
Emotional responses to marketing actually influence a person’s intent and decision to buy more than the content of an ad or marketing material.
I tell stories.
As human beings we are influenced by thousands of messages per day. Brands want our attention, purchase and loyalty. So what's the best way to get it? Appeal to our human emotions. Let's explore whether positive or negative messaging works better, and why all brands must focus not so much on WHAT they say but HOW they say it.
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