Emotions can be a powerful thing in business when it comes to marketing. Think about it. If you feel emotionally connected to something or someone, you invest more time and money into that thing or person. Why wouldn’t you want to tap into that power when it comes to your brand?
Everything you do when it comes to selling your brand story should be tapped into emotion to make a stronger connection with your audience.
Here are 5 ways to use emotions to build out your marketing and PR strategy:
Focus on the human aspect of your story
The media hears about so many different businesses, big and small, new and established. You have to set yourself apart from everyone else. Find a human interest story to focus on when you are pitching the media. All of a sudden the story becomes more than a business pitch – you have a living, breathing, feeling focus that your audiences can relate to and become invested in.
You do so much work to build your brand character so you can’t forget that you should interact with your audience like you’re interacting with a friend.
When in doubt, think nostalgia
Nostalgia will always be a good thing to tap into when you are trying to emotionally connect with your audience. The notion of the “good old days” brings on an array of emotions, and if you have done your homework on your target audience, then you will know what they are nostalgic about. Whether it’s Toys R Us getting their audience to think about never growing up or Tim Horton’s nostalgia over national pride, those are the campaigns that stand out.
While “prankvertising” and other public stunts that invoke fear in audiences have become popular over the past few years, you have to stop and think how it will affect your brand. For some, playing on the negative side of emotions is great – if your audience is into that sort of thing. Fear as part of a marketing strategy works if you are launching a horror movie, an exhilarating extreme sports campaign, or a provocative public safety ad (PSA). Before having someone dressed as a demon jump out of a TV screen or have someone free fall towards earth from space, think long and hard whether it a) fits within your brand story and messaging and b) will draw people into your brand rather than repel it.
Throughout the year, there are holidays and special celebrations that are focused on specific emotions. Why not join in the discussion that is already happening and tap into those emotions people are already feeling. Valentine’s Day is right around the corner, so you can focus on love and how that would fit into your brand story.
Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.
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