And what I mean by that is that this post is not about some fleeting theory or another marketing trend, but about the only possible way to connect with your audience: that is, on an emotional level.
«Imagine marketing is like a tree. And its roots extend into a soil of dreams and desires.»
These are the words of an emotional marketing superhero: Seth Godin.
And continuing with his analogy, your marketing cannot be a simple jamaica phone number data response to a market demand, because then its roots will not go deep. Your tree will not grow or, if it does, it will be hidden among so many other trees similar to it.
For your tree to take root, you need to give it emotional nourishment.
Because your message must effectively reach your audience, and to do that you need to understand their dreams and desires; the way they see the world. And that worldview is based on a small number of shared patterns and emotions.
So, this is an introductory guide to the world of emotional marketing, but it is also a fundamental guide for anyone trying to sell and build a community.
I will tell you what exactly we mean when we talk about emotional marketing, what are the basic emotions that guide our decisions, and we will see good examples of emotional marketing and emotional email marketing .
And it is that…
A mailing campaign is more discreet than an advertising campaign, but email is one of the few channels that allows you to speak to your audience on a one-to-one basis, which makes it a perfect way to tell stories and connect on an emotional level.
1 · What is emotional marketing [with examples]
2 What science says about emotional marketing
3 The role of emotions in emotional marketing
3.1 There are 8 basic emotions
3.2 Well, these emotions are decisive
3.3 Amazement
3.4 Happiness
3.5 Anxiety and fear
4 How to apply emotional email marketing [with examples]
4.1 2 techniques and examples of emotional email marketing
4.2 Emotional email marketing example #1
4.3 Emotional email marketing example #2
5 A few final words on emotional marketing
· What is emotional marketing [with examples]
Emotional marketing involves using emotions to gain the attention, memory and trust of your potential customers.
That is, it seeks to create a deep personal connection by appealing to the audience's emotions, usually through a story.
Almost all major brands, such as Coca Cola or Nike, are fully aware of the potential of emotional marketing to influence their audience, emotion by emotion.
But if I had to pick just one example that perfectly illustrates what emotional marketing is, it would be Google’s Parisian Love campaign.
This video tells us a love story that stands out for its originality and simplicity: through the Google searches carried out by a boy who goes to study in Paris, we witness the birth and development of a relationship.
A simple but epic campaign, based on Google queries, music and background sounds, which in fact became an example of viral marketing .
I've watched this video more times than I can remember, and yet I still get emotional every time it nears the end (that's the power of emotional marketing).
