Visionaries and marketing greats will tell you that emotion is a powerful component when connecting with an audience and building a strong brand. There’s no doubt that this notion is true, you only have to look at the great ad campaigns created by top brands like Apple and Nike to see underlying patterns of emotional storytelling designed to compel and move viewers.
However, just how much emotion is required when it comes to daily marketing activities? Do you need to constantly produce powerful content pieces that bring your viewers to tears at any given moment? Perhaps not.
Emotion is a strong driver for brand growth
Marketers often talk about the art of emotional persuasion as a way of getting ahead of the curve and boosting conversions, conducting qualitative research to find trigger words for a certain community or niche and capitalizing on engagement through campaigns that focus on pain points.
The idea behind this tactic is that business is essentially human-focused. Enterprises revolve around humans as consumers, and offerings must be suited to human needs and desires. Emotions are a primal part of the human psyche, and to master the art of emotional persuasion is to master the art of selling.
These are all relevant arguments, in fact, some emotion-focused marketing might do certain sectors some good. However, there are some prominent alternative points to take note of.
There’s a dark side to emotion
We live in a very fast-paced era of digital marketing, with the rising adoption of advanced technology and super-speed connectivity being prominent aspects of modern capitalism.
Social media has taken the world by storm, and commercialism has injected itself into the big social platforms of the digital landscape. This means that over time, we have seen a growing habit of brands, marketers and advertisers over-utilizing the concept of emotion-driven campaigns.
These days, it’s like everywhere you turn, there’s a sensational headline and clickbait copy that lead to click-funnels designed to pull and drag prospects in. There’s something intrinsically damaging about the misuse of emotional persuasion, and it may be affecting our society from a psychological standpoint. If brands don’t leverage emotions responsibly, deep-rooted problems may appear.
Instead, why not focus on practicality?
It may not be as sexy as emotion, but the use of practicality in marketing has come a long way. Entire brands have been built on the premise of simple problem-solving, providing value with offerings that make the consumer’s life easier. If a product or service can help customers save time, improve efficiency or avoid mishaps, then those advantages should be brought to the forefront (without too much emotional mush).
Provide information, not just storytelling
With regards to content marketing, brands shouldn’t just aim to revel in emotional storytelling to propagate core values or offerings. Instead, they should focus on informative content which follows the idea of providing value through problem-solving as well.
Consumers often look for ways to fix their phones, or to clean their sheets or to run their Facebook ads or to change baby diapers. If you can create blog posts and content pieces to help people solve their immediate problems, they will remember your brand, and you would have gained authority in that specific regard. They’ll come back to you if they have a similar problem, and eventually, they may opt into your offering.
Balance is everything
At the end of the day, brands need to learn to juggle a good balance of both marketing approaches if they want to build a wholesome brand. Don’t get too caught up in emotional persuasion. Use it responsibly. At the same time, never forget about the value of informative and practical content marketing, because consumers, search algorithms and social platforms often respond well to useful brands.
As hard as running a business is, you also need to engage with the right set of audiences and emotions are not all there is to it. What are the trigger words that make your audience think of you? As effective as clickbait may once have been, it will cause problems. So, focus on practicality and the right information in order to build a holistic brand.
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