According to Roger Dooley, emotional ads work TWICE as well as rational ads.<\/a>\u00a0So it’s important your campaign incorporates emotion from the start. You can deploy these emotions through copy and creative in all formats, analog and digital.<\/p>\n Before you create your next campaign, check in with these powerful emotions in marketing and branding. \u00a0Be sure you’ve considered your strategy, both long and short term before deciding which emotion works best in your marketing.<\/p>\n Fear also heightens any other emotion created alongside it and it drives us to make deeper connections with those we share the fear with-this is why scary movies create deepen relationships.\u00a0<\/a><\/p>\n There are several different kinds of fear, but two common types include: It’s a fine line because if we’re too happy, we might not be motivated to purchase. But happiness DOES make us want to share. It seems good news travels fast. According to a study by Fractl<\/a>\u00a0these are the Top 5 emotions which drive viral content:<\/p>\n One of our oldest motivations is the need to be part of a tribe, included in a group. For our earliest ancestors, it was a requirement for survival, today, that need is still a powerful motivator and when we have it, we feel safe which leads to loyalty.<\/p>\n We’re hardwired to anticipate outcomes. We’re not always right, but we are always anticipating. You can use anticipation in a couple of different ways, to attract and retain customers.<\/p>\n Attracting customers with anticipation typically comes with a stimuli and an outcome. The faster the outcome, the more likely we are to repeat the stimuli. Once we’re hooked on the stimuli, the outcome frequency can become variable (you might have learned about Pavlov’s dog, this is the same theory). Gamification uses anticipation brilliantly.<\/p>\nFear
\nFear comes in many forms and it creates a sense of urgency.<\/h2>\n
\n“Fear Of Missing Out” (FOMO):<\/em> This particular fear tends to work well on younger people in social media. This works particularly well for items with time sensitivity.
\n“Fear of Isolation”:<\/em> closely connected to FOMO, fear of isolation is often used in connection with health products, deodorant for example: “use this so you don’t smell, because when you smell, you become a social pariah.”<\/p>\nWhen to Use Fear in Emotional Marketing\/Branding:<\/h3>\n
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Happiness\/Joy
\nWhat happens when we feel happy? You might be surprised.<\/h2>\n\n
When to Use Happiness in<\/h3>\n
in Emotional Marketing\/Branding:<\/h3>\n
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Inclusion<\/h2>\n
When to Use Inclusion in<\/h3>\n
in Emotional Marketing\/Branding<\/h3>\n
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Anticipation<\/h2>\n