Thought Leadership

Make Them Feel

We feel first and think second. It’s emotions that drive our behaviour, no matter how logical and level-headed we might think we are. Intermarketing taps into the increasing importance of building emotional brand connections with consumers.

Adam Reynolds, Intermarketing

Senior Copywriter

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Spoiler alert! We are a complex bunch. At any time, we could be feeling all sorts of things. From exhilaration to exasperation, flat to furious. Our brain processes these emotional responses five times faster than cognitive thought. Or in other words, we feel first and think second. It’s emotions that drive our behaviour, no matter how logical and level-headed we might think we are.

With buying decisions based on how we feel, it’s essential for marketers to understand the impact of emotions and how to harness their power to create competitive advantage. “Emotions don’t hinder decisions. They constitute the foundation on which they’re made” says Douglas Van Praet.

Emotional marketing tells a story that connects with an audience in a human or personal way. With consumers increasingly making purchasing decisions driven by feelings rather than logic, emotional marketing creates meaningful relationships that result in brand fans, replacing the loyalty marketing of years past. 

The continued emergence of new media channels, platforms and devices means consumers have greater access to a brand’s stories, and marketers have more ways to convey their brand’s values, interests, purpose and passions. Done right, emotional marketing helps marketers differentiate and compete in today’s changing environment. A study by Forrester found that marketing that arouses consumers’ emotions is twice as successful as marketing that only appeals to their intellect.

So, as more people align themselves with brands that reflect their values, the opportunity to forge more meaningful relationships has never been greater. Particularly as research shows that 70% of people who experience an emotional response to a campaign or experience are more likely to buy.

To succeed, brands can no longer just be about the product. They must define their purpose; what it means to consumers both practically and emotionally; tapping into the right feelings at the right time in the customer journey; and engaging their audience on a deeper level, one that’s primal and impossible to ignore. Because while people will forget what you say and do, they will never forget how you make them feel.

AUTHORS

Simon Long, Executive Creative Director

Adam Reynolds, Senior Copywriter

MAKE THEM FEEL

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Guest Author

Adam Reynolds, Intermarketing

Senior Copywriter,

About

Writer of copy that touches hearts, tickles funny bones and engages minds. Big believer of ‘if you wouldn’t say it don’t write it’.


Related Tags

Design Emotion