When faced with a life altering decision, (although only a few would like to admit it) we humans tend to get swayed by emotion rather than reason. Have you ever wondered why is that? The answer lies in a study concluded by a neuroscientist who puts it as simply as this:
“We are not thinking machines. We are feeling machines that think.”
Even many of our daily inconsequential decisions such as what to wear or where to eat, which we believe to be logical, are actually based on emotions. Great marketers, advertisers and presenters know this secret that the key to win customers is to first appeal to their emotions.
Emotions That Can Be Triggered in Audience
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Joy
A feel good campaign is the best bet since it makes people happy. People appreciate a moment of joy in their lives, and more so if it has a heartwarming feel that displays affection and love. For example, a holiday club can sell their family travel packages playing on the feel good emotion of affection and love for family.
Trust yourself, self confidence concept. Wooden chess pawn with king shadow on gray background, motivation poster
Self Esteem
Some of the best campaigns are those that make people feel great about themselves and boosts their self esteem. People yearn for self improvement and seek recognition for their efforts. Therefore, if you help them gain confidence, it will give your audience a unique kind of high. For instance, a motivational speaker or a life trainer can trigger the emotion of self esteem and instill confidence in its audience, thereby, holding the power to change their lives!
Business Team Meeting Achievement Apploud Concept
Amusement
Who minds a good laugh in this high-stress life? People tend to remember funny moments with more clarity than any other emotion. If you can make them laugh, you’ve got their attention and their mind share too! Amusement as an emotion in a marketing campaign works best not only for brands catering to kids, but also adults in the FMCG sector and food business.
Audience at a business seminar listening to a speaker
Belonging
Humans are social animals. They seek the company of those with similar interests, in an attempt to be a part of a social circle. If your presentation design can evoke a feeling of belonging to an elite club or social strata, half the job’s done. For instance, sales managers can sell dream homes by making people feel included in a high society.
Team of young employees eagerly listening to their manager’s speech
Hope
Hope is what keeps us all going despite all the chaos. The hope for a better tomorrow, a better world, a better future. Sharing a story of hope in your presentation that directly or indirectly advertises your product will quickly strike a cord with your audience. A CEO speech can bring hope and renewed zeal in the workforce, and make them achieve greater results.
Business Discussion Talking Deal Concept
Guilt
This one’s a tricky emotional anchor. But if you get this one right, you’re a sureshot winner! Maybe a pressing issue needs attention, and when you stir feelings of guilt in your audience, they’ll be more committed to the cause and be eager to help. For instance, a health food brand can lure customers by playing on their guilt of eating junk food.
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Fear
Fear of losing your health, your loved ones, or your financial status can make you act quicker than usual. When your presentation succeeds in creating a silent fear in the hearts of your audience, it can motivate them to make a buying decision sooner by showing them consequences of inaction. For example: A health insurance company can use the emotion of fear to make you realize the importance of buying a health plan to ensure safety cover of you and your family.
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Power
Our visceral emotions of greed, power, gluttony, lust and envy are as real as other feelings, and often the underlying reasons of those impulse buying decisions. Tapping into these is tricky, but when done right offers great returns! A luxury car brand can use the feeling of power to a great extent and make it look attractive to its target audience.
The key to this strategy is to not overdo the emotion. Viewers may get offended by your blatant manipulation or self-praise branding, and it will only repel them farther. Therefore, ensure that you use these emotional triggers judiciously in your presentations to get the desired effects.
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