Emotional targeting is built on the concept that customers don’t purchase products, they purchase experiences.
Let’s be honest: customers don’t really want to hear about how awesome your product is or how much better it is than your competitors. They want to hear how they much more awesome they will be once they have your product. This is where the story begins: focusing on the emotional reason behind a purchase. In the industry, this is known as emotional targeting.
The holidays are the time of year when, other than the Super Bowl, advertising really ramps up the ads those ‘tugs on your heart-strings”, hoping to strike a chord with the masses to make their ad go viral to drive sales. This ad made me cry, so did this one, and this one too. They were impactful and memorable, and I remembered them because of how they tied their product to universal human emotions. And yes, it gave me the warm fuzzies.
It’s no big surprise that marketers use emotional targeting to sell products – because it’s really effective. There are entire companies – separate from ad agencies – dedicated to gauging the value of human emotions in advertising. It may sound easy in theory to put emotions into your businesses or brand message, but putting it into practice can be tricky. Will it resonate with your market? Does it feel authentic? Does it make customers feel something – or feel connected to the product or company?
The next time you feel an ad tug at your heart strings, think about the reason why. Think about what your customers feel when they hear your message. What is your message making them feel about your business?