What is the role of emotions in marketing?

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When creating a marketing strategy, we want to motivate consumers to take action, whether it's visiting a website, downloading an app, or making a purchase.

However, it is not always enough to demonstrate the functionalities of a product or the advantages of subscribing to a service to obtain satisfactory results with customers.

Actions that focus exclusively on information and rational arguments tend to be inefficient.

The ideal is to stimulate people precisely through emotions, creating captivating messages supported by storytelling elements .

Insert your brand or what you want to spread into this benin phone data context in a natural way and allow people to really be interested in what your company has to say.

Let's look at some good practices to increase engagement based on emotions:

How to use emotions to boost brand engagement?
Check out 4 great tips on how to bring the science of marketing to emotions:

Create campaigns that generate emotions of excitement
Remember that high arousal emotions are what make people act, while low arousal emotions usually do not motivate any action.

Again according to the book Contagion , Jonah Berger lists the following emotions as high arousal:

Positives:

astonishment;
animation;
entertainment.
Negatives:

gonna;
anxiety.
That is, try to add emotion to the stories you tell your customers, making them funnier and awakening some kind of anxiety or surprise in consumers.

Some actions that a company can promote in this regard are:

asking provocative questions on the company's social media profile;
making statements that defy common sense;
share different ways of carrying out everyday activities.
Use simple language
When we use very complicated vocabulary, the words can convey a sense that the message is too rational.

Since our goal is to bring more emotion to the action, it is best to use simpler terms, preferably ones that induce some feeling.

Consider the word "free," for example.

When used in the context of the tasting phase of a new product or service, it can trigger emotions of happiness – after all, you won't need to pay to try it.

The same goes for an e-commerce that offers free shipping; the customer feels gratified for not having to pay this expense.

However, be careful with the indiscriminate use of words, which can generate an unwanted effect.

Inserting the word "free" into a branded shoe site can send the wrong message and devalue the brand.