We like to think we’re rational creatures. But as Robert A. Heinlein once put it, “Man is not a rational animal, he is a rationalizing animal.” Emotions drive the decisions we make in more ways than we like to think, and play a far greater role in decision making than reason. All of that suggests that emotional marketing has to be more effective than purely rational campaigns. But before we move on to look at the emotions that have been proven to work in ads, campaigns, and long-term marketing strategies, let’s first look at how emotional persuasion works, and which goals it can help you achieve.

So here you are. Sitting in your office chair scrutinizing over whether you should order that ad campaign from that industry resource (their Alexa looks good, but that doesn’t give them the right to charge 3 grand for a single post!), or bid on that high CPC keyword in AdWords (yikes, 20 bucks per click, are you serious?), or…