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.
Social media advertising has been successfully embraced by creative social media marketers. They ensure their brand can’t possibly be missed on social. It’s done through continuous customer engagement, tweeting fun and/or useful content, commenting, sharing, and directly asking users to join the community. This post will provide you with truly glorious examples of how the cool guys win over the social media users’ hearts (and wallets).
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…
If you type “social selling” in Google, it will tell you: “Social selling is one of the hottest buzzwords in the technology market”. And then: “The definition of social selling in under 100 words”. I mean, 100 is a lot of words for a definition… I promise I’ll make it humanly understandable.