How to Harness Emotional Content Marketing

We've covered what content is (and if you haven't read, come back to this after you do), but it's not enough to just create... you have to connect.

At its core, emotional content marketing is simply the practice of appealing to a prospective customer’s feelings, values, and aspirations rather than just focusing on product features. It's like the old saying goes: sell the sizzle not the steak. Sell the vacation, not the flight.

Why?

1. The Brain’s Emotional Wiring

Research in neuroscience shows that humans make decisions based on emotions first and justify them with logic later. Think about it, whatever you believe to be true you look for signs of. You believe in your convictions because you have a certain emotional stronghold to them and feel 'triggered' or confused when it's contradicted.

When your marketing activates an emotional response, it leaves a lasting imprint on the brain, making your brand more memorable. It may feel counterintuitive to narrow down based on emotions that may not resonate with EVERYONE, but it's better to resonate 100% with a group that may only make up 15% of the population than resonate only 15% with 100% of the population.

2. Trust and Loyalty

Brands that connect emotionally are easier to trust, even if people haven't been introduced to you for a long period of time. There are a few cognitive biases we all fall prey to, bandwagon effect, familiarity bias, etc, building a brand that makes potential customers feel aligned with on a personal level will give you the upperhand. Even if a competitor offers a similar product at a lower price they aren't YOU.

3. Social Sharing

Emotionally charged content is more likely to go viral. In this day and age virality = profitability. The algorithms of social channels are optimized for engagement. They want people to stay on the app for as long as possible so if they see something is getting a lot of shares, likes, and comments, the video will be boosted to more people and increase your visibility and probability of sales.

5 Key Emotional Triggers in Marketing

To effectively harness emotional marketing, you need to tap into the right emotions. Here are five triggers that consistently yield results:

1. Happiness

Joyful content often leads to social shares and positive associations. Campaigns that evoke happiness inspire a sense of community and optimism.

• Example: Coca-Cola’s "Share a Coke" campaign personalized soda bottles with names, encouraging people to share a Coke (and a smile) with someone they care about.

2. Fear

Fear can be a powerful motivator, especially when it highlights the consequences of inaction or danger.

• Example: Security brands like Ring or ADT use fear-based messaging to emphasize safety and protection for loved ones.

3. Sadness

Sadness creates empathy and connection. Brands often use it to tell stories that tug at heartstrings and encourage social change.

• Example: The ASPCA’s tear-jerking ads about animal cruelty prompt donations by making viewers feel a deep sense of responsibility.

4. Anger

Righteous anger can inspire people to take action or align with a cause.

• Example: Nike’s Colin Kaepernick campaign sparked controversy, but it resonated deeply with its target audience, showcasing their commitment to social justice.

5. Surprise

The element of surprise keeps audiences engaged and makes campaigns more memorable.

• Example: Blendtec’s “Will It Blend?” campaign shocked viewers with demonstrations of unlikely items (like an iPhone) being blended in their high-powered blenders.

Steps to Harness Emotional Marketing

1. Understand Your Audience

You can’t create an emotional connection without knowing your audience intimately. Research their:

• Pain points

• Aspirations

• Fears

• Core values

Tip: Use surveys, social media listening tools, and customer feedback to gather insights into your audience's emotional landscape.

2. Define Your Brand’s Core Values

Your brand needs a strong emotional foundation. Ask yourself:

• What does my brand stand for?

• How do I want customers to feel when they interact with my product/service?

• What emotional values align with my brand mission?

Example: Patagonia positions itself as an eco-conscious brand, appealing to customers who care deeply about environmental sustainability.

3. Tell a Story

Storytelling is at the heart of emotional marketing. Instead of showcasing your product, tell a story about how it impacts lives.

Tips for Powerful Storytelling:

• Keep it relatable: Show real people or situations your audience can identify with.

• Focus on a hero’s journey: Narrate a transformation, with your product as a supporting tool.

• Use visuals and music: Emotional cues like music, color schemes, and cinematic visuals amplify your story’s impact.

4. Use Visuals That Evoke Emotion

Images and videos have the power to evoke emotions instantly. Select visuals that align with your message.

• Warm colors (red, yellow) evoke passion and excitement.

• Cool colors (blue, green) convey calm and trust.

• Authentic imagery of people fosters relatability and connection.

5. Incorporate Emotion-Driven Copywriting

Your copy needs to align with the emotions you’re trying to evoke. Use language that is vivid, sensory, and conversational.

• Instead of: “Our shoes are lightweight and durable.”

• Try: “Feel the freedom of movement with shoes so light, you’ll forget you’re wearing them.”

6. Evoke Action with a Strong Call-to-Action (CTA)

Emotion without action is wasted potential. End your campaigns with a CTA that converts feelings into tangible steps.

• Example: “Join the movement,” “Donate today,” or “Share your story with us.”

Whether you’re crafting an ad campaign, designing a website, or writing a social media post, always ask yourself: What do I want my audience to feel? 

If you can answer that question and deliver on it, you’ll unlock the full potential of emotional marketing.

Ready to create campaigns that truly connect?