How To Use Emotion in Marketing Communication

Great marketing seeks to tug at the emotional strings of the audience. Because if you can get them to think about things that trigger emotions – like happiness, longing, their sense of loss and more, you can also trigger them to answer your call to action. In fact, if you do it right, you can elicit those emotions in an audience just by them seeing your brand.

(Click the red icon above to download for offline reading.)


Titles

Use emotional trigger words in your titles to get your audience’s attention. Appeal to their sense of curiosity or loss. Words like “last chance” or “limited time offer” can and will go far in helping you get more click-throughs and responses, too.

Headlines

Whether it’s an email marketing message or a blog post, it’s important to develop creative headlines that don’t confuse the reader but instead pique their attention. Use headlines such as “8 Ways to Ride a Bike” or “101 Ways to Avoid a Dating Disaster” to get their attention and make them want to read the article, eBook or content.

I have written a fair bit about this topic including this downloadable report.

Click here to receive it.

Subheaders

Sometimes a subheader can help explain what’s going to be inside so that you entice your audience to read the content, listen to the podcast, or watch the video. You can think of them as taglines too. Just a few words to push your audience over the edge to consume the content will go far.

Power Words and Phrases

Create a swipe file of power words and phrases that you can use when you want to trigger emotion in your audience. Words and phrases like “act now”, “bonus”, or “breakthrough” will work to get your audience into the mood you want them in to receive your messages.

Transitions

Don’t underestimate how important transition words are in text and speech. You can put your audience in exactly the mood you want them in with the right transition words. Words and phrases like “Listen…” or “Never again” or “Still not convinced” will go far in helping you explain a concept even more deeply.

Calls to Action

Never, under any circumstances, forget to add in a call to action or two. Your CTA is important because without it your audience is unlikely to do what you want them to do based on the information you’ve provided. You have to tell them what to do. “Buy now”, “Reserve your space”, “Click here now to start your free trial”, are all good CTAs, but you need to be as specific as possible.

Closing Phrases

Another opportunity to tug at your audience’s emotions is with closing phrases. You can use phrases like, “It’s in your hands”, “This is the final day that…” or “You’re moments away from changing your life by …” and so forth. See how these words trigger certain emotions?

Postscripts

Never forget the power of a P.S. when you’re writing a letter, a sales page, or email. After you’re done, just in case the audience is still reading instead of acting, include the P.S. and say something like, “P.S. Your satisfaction is always guaranteed” or “P.S. Act by Friday and you’ll also get the free report” and so forth.


When you incorporate these trigger words and phrases into your marketing communications, you’ll see an immediate return on investment. The power you have when it comes to using emotion in marketing is astronomical.

What do you think? Leave me your thoughts below or jot me an email.


 

This Post Has 4 Comments

  1. john worsham

    Great stuff Mike!

    1. Mike - The Wealthy Boomer

      Thank you, John. I appreciate the feedback.

  2. Nick Grimshawe

    Good content Mike. The article is a good reminder to be constantly learning to develop those skills to make your email marketing more and more effective.

    Yes to growth!

    Nick

    1. Mike - The Wealthy Boomer

      Thank you, Nick. Most of the stuff I provide is just good old stuff that works.

Leave a Reply