By Azuni Voice
Most ads that get people to share them and buy can be summed up in a single word: emotive. That shouldn’t come as a shock. People make brand choices based on emotions rather than information, according to studies, and emotional responses to advertising have a greater impact on a person’s desire to buy than the information in an ad.
People have long recognised six primary emotions: happiness, surprise, fear, disgust, anger, and sadness. Let’s look at how your company can use emotions to build connection and awareness based on four categories:
Happiness
A good technique to establish a brand connection is to make an audience pleased. It also increases their likelihood of sharing your material. They’ll want to spread their joy to their friends and family. For decades, Coca-Cola has been launching campaigns that make people happy. Coca-Cola is an excellent example of this style of marketing, from their famed “I’d want to buy the world a Coke” to their “open happiness” motto.
Greed
In today’s world, we live in a consumerist society. As a result, individuals have a strong desire for the newest and most up-to-date versions of everything. Even though greed has a negative connotation, businesses frequently exploit it by advertising limited editions or collectible objects, as well as using short-term promotions and offers. People will buy based on both want and dread of losing out in such a strategy, which combines greed and fear.
Fear
You don’t have to appeal to people’s favourite emotions all of the time. Fear can be a beneficial feeling in some situations, especially if you’re trying to get people to take fast action. The World Wildlife Fund (WWF) devised a campaign that used fear to emphasise the need of halting climate change. “Stop Climate Change Before It Changes You,” said the ad, which featured a guy with a fish’s head–a horrifying sight.
Pride
By appealing to your audience’s feeling of pride, you can make them feel good about themselves and also your business.
