- May 7, 2013
- Posted by: Murali Sankar
- Category: Articles, Blog
Emotions play a very heavy role in marketing. We as consumers often buy for emotions and justify with logic. We hardly buy for logical reasons. The reason for buying a product or service is almost always emotional.
Even when presented with all the facts and information that is needed people still won’t make the decision. Emotion is what pushes people to buy.
Emotions are what make people bring the subject closer and helps them relate to the topic.
Emotions in Consumer market Vs Emotions in business market:
There is a notion that you need to use emotions when you are marketing or writing to consumers and use logic when you are selling to business buyers and a more technically implied audience. This is only true to a certain extent. Remember that you are still writing to people with emotions. They might be interested in different subjects, wearing business suits and occupying different roles but they are still more influenced by emotions in their decision making than you might believe.
Using Emotions in a marketing, sales or content project:
There are several ways use emotion in your marketing and writing which we will not go into in this article. However, you need to understand the entire range of emotions that people feel which can be used in different ways to make an impact in your marketing and achieve your business goals.
When you are working on a marketing campaign or piece of content you need to determine what emotions need to be conveyed and then decide how you intend to tie in your message with those emotions.
Your marketing goal might be anything like, getting their email address or mailing address, to get them to sign up to a trial offer or to just get the sale. Appealing to their emotions is the only way you are guaranteed success.
There are several parts in the sales process like capturing attention, maintaining interest, addressing concerns, proving that you are better than the competition/alternatives in the market, closing the sale, etc.
All of these steps have to be addressed emotionally for your marketing to be effective.
Different people are wired differently and respond to different things. If you want to appeal to your market, then you need to understand how they work and appeal to those emotions that they would best respond to. The difference in demographics and psychographics would have to be taken into account.
One size does not fit all and very few markets are static. They are always changing and it reflects on the user behavior. You need to test out different things to figure out what will work for your offer and for your market.
Classification of emotions:
As mentioned, humans can feel an incredible range of emotions. Here is a list of the emotions that I could come up with without repeating them or overlapping them.
It might be better if you could classify or categorize these emotions in your own way so that it would be easy to use them next time you are working on a project.
I have classified them under a few basic groups and also listed a few that don’t come under these groups (are independent).
There are very few basic emotions and the remaining are all derivations of them. However, they are still different and very specific. The more accurate you are in picking them and using these emotions in your projects, the better your results.
Here is a list of 177 emotions which are broadly grouped under different groups:
3. Attraction (Having attraction towards others)
12. Feeling caring or nurturing
13. Being altruistic
22. Self – preservation
24. Survival instincts
25. Feeling smothered
26. Enjoying humor
29. Feeling alive
30. Feeling appreciated
31. Feeling attractive
32. Feeling desired
39. Contentment or content
42. Feeling useful
43. Feeling wise or intelligent
47. Sense of belonging
51. Depression / depressing
61. Insecurity and inadequacy
76. Feeling brave or courageous
78. Being assertive
79. Being in control
80. Being independent
81. Feeling helpless
82. Don’t want others to talk bad about us
83. Don’t want to look bad
95. Being a good friend
96. Feeling betrayed
98. Feeling trustworthy
99. Want to trust someone
100. Want to feel trustworthy
101. Want to love someone
102. Want to pamper someone else
103. Want to take care of someone
108. Feeling indispensible (others being dependent on you)
109. Feeling fair, just or ethical
110. Having integrity
128. Being insightful
133. Feeling numb
135. Peaceful – relaxed – calm
140. Feeling respected
141. Feeling important
142. Self – confident
145. Feeling special
146. Feeling unique
147. Feeling worthless
149. Feeling smart
152. Taking a leadership role
154. Being productive
159. Feeling athletic
160. Feeling creative
161. Feeling financially secure
162. Feeling flexible or adaptable
163. Feeling free
164. Feeling healthy
165. Feeling loved
166. Feeling luxurious or pampered
167. Feeling romantic
168. Feeling safe
169. Feeling sexy
170. Feeling spiritual
171. Feels like a good teacher
172. Having a sense of power
173. Sense of accomplishment
174. Sense of adventure
175. Want to be pampered
176. Want to be taken care of
177. Want to feel loved