Your Emotional Marketing Strategy

emotional marketing

One of the most important things you can do when selling your course is to appeal to your audience's emotions. People are more likely to take action if they feel an emotional connection to what you're selling. In this post, we'll explore some ways you can use emotional appeal to boost sales and enrollment for your digital course.

Emotion drives behavior. It's that simple.

Research by Motista published in Harvard Business Review studied more than 100K customers from more than 100 retailers and concluded that clients with an emotional connection to a brand have a 306% higher lifetime value. They spend more on the brand, stay loyal to it longer, and are more likely to become strong brand advocates, recommending the brands they love to their friend networks. 

marketing research

When it comes to marketing, tapping into emotion can be a powerful tool. Emotional marketing focuses on connecting with consumers on a deeper level, beyond simply presenting products or services. By resonating with consumers' feelings and needs, emotional marketing can create a bond that goes beyond transactions. When done well, emotional marketing can lead to brand loyalty and repeat business.

So how can you use emotional marketing to connect with your target audience? First, it's important to understand what emotions your product or service evokes. Do your customers feel relief when they use your product? Pride? Joy? Once you've identified the emotions your product or service elicits, you can start planning marketing campaigns that connect with those emotions.

For example, if your product provides relief from stress, you might position it as a way to unwind and relax. Or if your service helps customers feel more confident, you could focus your marketing around the idea of self-care. 

emotional marketing research

No matter what emotions you want to tap into, remember that emotional marketing is all about creating a genuine connection with your customers. By being honest and authentic, you can develop relationships that last long after the sale is made.

From Ideas to Implementation:

How to infuse your course marketing with more emotion 

1. Tell a story: narratives encourage emotional connections, they simplify information and make it more relevant, and they entertain. Stories demonstrate your brand voice is, and help explain why your course matters to buyers.

2. Use color: Use color to your advantage by choosing colors that will evoke the desired emotional response in their target audience. I wrote a bit more about the psychology of color for marketing courses here. 

3. Create aspiration: call on people’s dreams and desires and offer them language, ideas, programs, resources and actions that encourage them to be their best selves. 

Summing up:

Applying emotional marketing techniques to your digital marketing strategy can be the difference between a so-so campaign and one that really resonates with customers. It takes a bit of effort to understand what makes people feel certain emotions, but the payoff can be huge when it comes to sales. So don’t be afraid to experiment with different tactics until you find what works best for your brand and target audience.