The Role Emotions Play In Marketing

The Role Emotions Play In Marketing Video Transcription:

Thomas Green here with Ethical Marketing Service, today I would like to talk to you about the role emotions play in your marketing.

First of all I would like to exclude the practice of doing or saying anything in order to get a response or sale. But as much as I think logic and reason should be the reason why we act, humans are emotional beings. So it’s a logical thing to consider what feeling you want to produce in your marketing message.

If we take an extreme example to prove the point. It’s easy to see where this type of marketing has its place. Would it be appropriate for a funeral director to talk of facts and figures in an effort to sell the best value for money funeral to someone who has just lost a loved one? Or would they have to consider the emotional position that human being is in.

Whilst we are not all in the funeral business, we all deal with people and therefore the emotions we are likely to come across will differ based on what business we are in.

How would the emotion in marketing change from promoting life insurance, to home insurance, to business insurance?

If you were only to talk about the price and what the policy covers, you will really be ignoring a lot of what that person will be feeling based on what they are looking for.

So if you were the customer of your own business, what emotion would you want to feel before going ahead with your company?

What would you want to know before proceeding?

What about your marketing message would interest you?

And what would you lose by not going ahead?

People don’t buy a £300,000 Bentley because it’s logical to do so, it’s about the feeling they get from it and there are many other ludicrous examples, but you don’t have to look very far to find them.

Of course you should appeal to peoples reason. Give them a logical argument for proceeding, so they can validate their decision. But if you want the best response and want action to be taken, base your marketing message on what emotion you want people to feel when they read it.

As long as you are not a funeral director, visit us at if you need help with your marketing. 

That one, was an attempt at humour, I’ll speak to you soon.