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- 🤣☹ Consumer Emotion: The most powerful conversion tool
🤣☹ Consumer Emotion: The most powerful conversion tool
The best marketers understand that consumers act on emotion, and thus that invoking emotion is highly favorable
Welcome to Thursday. Consumers act on emotion, not logic.
Despite what you hear in the news about inflation and interest rates, consumers actually plan to spend more this holiday season. Who would have thought? According to Deloitte in its 2023 Holiday Retail Survey, it is projected that consumers will spend almost $2,000 this holiday season, a 14% increase from pre-pandemic numbers.
If marketers want to capitalize on this increased consumer spending, it is imperative that they invoke the right emotions among their target audiences. We dive a little deeper and give a couple of examples of the best emotions for marketers to aim for in this week’s Strategy time down below…
Let’s jump in👇🏽
This week in marketing
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This is where we share our favorite ad each week, some old, some new👇🏼
Sports gambling is taking over in the United States. While most states do not allow for in-person sports betting, every year more states open up the floodgates to mobile and online betting. Meaning, you might not be able to place a bet on your favorite team at the casino, but you definitely can on your phone or computer.
This spot from ESPN Bet is simple and clever. It does not come across like most other sports betting applications, where they try to sell excitement and features. Instead, it focuses on a scenario where placing a bet on a game can make that scenario more interesting. Simultaneously, it breaks the notion that women do not gamble on sports.
Enjoy!
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Unlocking Emotions: The Power of Tonality in Marketing
Consumers act on their emotions. Whether it be excitement, anger, joy — as a marketer, your goal should be to invoke the right emotions in your target audience. What do you want your audience to feel about your brand, product, or service? The right emotions have the ability to subconsciously bond consumers to your brand. Marketers hold the keys to consumer emotions, using the right tone to orchestrate a symphony of feelings (and conversions).
Joy (Humor)
Arguably the most powerful emotion is joy. The way to get there is through humor. Humor brings people together like pizza and a beautiful rainbow — everyone likes pizza and a beautiful rainbow🌈
Fear
Another great emotion to invoke is fear — arguably the second best emotion. Now, to non-marketers, this might sound a little sinister. We want to frighten people, but not in a directly threatening way. As marketers we want our audience to feel that if they do not do something they are missing out. Ever heard of FOMO (fear of missing out)? That’s what we’re going for…
Point is, aim to make your customers feel something about your brand. Feeling nothing is sign of indifference, and indifference does not get consumers to take action…
Our favorite content from this week!👇🏼
People don’t buy for logical reasons. They buy for emotional reasons…