Back in college, I minored in psychology because understanding why people do what they do is fascinating to me. That same curiosity now helps in marketing for my clients–particularly when writing copy.
Turns out, we’re pretty emotional beings. More often we want to buy something because of an emotional response and then rationalize that decision with logic.
You can apply this truth in your own marketing. Harness emotional triggers to make your marketing copy really hit home. Here’s how:
1. Emotions Are the Real Decision-Makers
We often buy with our hearts and then use our heads to justify it. Think about Tesla–they don’t just list features; they create an emotional experience around the thrill of driving a futuristic car. This excitement hooks potential buyers, who only later dive into the specs to confirm (and affirm) their emotional decision.
2. A Sense of Belonging Drive Loyalty
I’m a big fan of Phil Agnew’s Nudge podcast and in one of his recent shows, he highlights the power of belonging. In the world of product sales, this might look like a subscription box that makes members feel part of a select community. A premium coffee subscription service might share stories of how members are connecting with fellow enthusiasts to “coffee talk”. This sense of belonging turns a simple product purchase into a valued experience and fosters a deeper connection with your brand.
3. Reciprocity: Small Gestures Create Big Returns
This email is a perfect example of reciprocity. I’m giving you valuable insights and actionable tips with no strings attached—purely to offer some help. This gesture is about adding value and building trust first. If it resonates, that’s fantastic! My real aim is to make a genuine connection and support you. In return, you might be more inclined to consider my services or share this resource with others. Humans like to do business with those they know, like and trust.
Today’s Step Forward.
Take 5 minutes to update one of your key communications—whether it’s a client email, a pitch deck, or a website headline. Infuse it with an emotional trigger: emotional appeal, sense of belonging, or reciprocity. For instance, if you’re sending a follow-up email to a client, start with an emotional opening related to their goals or challenges before presenting your solution. You could say, “I know how important it is for you to streamline your workflow and reduce stress. Here’s a solution that will not only simplify your tasks but also give you back valuable time to focus on what matters most.”
Onward and upward.
P.S. How are you putting emotional triggers to work in your marketing? Shoot me a reply with what you’re trying, and I’ll be happy to dive in with some personalized tips to help you out.
