Making an Emotional Connection
Marketing efforts that make an emotional connection can be one of the most effective ways to capture consumer attention and leave a lasting impression. Do you remember the movie “Old Yeller?” Of course, you do. And you also know why you’ll never forget watching the film. A boy and his dog. Love and loss. Life and death. These are all very real themes that every one of us can relate to in some way. And when we see these experiences unfold in front of us, we can’t help but internalize them. This is why making an emotional connection can be an effective marketing tactic.
What Makes Emotional Marketing So Powerful?
Content aimed at eliciting an emotional reaction – be it sadness, happiness, fear, anger, nostalgia, etc. – can inspire people to act. Often, the more impactful the content, the more significant the action. We see this play out all the time on social media every time someone shares a meme, story, or video. Whether the content is funny, political, sad, or motivational in nature, it impacted that person enough that they wanted to share it with friends and family. If they hear a song or watch a show that hits close to home, they buy the album or binge-watch the series. The point is, they take action.
Connecting Through Content
Consumers favor content that connects with them on an emotional level. It gives them a reason to remember your brand, follow your social media channels and, hopefully, pick up the phone. All of these are forms of engagement that can ultimately lead to you shaking hands with a new client.
Insure Your Love
Look back at 2019’s “Insure Your Love” campaign ad (video below). It’s easy to see why and how this type of content can be such an effective vehicle to promote the importance of life insurance. It puts us in front of a very real, and likely familiar, scenario. The endearing parent/child moment draws us in before the heartbreaking surprise at the end. The emotional reaction is genuine, the impression left is long-lasting, and the message is powerful enough to inspire action.
While the “Insure Your Love” campaign is exclusive to February – and Life Happens has already rolled out its 2020 campaign – the concept is evergreen. So, next time you’re brainstorming for your next marketing effort, think about those things that would inspire action on your behalf. Chances are that your prospects feel the same way.