How to Use Emotions to Increase Sales

Humans will almost always rely on emotions to some extent when making important decisions. Try to think of the few moments you haven’t and compare that to the many times you did. Remember those shoes you knew you didn’t need but bought anyway? Or have you ever tried to convince someone to take your side in an argument using sound logic and reason, only to discover they remained unconvinced – completely illogically?

how to use emotions to increase sales

Emotions will always be a big part in our decision making process, no matter how much we try to deny it. This means that emotions play a big role in driving purchasing behaviors as well. Consumers may think they’re being savvy with brand and price comparisons, when they’re really being controlled by their unconscious urges.

Don’t believe me? Read Harvard professor Gerald Zaltman’s book, “How Customers Think: Essential Insights into the Mind of the Market.” Zaltman states that 95 percent of our purchase decision making takes place in the subconscious mind.

This idea is a great stepping stone for us marketers. We need to master the art of emotionally connecting with our consumers and clients. Especially since it’s an effective tactic we can use to influence a purchasing decision or gain leads.

The only question left now is how to do it. How do we appeal to the buyers’ wants and needs? How do we capitalize on human emotions? Let’s look at some answers.

How to Use Emotions to Increase Sales

Before we give you the rundown on how to capitalize on emotions for your marketing strategy, take note of the four core feelings that you can focus your strategy on: happy, sad, afraid/surprised, and angry.

Now, let’s use these emotions to our advantage. 

1. Impactful Headlines 

Headlines that feature emotions pack a punch. BuzzSumo analyzed millions of headlines and found that emotional phrases were consistently successful on Facebook. Phrases like “make you cry,” “give you goosebumps,” “can’t stop laughing” and “melt your heart” were all among the top performing words.

use emotions to increase sales

Next time you’re writing a headline, try using language that will indicate the emotion your audience will feel.

You may be thinking, this only works on videos of rescued baby goats (and the like).

But what about the emotions your clients feel when you help them with their problem? Say you’re a dentist. Write a case study blog that talks about your client’s pain and the intense relief they felt when you fixed their teeth. Your headline could be, “Heartwarming: Mom of 3 can finally enjoy dinner with her family pain-free.”

Keep in mind that your article doesn’t necessarily have to use the title you post on social media as a heading. WordPress has a social headline option that lets you customize what Facebook users see when you post your article.

2. Make It Funny

We all love a little laugh. Let’s face it, some of the most viral commercials are the funny ones. They bring out positive energy that makes people feel good.

Feel good = more shares and more recognition.

Take this ad for Apple Music:

That ad got over 20 million views. It’s funny and people enjoyed it way more than Apple’s other ads.

You don’t need Taylor Swift and a full video crew to be funny. Play on current events or trends and don’t appear too sell-y. Nothing ruins a good joke more than a not-so-subtle sales pitch.

3. Be Mysterious!

The majority of the people online like it when they stumble upon something with the “wow” factor. They like it when a product evokes their curiosity. It makes people want to know more about a brand and a product.

For example:

This ad went viral because of how mysterious it is. It has that “wow” factor that people are looking for. You wouldn’t think it was an ad for a company that sells ice cream. They went for a horrific dystopian route that most ice cream marketers would go against, and it worked in their favor.

Always remember not to give all of the information away in a single ad or post. No one will reach out to you if they think they know the whole story.

4. Imagery

Pictures paint a thousand words. Different images evoke different emotions in different people. Seeing a picture that elicits an emotion can release hormones that we have no control over.

For example:

As Johnson’s knows, studies show that including pictures of babies or cute animals call on our primal instincts to care for them. The high quality and powerful image, clear message, and connection to the product make this a compelling ad.

How to Use Images to Evoke Emotions and Increase Sales

Always try to make your customers feel good. We already know that emotions dictate most of our purchases, so why not elicit happy ones?

The right image can have a huge impact on your sales. Always keep that in mind when choosing pictures you want to use for your brand. People want to feel good when they’re spending their money – do them (and yourself) a favor and make them feel happy when they’re done purchasing.

Always try to convey a good message, consumers also like it when they connect with a brand or when a brand’s beliefs align with their own.

For example:

Look at that old McDonald’s ad, don’t you feel happy looking at it? It connects McDonald’s food with happy family memories, smiles, and nostalgia. It makes you think that getting a cheeseburger from McDonald’s will bring you joy. The image showcases the product and makes you feel happy as well.

In Conclusion..

Never overlook emotion when you create marketing or advertising material. If you can evoke an emotion in a person (or a lot of people), you will be rewarded with more clicks, more engagement, more shares, and more sales. Your target market is unique and it will take some tweaking to appeal to their emotions in the most effective way, but if you do, the results will be worth it!