The Surprising Role of Emotion in the Buying Process: How to Persuade 95% of Consumers to Buy

People want to feel like this when purchasing — emotional buying experiences work. (Source: Shane Allen)

Marketing is all about convincing people to purchase a product or service. While it is commonly thought that buying decisions are based on logical factors such as cost and quality, research has shown that emotions actually play a much larger role in the decision-making process. It is estimated that as much as 95% of buying decisions are influenced by emotions. Therefore, using marketing strategies that evoke emotion can be crucial for persuading people to buy.

Here are some tips for using emotion in marketing:

1. Identify the emotions that are most relevant to your product or service: Different products and services can evoke different emotions. For example, a luxury car might give the impression of success and status, while a home security system might evoke feelings of safety and security. Understanding the emotions that are most closely linked to your product or service can help you create marketing campaigns that are more effective at persuading the target audience. To identify relevant emotions, consider the needs and desires of your target audience and how your product or service meets those needs and desires. You can also consider the benefits and features of your product or service and how they might evoke certain emotions in the target audience.
2. Use storytelling to create an emotional connection: People naturally enjoy stories, and using storytelling techniques in your marketing campaigns can help to create an emotional connection with the audience. By sharing stories about how your product or service has positively impacted the lives of real people, you can create an emotional connection that goes beyond the features and benefits of the product. To create a compelling story, consider using a clear structure with a beginning, middle, and end, and include specific details that make the story relatable and believable. You can also consider using storytelling to highlight the unique aspects of your product or service and how they have made a positive difference in the lives of customers.
3. Use powerful imagery and language: The use of powerful imagery and language can help to create an emotional response in the target audience. For example, using images of people using your product in happy or positive situations can help to evoke feelings of happiness and joy, while using language that evokes fear or anxiety can help to persuade people to buy a product or service that offers protection or security. To create powerful imagery and language, consider the emotions that you want to evoke and choose images and words that will effectively convey those emotions. You can also consider using color psychology to choose colors that will evoke certain emotions in the target audience.
4. Appeal to the values and beliefs of the target audience: People often make purchasing decisions based on their values and beliefs. By aligning your marketing campaigns with the values and beliefs of the target audience, you can create an emotional connection that goes beyond the product itself. For example, if your target audience values environmental sustainability, you can create marketing campaigns that highlight the eco-friendly features of your product. To appeal to the values and beliefs of the target audience, consider their core values and beliefs and how your product or service aligns with those values and beliefs. You can also consider using language and imagery that speaks to the values and beliefs of the target audience and showcases how your product or service aligns with those values and beliefs.

In addition to these tips, there are also a few general principles to keep in mind when using emotion in marketing. First, it is important to be authentic and genuine in your marketing efforts. People are more likely to respond to marketing campaigns that feel authentic and genuine, so be sure to avoid using manipulative or insincere tactics. Second, it is important to be sensitive to the emotions of the target audience and to avoid triggering negative emotions. While evoking certain emotions can be effective for persuading people to buy, it is important to do so in a way that is respectful and considerate of the target audience.

In conclusion, using marketing strategies that evoke emotion can be crucial for persuading people to buy a product or service. By identifying the emotions that are most relevant to your product or service, using storytelling to create an emotional connection, using powerful imagery and language, and appealing to the values and beliefs of the target audience, you can create marketing campaigns that are more effective at persuading the target audience to make a purchase. By recognizing the role that emotions play in the buying process, marketers can create marketing campaigns that are more effective at persuading people to buy. Just be sure to be authentic and genuine in your marketing efforts, and be sensitive to the emotions of the target audience to avoid triggering negative emotions.

About the author: Shane Allen is an accomplished entrepreneur and marketer currently serving as the Director of Marketing at PickNik, a company that specializes in developing software for robotics both on Earth and in space. With a Bachelor’s degree in Industrial Design and a background in mechanical engineering and business, Shane brings a unique perspective to his role as a marketer.

He has successfully raised six large rounds of investment for his inventions as a CEO, has multiple patents to his name, and won multiple pitching events worldwide. His expertise in both marketing and product design has helped him to create innovative campaigns that drive growth and results for the teams he’s involved with.

When he’s not working, Shane can be found exploring the beautiful trails and mountains of Boulder, CO with his golden retriever Bandit. He is also an active member of the local startup community and is passionate about helping other entrepreneurs achieve success.