Marketing Communications and Emotion


Great marketing tries to appeal to the audience’s emotions. Even though if you can get them to think about things that make them feel happy, longing, or sad, you can also get them to respond to your call to action. In fact, if done correctly, you can elicit those emotions in an audience simply by having them see your brand.

  • Titles – Use emotional trigger words in your titles to pique your audience’s interest. Take advantage of their curiosity or sense of loss. Words like “last chance” or “limited time offer” can and will increase clicks and responses.
  • Headlines – Whether it’s an email marketing message or a blog post, developing creative headlines that don’t confuse but instead pique the reader’s attention is essential. Use attention-grabbing headlines like “8 Ways to Ride a Bike” or “101 Ways to Avoid a Dating Disaster” to entice them to read the article, eBook, or content.
  • Subheaders – A subheader can sometimes help explain what’s inside, entice your audience to read the content, listen to the podcast, or watch the video. You can also consider them taglines. Just a few words to persuade your audience to consume the content will go a long way.
  • Power Words and Phrases – Start creating a swipe file of power words and phrases that you can use to elicit emotional responses from your audience. Words and phrases like “act now,” “bonus,” and “breakthrough” will help you get your audience in the mood to receive your messages.
  • Transitions – Don’t overestimate the significance of transition words in text and speech. With the right transition words, you can put your audience in the mood you want them to be in. Words and phrases like “Listen…”, “Never again,” or “Still not convinced” will go a long way toward helping you explain a concept more thoroughly.
  • Calls to Action – Never, ever forget to include a call to action or two. Your CTA is important because without it, your audience is unlikely to do what you want them to do based on the information you’ve provided. You must instruct them. “Buy now,” “Reserve your space,” and “Click here now to begin your free trial” are all good CTAs, but you should be as specific as possible.
  • Closing Phrases – Another opportunity to pique your audience’s emotions is with closing phrases. You can say things like, “It’s in your hands,” “This is the last day that…”, “You’re moments away from changing your life by…”, and so on. Notice how certain words elicit certain emotions?
  • Postscripts – Never underestimate the impact of a P.S. when writing a letter, sales page, or email. If the audience is still reading instead of acting after you’ve finished, include the P.S. and say something like, “P.S. Your satisfaction is always guaranteed” or “P.S. Act by Friday and you’ll also get the free report,” and so on.

You’ll see an immediate return on investment if you incorporate these trigger words and phrases into your marketing communications. When it comes to using emotion in marketing, you have enormous power.