The Importance of Emotional Marketing to Capture The Attention of Customers

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For a long time, marketers have been on an endless quest to understand what it takes to capture the attention of customers.

Over the years, they’ve accumulated data through studies, observations, and personal experience, in order to comprehend, refine, and implement the processes of creating messages that hook people.

Wondering what they found out?

In this article, we’ll show you the ‘secret’ of marketing that top-performing companies are using to get customers and to make them keep coming back.

It’s called Emotional Marketing. And once you learn to implement it in your marketing campaigns effectively, you’ll see a greater impact on the loyalty and behavior of your customers.

Let’s get started!

What is Emotional Marketing

According to Hubspot, emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. 

Emotional marketing basically consists of instilling emotions in your customers – to make them do what’s best for your business.

For example, an advertisement that shows images of the pain and hardship experienced by people living in extreme poverty in order to get donations is using emotional marketing. The ads are provoking emotions such as sadness to make viewers donate.

You can also find great examples of emotional marketing by taking a close look at TV or youtube ads. You’ll quickly notice that most if not all advertisements provoke one or more emotions that encourage purchasing actions.

Why? Because of the following principle:

Emotions are one of the primary drivers of action. Most of what we humans do is to either attain positive emotions or avoid negative ones. 

Marketers know this, and they know how to take advantage of this fundamental truth. Interestingly, taking advantage of emotions is such a common practice that you can find examples of emotional marketing even in this blog post!

For example, if you take a look at the introduction, you’ll see how I instill a bit of curiosity by using words such as ‘secret’, by promising very valuable information (“the secret that top-performing companies are using to get customers”), and by letting you know that the information in this article has the potential to turn around your business.

Even if you didn’t notice, chances are that you felt a bit of curiosity and anticipation. No wonder you’re still reading ;).

Now that you have a better idea of what emotional marketing is, here’s a short list with some of the most common emotions used in emotional marketing.

Emotional Marketing Emotions


Creating content that produces happiness is a good way to get shares and increased brand awareness. When people feel happy, it’s natural to want to share that happiness with others. That means that if your content can produce strong feelings of happiness, it will more likely be shared.

Unsurprisingly, there’s data to back up these claims – findings have revealed that positive content is more likely to become viral than negative content.


One of the best emotions for marketing is belonging. If effectively provoked, it can cause customers to behave like raving fans. Customers that behave in this way are incredibly valuable. They will trust you and your products so much that they’re much less likely to hesitate when making a purchase, and they’ll find out quickly if you have a new product on the shelves.

A great example of a brand that has done well instilling belonging is Apple. It’s so common for Apple customers’ to feel belonging and behave like fans, that it wouldn’t surprise us if you’ve heard the term “Apple fanboy.”

Everybody wants to be part of something, whether it’s a family, clan, club, or group. If your brand and content can create that feeling, you’re on your way to marketing success.


Curiosity helps us to retrieve information and learn about the world. When we’re curious, we’re driven to do what’s necessary to find out more about what we’re curious about.

As one of the most abused emotions in marketing, it’s in your best interest to master the art of provoking curiosity.

To provoke this emotion, surprise readers with unexpected information, and make them think that they’ll find something new if they go through your content. If you do it properly, the desire to keep consuming your content will be so strong it’ll be hard to resist.