How Emotion Drives Customer Action

Believe it or not, startup marketing isn’t always about quantitative metrics and growth hacking. It’s about making a connection with your customer and driving their actions through emotion.

We’re all can identify with stories that connect us to people and ideas as well as places and products.  These stories help justify the money we spend and the brands we buy, by replacing promotion with engagement.

The digital media landscape has helped level the field for smart startup marketers who can tell their stories with similar impact as much larger competitors.

Utilizing creative and emotion in marketing strategies can help any size company drive product awareness and generate vast consumer interest in real-time. The digital platforms have begun to replace traditional advertising that larger companies with big budgets monopolized.

A lot of companies know what they do and can communicate that but few companies can tell you why it matters in a meaningful and emotional way. Getting that emotional response from consumers can lead them to see value and make a decision to buy. But, more often than not, strategists say startups get hung up on tactics rather than creating intentional emotions to use to their advantage like excitement, happiness or contentment.

By telling a story, startups can connect more easily and create more opportunities for engagement.

Emotion vs. Data

Despite the clamor around growth hacking, most keen marketers understand consumers are more experience-driven and they’ll have to begin thinking more about customer motivations and emotions.

The most beloved brands build their businesses around powerful and passionate marketing that isn’t typical.  They make consumers feel something whether its fear or gratification even guilt or envy.  It can run the whole spectrum of emotions that can trigger a response and help a consumer make that important connection with the brand.

Science and emotions

Psychologists say there are at least eight basic emotions that guide behavior. They include everything from joy, trust, fear and surprise to sadness, anger, anticipation and trust. These emotions can over time help establish a connection to a brand that goes beyond normal engagement.

The key is determining what emotions to target and how best to get them that will yield the best results. Research suggests that intrigue and mystery can lead to curiosity and perhaps better click-through rates in emails.  Desire can help with imagery on websites and urgency or fear can evoke feelings of missing out and perhaps trigger a purchase.

There’s no question emotions drive the decisions people make and tend to create greater impulses with how they engage a brand. Marketers can take full advantage by not only looking at the metrics and where the drop offs occur, but also looking at the emotions at play during each part of the decision process with greater detail.

Companies need to include human emotion across all marketing channels. For startups, it can be even of greater importance as they need to build important loyalty from the start.



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