It is much more difficult to work with such emotions, because the consumer reaction may not be entirely predictable – this is exactly what many marketers are afraid of.
Greed
The classic of the genre is to play on the feeling of greed, the desire to save money. This is done by launching various promotions, discounts, sales, etc.
Positive and Negative Emotions in Marketing
It is important to show that india email list the person is making a truly profitable purchase. It is necessary to highlight the new price of the product against the background of the old cost, to indicate how much money can be saved. For example: "This TV cost 35,000 rubles, and you have the opportunity to buy it for only 22,000! Think about it, you are saving as much as 13,000 rubles!"
Of course, any promotion should be economically feasible. When organizing a sale, you need to act for the benefit of the company, not to its detriment.
Fear
Fear is one of the most powerful human emotions. It can be used in marketing in many ways.
- Each person has their own fears. Some of them unite entire groups of people. For example, a rare woman is not afraid of old age and wrinkles. In anti-aging cosmetics advertising, this emotion is played on all the time. Here you can also connect the development of other emotions - for example, joy, gratitude, etc. The text of the advertisement can be like this: "use our cream and stay young." Simple, primitive, without a catch. Or you can say it differently: "love yourself and your body, take care of yourself, and your skin will thank you." Agree, the message is one, but the form is more subtle.
- Fear of diseases allows manufacturers of medicines and dietary supplements to earn huge amounts of money. Each person has their own trigger disease, and there is always an effective medicine for it. Despite the fact that the impact through fear in this particular case has been carried out for many years, this method has not lost its relevance to this day, since the emotion of fear is truly strong.
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- Fear of losing money motivates people to use banking products, buy safes and install alarms. Of course, in conditions of huge competition, even when working with fear, you need to skillfully use other tools: offer discounts, organize promotions, etc.
- Fear of not buying what the majority has already bought, especially at a bargain price. But it's not just fear, other emotions come into play: the unwillingness to be a loser, the desire to save money, and envy of those who have managed to. You can scare the audience with dire consequences that threaten those who haven't bought the product (oddly enough, this is an effective technique).
When using the emotion of fear, you need to remember about moderation - it is important not to overdo it, not to overdo it.
Envy
People envy those who bought something super popular and are upset that they themselves do not have it. Emotional marketing actively uses this human emotion.
To do this correctly, you should focus on the happiness of people who made the purchase, the comfort they feel. It is important to demonstrate the advantages of the product that make it so valuable. Of course, not every product can be advertised from a position of envy. It must be really expensive and hard to get (remember the new Apple products that fans of the brand hunted for).
Shame
Shame can be attributed to one of the most unpleasant feelings that you want to get rid of as soon as possible. In relation to business, it can be used in the same way as others, only the motivation of potential buyers in this case will be different: everyone has it, except me, what a shame, I need to buy it urgently!
The same iPhones, which we indirectly mentioned above, fall into this category. People buy new models en masse not because their old smartphone broke or cannot perform important functions, but because all their friends/bloggers/acquaintances bought them and it is somehow awkward and even embarrassing to walk around with an outdated model.
In marketing, the use of the emotion of shame occurs directly, without any attempt at compensation: "What? You don't have this thing yet?! Look, everyone has already bought it and is happy!" The emphasis should be on words such as "shame", "mistake", "regret", etc.