Emotions affect every part of our lives. From our friendships to what we eat and what we buy, everything is affected by emotions – whether we realize them or not. Even those people you might think are not emotional, are triggered by something! So, if you want to be serious about marketing, you have to understand how to evoke emotions in your audience that encourages customer loyalty as well as purchasing. In fact, emotions are often more important than other factors when consumers make decisions. Have you ever made a spur of the moment purchase, and later wondered why you did? You know those 4 am infomercial purchases, those were made do to emotions.

  •  Understand What Your Brand Is – Your brand is a mental and emotional representation of your products and services. When a consumer thinks of your brand and you’ve done your job by branding your business, they will feel an emotional attachment and loyalty toward your version of the product or service. That connection they feel is what creates a relationship of sorts, and their desire to work with or buy from you. This is true even if the competition offers exactly the same thing that you do and your price is higher, their loyalty and emotions keep them with you.
  •  Benefits over Features – One thing that elicits emotions in a person is learning about the benefits of a product or service. We all are looking for that thing that will make our lives better. The product to help us have more free time, be healthier, make more money, the list is endless. Consumers don’t care about attributes, features or facts; they care more about what the product or service does for them.
  • Experiences Matter – One thing that affects emotions exponentially, and by extension customer loyalty, is the experience. We most clearly remember the really great and really horrible things that happen to us. That being the case, if you can ensure that every customer has a great experience no matter where they are within the product funnel, then you can ensure good emotions that encourage loyalty which they’ll share with others. Sharing is positively golden in the marketing world, as long as it was a GOOD experience!
  • Emotions and Reason – At first glance, you may feel as if emotion and reason don’t work together. However, the truth is that if you can combine emotional cues with reason, you’ll affect your customers’ loyalty at a much higher rate. The emotions require you to use triggers, but reason requires you not to exaggerate or lie. In the long run, exaggerating your offer will only damage the customer loyalty you are working so hard to nurture.
  • Emotions Build Trust – When you know exactly the words to use and the experiences to offer your audience, you will build a trust factor that cannot be broken. People tend to look back on their experiences with a brand and judge future potential outcomes based on those experiences. Seek to provide awesome experiences and the trust you build will grow your business exponentially.
  • Share Your Mission – Consumers love businesses that have a mission outside of the bottom line, something you have a passion for. For example, connect your business to a charity that your audience would enjoy being part of. Demonstrate what things and causes matter to you, this will cause your audience to become emotionally attached to you, building a strong connection through shared interests and goals.
  • Engagement Builds Community – Another way to encourage customer loyalty is to make your customer feel as if they’re part of a community. Having a connection with like-minded people and the emotions they develop being part of a close-knit community will also translate into them being loyal to your brand. Actively engage with your customers by creating a Facebook group or message board and keep discussions going.
  • Make Your Customers Feel Special – Work to build relationships with your customers individually and as a group. Find ways to make them feel special by offering consumer loyalty discounts, specials, freebies, and other offers. Don’t just make all the great offers for new customers, the loyal customer is the one that sustains your business.

Remember to treat your customers generously and look at them as human beings, not as just being another sale. Customers can tell if they’re not being treated well and will go elsewhere – no matter how good the value you offer is. That’s because emotions and loyalty go hand in hand.

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