Why do you need to get emotional with you
Brain-damaged patients left devoid of
emotion, struggle to make the most
The ability to make analysis of cost and
benefit is maintained but without emotions
they just don’t know what to choose.
Emotions allow you to mark things as good,
bad or indifferent and this forms the basis
of the decisions you make.
Emotions are so powerful they can motivate
you to kill.
Trolley problem 1
A runaway trolley is heading down the
tracks toward five people who will all be
killed unless you pull a lever to divert the
trolley onto another track that will only
kill one person.
What do you choose?
A runaway trolley is heading down the tracks
toward five people who will all be killed unless
you kill a stranger by pushing him onto the
track to stop the trolley.
What do you choose?
Most people choose not to push the
stranger. This is partly because we feel
it is wrong to use other people as a
means to an end especially if it involves
Trolley problem 3
A runaway trolley is heading down the
tracks toward five little children who will
all be killed unless you push a deranged
psychopath onto the track to stop the
What do you choose?
I’ll let you decide.
Changing people’s emotional experience
changes their behaviour.
The stronger the experience of Emotion
the more likely it is people will react to
Emotions can be triggered with:
• Powerful copy
• Effective visuals
• Persuasive videos
• Compelling offers
• Engaging stories
• Riveting audio
• Fun events
1. Make them feel they’re missing out
People feel more compelled to do something if
they think they might be missing out on
This is especially true if lots of people are
into something cool, or does something that
make them more successful, and they’re the
only wet blanket on the planet that isn’t
Tell them about the success others
are experiencing with your product
Create spaces that are exclusive to
clients or subscribers.
2. Create a sense of excitement
Marketing content that looks and feels
exciting suggest to people that there might
be something rewarding on offer here. It
also puts people in a positive frame of mind
that makes them more likely to act on
In today’s cluttered world exciting content is
also more distinctive, attention grabbing,
engaging and memorable.
Make your content colourful, use
diagonal lines, be vibrant, suggest
action, include happy faces.
Offer or announce something new,
spectacular or amazing
Share exciting events from within the
3. Create a sense of curiosity.
Curiosity is that gap you create between
what someone wants to know and the answer
you’ve got for them. Sometimes you need to
make people aware of what it is they would
like to know.
And as knowledge about how big an impact
your product of service might have on their
lives increases so their curiosity increases.
Ask a potent question and put the
answer behind a button click
E.g. What is the biggest mistake
you make over and over again? It’s
not what you think it is. Click here
to find out.
Tell them enough to spark their
curiosity but not so much that you
give your story away.
4. Make them laugh!
A touch of humour can make a brand stand out from the
crowd, add a dash of personality and character and
make the brand more distinctive and human and
In an effort to present our brand as professional and
serious we sometimes forget that we are communicating
with other human beings. People respond well to humour.
Humour is the one thing that still consistently gets
through the attention barriers. Humour makes us feel
Share cartoons, jokes, funny images or
Poke fun at yourself (and become more
Think like a marketer and act like a
5. Add some Feel good factor!
Research shows that positive posts are
shared more often than negative ones.
Positive statements, happy faces, bright
colours all contribute to a sense that there’s
a lot to be grateful for and that life is good.
By sharing positive content people will
associate your brand with the sense of feel-
good and they will be more inclined to want
to work with you or buy from you.
Share positive quotes.
Share your successes and the successes
of your customers
Be human, share your stories, especially
those where you finally win
6. Create a sense of relief!
We have a lot of stress, worries and
challenges in our daily lives so we’re always
on the lookout for practical solutions. If you
can show people the real impact of the pain
they’re experiencing, preferably visually in
the form of a video, then the solution you
offer will deliver a deep sense of relief. The
more you can get people to connect to the
pain the bigger the sense of relief will be
that there’s an answer to their problem and
you’ve got it.
Frame your product or service message
as a solution to a clear and present
Focus on how your solution will change
Make sure access to the solution is as
effortless as possible.
7. The Fear of loss.
The fear of loss is more powerful than the
hope for gain. People would much rather
save something they’ve already got, than go
after something they want.
In marketing, for example, you’ve got two
important objectives; get more traffic and
convert as many of them into sales. But what
if your ideal client visited your website
yesterday and they simply weren’t convincing
by what they experienced? You’ve lost them
and the thought of this feels awful.
Find the hole in the customer’s bucket
that your product or service will plug.
Highlight the implications of what their
loss mean for them personally.
Use words like “don’t”, “stop and “avoid”
It’s OK, be dramatic.
8. Utilise uncertainty.
One of the key principles of success is to
know where you’re going and what to expect
when you get there. Uncertainty in a time of
constant change motivates us to find
By highlighting areas of common uncertainty
in you industry you draw attention and can
then set yourself up to provide insightful and
useful information to those who are searching
Use the uncertainty that is naturally
present in people’s mind to inspire them
to take action.
9. A sense of urgency.
With so much on our plates we constantly
move what we are able to give attention to
up and down our priority list. Anything that
can be postponed to later is moved down that
list where it risks the chance of being
So if you want to increase the likelihood of
people responding to your message you should
create a sense of urgency.
Present a limited offer
Create a limited time offer
10. Surprise people.
The unexpected make us pay attention.
We immediately want to know if this new
event or information holds a threat or a
It takes creative thinking to come up
with something unexpected.
Think about what you do in a different
See if you can combine two things that
don’t usually go together
Anger forces us to take bold action.
Anger is one of those emotions that you
shouldn’t overuse because it takes a lot
of energy. But if it is mixed in sparingly
with all the other emotions it can be
very effective. What should you get
people to be angry with? Anything that
someone consistently does and that isn’t
getting resolved that causes problems
for themselves or someone else is a good
Make people want to reverse an injustice
and right a wrong
Use very emotive words and visuals
Shocking statistics will help your case
We get so bogged down in our everyday
tasks that everything becomes just
taking one step after another. By
helping people see the bigger picture or
dream more boldly or see possibilities
they have not imagined yet you will
inject a strong sense of hope and
aspiration into them.
Through well crafted words, effective
visuals or the power of video you can
take them on a 2-3 minute journey that
leave them with a sense of “ah yes,
that’s where I want to be” or “that’s
what I want”
Highlight the possibilities
Focus on what success looks like
Understanding where your customers
aspire to go next, and figuring out how
you can help them get there.
Emotional marketing is not about focussing on
a single emotion but using emotions like
an artist’s palette to make your content
more colourful, engaging and memorable.
There will always be emotional responses to
You need to be in control of them so
they can result in positive action.
Find out about the persuasive power of animated videos at: