Emotion Marketing

Of all the powerful weapons you have in your marketing arsenal, emotion is the most effective of all. What do I mean?


Your marketing must speak directly to the heart of your prospective customers. You must directly target your message… not to your prospect’s brain, but rather to his or her heart.

We human beings tend to be self-centered. Always thinking about ourselves. And by “thinking”, I mean “emoting”.

It might be more accurate to say we are always “feeling” about ourselves.

If, as a marketer, you know your prospects well enough to understand what they are feeling, and you can speak directly to their emotional selves, your marketing will be vastly more effective.

Question for you: how do you employ emotion in your current marketing?

Please note: I reserve the right to delete comments that are offensive or off-topic.

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5 thoughts on “Emotion Marketing

  1. This hits the nail on the head for what the intent behind Ministry Foundation Solutions is all about. By winning hearts, the mind will follow. Whether it’s conversions of sales or conversions of souls, you have to speak to the heart first and not the brain. The heart, using our emotions as a guide, becomes the translator of our brain.

  2. Ray,
    I use storytelling to bring emotion into my marketing. Whether I am sharing that I was a classroom teacher for twenty years or that I am a cancer survivor, people from around the world tell me they can relate to my story. Is this what you mean here?
    Connie Ragen Green

    • That is one way to use storytelling quite powerfully. Another way is to use stories that emotionally illustrate an intellectual point. For instance, Jesus instructed his followers that they needed to build their life on solid principles. But he did so by telling a story about two men. One man, the foolish man, built his house on shifting sand. The other, a wise man, built his house on a rock. When the storm came, the house built on sand was destroyed. The house built on the rock withstood the storm.

  3. Reminded me of a note that when I see a picture with me in a group – I always look for me first! The heart IS the critical path to gain permission from our clients.