Fear and surprise

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The main objective of your marketing strategy must be to convey that your customers are happy and smiling.

The search for happiness is an endless race that most of us find ourselves in, and that is why it is the easiest emotion to appeal to when brands advertise.

Promises like: "with this product you will be the happiest person in the world" are easy to find, or they can be made using a sense of humor, as in the video I'm using as an example.

But be careful, although positivism increases brand engagement, it does not mean that you have to focus all your messages on happiness.

Furthermore, since almost everyone seeks this feeling, what sometimes happens is that the user gets used to it and no longer responds as well, that is, we do not push them to make the purchase or to the reaction that we want to occur.

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On the other hand, surely something has happened to you at some point that made you incredibly happy and when you tried to reproduce it again, it was not the same.

Like the feeling of being a mother/father for the first time, it is a joy that cannot be reproduced or the first time you did a specific thing, because the next times will not feel the same.

Something similar happens in marketing.

You have to create new actions, ideas and strategies that lead to the happiness of your audience, so that they continue to transmit happiness or joy.

2.- Sadness
Although all brands aim to make their customers happy, we cannot focus only on happiness when developing our marketing strategy.

The rest of the emotions are vital to creating dynamism and being able to tell stories.

Different feelings and emotions promote different results.

More and more brands are opting to create ads with moving content.

As an example, look at the recently launched and tough traffic campaign, where they ask you, in a traffic accident, who would you rather be, who lives or who dies?

In this way, they aim to make the user aware of the consequences of reckless driving.

The goal is to make us feel the sadness of what would happen both if we survived the accident and if we were to leave forever.

Sad and harsh images that move and impact the viewer so that they receive the message from the General Directorate of Traffic.

Usually, campaigns with sad stories have a touching ending and that makes people remember the brand.

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3.- Belonging to the group
People feel safer and more comfortable when they belong to a group.

Feeling like you are part of a group that shares something in common usually generates satisfaction.

The sense of belonging gives us the confidence and peace of mind of knowing that the rest of the members support us and the same goes for the brands.

A brand strategy can be based on creating a strong sense of belonging to that brand and making customers feel proud to be part of it.

Nike is a clear example of this brand strategy, given that emotional branding is what it has done over the years.

Nike never focuses on selling its sportswear, but instead invests in marketing campaigns with big sports stars, promoting the idea that everyone can be an elite athlete.

4.-
Fear is an essential part of a survival instinct and using it for marketing strategies can be controversial.

Among the countless businesses and products/services like yours, one way to stand out is by creating this feeling that not all brands dare to do.

Ideally, you want to get your audience's attention without creating discomfort, but the more you get their attention, the better results you'll get.

Working with fear in marketing is much more complex than other emotions, but if done well, it is more effective and generates more clicks than positive ads.

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5.- Anger and disgust
Within emotional marketing strategies, using feelings of anger or disgust can be a bit risky if email list australia not done correctly.

Most companies tend to believe that it is better not to use anger or disgust for creating their campaigns, because they think that a negative emotion can create negative impacts.

We get upset when we see injustice, when we see insults and disrespect, or when we see people suffering and we feel powerless to do anything about it.

In the ad for Procter & Gamble's Always "Like a Girl" pad brand campaign, which asked the question "How do girls cum?", they used a well-known insult to women to get the user's attention and really managed to provoke a strong reaction.