Do you understand what the basic human emotions are and how to tap into them based on the way the human brain works?
Once you do marketing to build the relationship becomes much more clear and people will truly love your brand!
There are 8 basic human emotions that we can tap into when marketing to build the relationship with consumers:
1. Fear
Marketing to peoples fear is generally a shady tactic used by marketers trying to trick you into buying their products. People will generally make quick decisions when a fear is represented, but will also be quick to cancel or return their purchase due to in the moment buyers remorse
2. Anger
Anger is a powerful emotion and is one of the key elements to getting people outraged enough to share something to spread the word or to add their thoughts to whatever it is that made them angry.
Your brand should never work to make people angry because that creates the perception that your brand produces content that builds anger in people and people will always remember and associate this with your brand.
3. Sadness
Sadness is an emotion that hits people deep inside and makes them feel sad themselves. With this in mind dipping into this emotional pathway needs to be based on something that is sad in the world, but that your brand is involved in fixing.
You can really pull out a lot of brand goodwill by focusing on fixing something that is not right in the world or showcasing how you're making a difference
4. Joy
Joy is an emotion that gets people excited, it builds long term trust with your brand and helps people to feel comfortable and connect with your brand.
If you focus on Joy or making people happy as one of the core tenants of your content and branding strategy people will associate positively with your brand and remember that it made them feel great
5. Disgust
Disgust is often associated with tragedy in the world, politics and is an emotion that makes people shocked at first and then often angry.
Generally in relationship based marketing disgust will get people to share your content, but it does not build goodwill toward your brand and will negatively affect your brand in the long run.
6. Anticipation
This is an emotion that you can use to dip into peoples curiosity with your content. You can use surprise to get people excited for what's to come and what to expect in the future.
Maybe you have a mini series you put out and you always leave a cliff hanger at the end for people to wonder what could happen next. This is a great emotional pathway to dip into and you can use this emotion to build excitement over a new product release or when releasing anything new. If the consumer is excited they will line up to pre purchase what you're selling. If they are not they will not care when it's released.
7. Surprise
This is an emotion that is often capitalized by using sales and deals to peak the consumers interest into going into your business or shopping with you online.
I would recommend to not use scheduled sales and deals as you will train the consumer to wait for those times to purchase your products and consumers get addicted to discounts! Instead use surprise as an element to build excitement around your content, do things that are consistent with your brand but that people are not expecting. If you keep the consumer on their toes you will always have an engaging and exciting brand!
8. Trust
In my opinion this is the biggest reason people care about your brand. It is the reason they follow you, continue to purchase your products and rave to their friends about what you offer.
Trust takes a lot of time and effort to build, but when you get it it creates a bond with the consumer to where they don't have to think twice about what you offer, it makes sales easy and makes your brand a good brand in the eye of the consumer.
Trust takes time to build, requires nurturing the people you serve and actually caring about them from the beginning to the and and back to the beginning of the customer lifecycle.
Build trust through motivating, educating and funny content or what I call my three pillars to great content