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Emotion in Online Advertising


Advertising is not just the art of selling a product through various media. It is also the art of making people want to buy your product. Keeping this in mind, advertisers need to find ways of connecting with their customers on an emotional level and sell them their product as well. For advertising to be successful, it needs to be able to highlight the benefits of your product for the potential customer, and do that in a memorable way that gets past their defenses and makes them almost desperate to buy your product so they don’t miss out on something that will make their lives better.

Keeping this in mind, advertisers need to find ways of connecting with their customers on an emotional level and sell them their product as well. If you are looking for some effective tips for creating an emotional connection with your audience through your advertising campaign, read on for useful advice.

Tap into aspirations and desires

We all have aspirations and desires, both in our personal and professional lives. Your advertising can tap into these and connect with your audience on an emotional level by showing the advantages of your product in helping them to achieve their goals. If you are selling a product that helps people achieve something important to them, such as a drug that helps people with diabetes manage their condition or a device that lets people with disabilities have more control over their lives, tapping into these aspirations and desires can help you to connect with your audience on an emotional level.

Don’t be afraid to be emotional

One of the best ways to connect with your audience on an emotional level is to be genuine in your ads. If you are selling something that you care deeply about, that can help you to convey your passion and make people care about your product, as well as yourself. You don’t have to be cheesy or melodramatic to do this, but rather be genuine in your words and your expressions. If you are passionate about what you do or about your product, that will come through in your online advertising campaign. Your potential customers will see this and be more likely to trust your product and buy it.

Be real

If you are pretending to be something you’re not just to sell your product, the people you’re targeting will notice and have no choice but to disregard your tactics. If your product really does do everything you say it does, and you genuinely believe in it, that will come through in your advertising. Your potential customers will pick up on this and feel a connection to you that makes them trust you and want to buy your product.

Have a strong point of view

If you can convey a clear and strong point of view in your advertising that people can connect to, you will have a much better chance of getting your message across. A strong point of view is typically a controversial or provocative one that people will either love or hate. For example, a political campaign might take a strong anti-immigration or pro-immigration stance. You don’t necessarily have to go that far, but you do want to be clear about the position you’re taking so that people know what to expect from your online advertising campaign.

Use humour

Using humour in your advertising can be a great way to connect with your audience. If done well, it can help your potential customers to relax a bit and see that your product is not a serious thing, but rather something to be enjoyed and appreciated for what it is. Using humour also makes it easier to get your point across and to show the advantages of your product. For example, if you are selling soft drinks and want to show that they are more refreshing than others, you can make fun of other drinks and the way people drink them to show that your product is superior. Likewise, if you are selling a cleaning product, poking fun at the way people clean can help you to show that your product is better at the job than they are.

Building an emotional connection with your audience is important for your online advertising campaign. If you can connect on an emotional level with your audience, you are more likely to get them to buy your product. To do this, be genuine, have a strong point of view, use humour, tap into aspirations and desires, and don’t be afraid to be emotional.





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