The Power of Emotion in Ads: How To Drive Action Through Emotional Triggers

Getting people to buy isn’t rational. It's about creating a feeling, a connection with your audience as quickly as possible so they don’t scroll past and make a decision to engage further.

Using an emotional trigger can be the key to a successful ad. From quality and convenience to excitement and altruism, the emotions you evoke in your customers play a crucial role in building brand loyalty and trust, as well as driving action.

Read on we'll explore the 16 emotions that your eCommerce brand can harness to create strong brand associations and drive more action on your ads.

1.Fear

Fear: Fear of missing out (FOMO), fear of loss, or fear of consequences can prompt quick action. Phrases like "Limited time offer" or "Act now before it's too late" are effective in creating a sense of urgency.

2. Frustration

Understand the pain points and challenges your audience is experiencing and offer a solution that can relieve their frustration and provide a way forward. This trigger can prompt action by addressing their immediate concerns and needs.

3. Ease

Convenience is a commodity. Brands that make life easier for their customers earn loyalty. Amazon, with its one-click shopping and fast delivery, is a prime example of a brand that thrives on convenience. Simplicity is a virtue, and brands that offer a seamless and easy experience for their customers can forge strong emotional connections. Think of brands like Uber, which revolutionized the taxi industry with its easy-to-use app.

4. Trust

Use trust-building elements like guarantees, certifications, or endorsements to make consumers feel secure in taking action. Phrases like "Satisfaction guaranteed" or "As seen on..." instill trust. Building trust is an ongoing process, and companies like Google have made it a central part of their branding strategy.

5. "Cool"

Creating a "cool" image around your brand can be a powerful way to connect with younger and trendier audiences. Companies like Nike have successfully harnessed the concept of coolness to build their brand. This maps back to a deeper human need to be accepted and part of their tribe.

6. Excitement

Creating anticipation and excitement around your product or service can motivate people to take action. Use words like "New," "Revolutionary," or "Sensational" to generate excitement.

7. Connection

Building connections between your brand and your customers can be incredibly impactful. Social media platforms like Facebook have mastered the art of connecting people and fostering a sense of community. Human beings have a natural desire to belong. Use phrases that make people feel like they're part of an exclusive group or community, such as "Join our family of satisfied customers" or "Be a part of the elite."

8. Prestige/Status

Some customers are drawn to brands that exude prestige and status. Luxury brands like Rolex or Mercedes-Benz capitalize on the desire for status, making their products aspirational.

9. Curiosity

Sparking curiosity by presenting a compelling mystery or unanswered question can encourage people to take action to find out more. Use headlines like "The secret to..." or "What's the hidden truth about..."

11. Pride and Belonging

Brands that make their customers feel proud to be associated with them can create a sense of identity and belonging. Coca-Cola, with its iconic "Share a Coke" campaign, encourages people to take pride in their names.

12. Altruism or virtue-signalling

Many customers want to support brands that contribute positively to the world. Brands like TOMS Shoes have successfully integrated altruism into their marketing, making customers feel good about their purchases.

People are also shown to like to signal to the world that they support these causes, as makes them feel like they are part of a group or tribe.

13. Excitement

Creating excitement around a product or service can be a game-changer. Companies like Red Bull have built their brand around the concept of excitement and adventure.

14. Awe

Brands that evoke a sense of awe can leave a lasting impression on their customers. Companies like NASA bring the wonder of space exploration into the hearts and minds of people around the world.

15. Fun and humour

Finally, who doesn't love a bit of fun? Brands that inject a sense of joy and humor into their marketing, like Old Spice with its quirky ads, can resonate with audiences on a personal level.

16. Satisfaction

Convey the pleasure and satisfaction that comes from using your product or service. Describe the benefits and outcomes in a way that makes people imagine how much happier and content they'll be. Satisfying imagery or music can also do a good job here.

It's not just about selling on features; it's about selling an emotion. The emotions associated with your brand can be the driving force behind customer loyalty and trust. Next time you create an ad - think about what emotions you are trying to evoke - and make sure it is strong.