The Power of Emotional Content

2 min readApr 28, 2021


Positive Emotions = Long-Term ROI

ROI stands for return of investment.
Consumers buy because of what they’re feeling — not necessarily what they’re thinking. Make your customers happy, and you’ll win their business for life.

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Engaging the Senses

  • Visual communication: always utilize easy to use free webapps like wipshot
  • Appeal to your audience’s imagination using sound, VR, etc.; output higher content by communicating all of your ideas for visual collaboration.

Brand Personality

A company should take the time to establish its brand personality upfront, from the top down. Style guides and message architecture templates can help your organization create a centralized workflow for all of your company’s marketing channels.

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Avoiding Cheesiness

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  1. Embrace honesty within your organization. Make it easy for your team to deliver blunt and honest perspectives.
  2. Collect feedback from a variety of audiences. Don’t just listen to your organization’s baby boomers. Ask your Gen Xers and Gen Yers to share ideas too.
  3. Face test your marketing message with a group of customers that you trust. Ask this ‘focus group’ to deliver blunt and honest feedback.
  4. Remember the needs of your audiences. Baby boomers, for instance are more receptive to cheesy marketing messages than other groups. Gen Yers? They’ll tear your marketing apart.

Creating Viral Campaigns

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  1. Make people care (and share). Engage them with a powerful message — without trying to sell your brand.
  2. Understand the emotions that drive the success of viral content. Patterns are a core part of human nature. Common emotions included: curiosity, amazement, interest, astonishment, uncertainty, and admiration.
  3. Build your brand into an emotional message without being salesy. The key is to think about how your company, products, and services relate to your target audience. Make sure to select a topic that underscores the position of your brand.
  4. Pay attention to the public good.

The Unspoken Power Of Delight

Caused from:

  • Product
  • Marketing
  • Account management/client services
  • Aesthetics

Delight emotions:

  • Humor
  • Inspiration
  • Admiration
  • Awe
  • Surprise

Staying Ethical

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  • Be considerate of the fact that there are highly public consequences to your actions as a brand.
  • Marketers should treat carefully and thoughtfully. You never know who you’ll possibly make very, very angry.

Build Emotions Into Your Brand Community

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  • It’s perfectly normal for customers to feel frustrated and angry sometimes.
  • Focus on solving the problem, discussing the problem openly, and connecting with your audiences in a very human way

Information Credit: Lars Lofgren