How to Get Your Customers to Emotionally Invest in Your Business

by Sarah Quinn on 07 May 2014

When you consider some of the most successful brands in the world like Coca Cola, Mcdonalds, Nike and Google, they all have one thing in common. They have an emotional connection with their customers.

Why is this important?

Well, a whopping 50 percent of every buying decision is based on emotion. Impressive huh?

As consumers we may not even realise it ourselves, but emotion has an incredible impact on our buying decisions. It's pretty simple idea and if you get it right then you've got a customer for life.

Check out our 3-step-guide to getting your customers emotionally invested in your business....

1. Research your Customer

First thing's first, you need to find out everything there is to know about your customers. Put your product aside and find out who you are talking to. Building a customer portfolio is key to making that connection. From finding out where they shop, to what their favourite colours are, you need to research everything there is to know about them. Think of it like a first date!

Some of the key questions you should ask yourself include:

How old are my customers?
What language do they use?
Where do they shop?
What do they love and what do they hate?
How do they the spend their spare time?

Once you've answered these questions then you'll be closer in learning why they would want to buy your product. You may have a ton of features and benefits, but they need to be able to relate to your customer. Remember it's about them, not you.

2. Tell the Story

Chances are, you're probably selling a product that can be purchased from a number of places so you need to stand out. There's a reason why we buy our burgers from Mcdonalds rather than the local takeaway, or we go straight to Google ahead of any other search engine.

People associate with brands that reflect their personality and that is the secret to getting your customers emotionally invested.

- Paint the right picture

To be a great storyteller you need to be able to show the audience what is happening by painting a picture. Take a look at this Google advert. Not only does it show the audience how useful Google is, but it tells a story alongside it, that's not only emotional, but it's pretty damn effective.

- Create an awesome personality

It's much easier to relate to a company that has a killer personality, rather than a corporate machine. The easiest way to let your personality shine is through your social media channels and your blog. People won't follow you if you use it as another outlet to sell your stuff. You need to get creative and show off your personality. Imagine your brand is a person and think about what he/she would be like.

- Use the right language

The language you choose to use is also a very important factor. It depends on who your audience is, but the most appealing thing you can do is speak to them like they are a friend of yours. Don't fill your website copy with marketing buzzwords that don't really mean anything. Find out the language that your audience uses and adopt that as your own.
- Choose the perfect colours

Colours can definitely evoke feelings of emotion and you'd be surprised to find that different colours do actually represent different personality types. Take a look at this infographic to find out the psychology behind different colours and how you can use colours to tell the story of your brand.

3. Keep it consistent

The third and final takeaway point is that you should always keep your messaging consistent. Remember that you're trying to create your brand story and everything you do - from the copy on your site, to the images attached to your emails - is all part of that story.

Think about what kind of emotion you would like your customers to feel when they think about your brand. Chances are, you want them to feel good. But dig deeper than that and tap into your customers emotional needs.

Now it's time to make your customers buy from you and ONLY you. Good luck!

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Sarah Quinn

Written by Sarah Quinn

I eat, sleep and breathe great content so it kinda works out for me that I get to do this as a job. But waaaaait, I'm not one dimensional..... I also LOVE peanut butter, odd socks, running, daydreaming about time and space, corgis in top hats, afternoon tea and Chandler Bing.