People Buy Based on Emotion

If you’ve ever attended one of our workshops, you’ve probably heard us say, “when it comes to creating content, remember people make buying decisions based on emotion.” So, today, we thought it might be helpful to unpack this concept a bit further.  

The Science
According to a Harvard Business Review article titled, “When to Sell with Facts and Figures, and When to Appeal to Emotions,” our subconscious/intuitive decision to buy is communicated to the conscious mind via an emotion. The conscious mind then searches for rational reasons, and that’s how we come to click those BUY NOW buttons: we justify our emotional signals to buy with logical reasons.

The How
So what does this mean for you, dear content creator? When it comes to choosing words to describe your product or service, and curating images to support that message, ask yourself:

  1. What feeling will this message or image evoke?

    Ex. happiness, fulfillment, relaxation, motivation, inspiration, etc…

  2. Does the feeling match the message I’m looking to communicate?

  3. If you answer ‘yes,’ to 1 & 2, then think about “a logical reason” that will help your viewer justify the purchase

    Ex. this investment will help them create profit, safety, security, utility, improved health

When these three components align, you’re going to see the desired results you want —increased impact + transactions. Recognizing the value that cognitive research has in marketing and using it to connect with hearts, not heads, positions us for greater conversion rates.

Here are some examples of Instagram influencers who have a strong brand and emotional connection with their audience.

Jeannette Ogden of @shutthekaleup. Jeanette captures her love for real ingredients, self-care, and being a stay at home mother in a way where her audience feels like a close friend. She’s all about being completely honest with her struggles while showing a lot of personality. She’s always clear about only sharing products she absolutely loves and uses on herself and family daily. This shows her exclusivity with products that truly align with her brand and lifestyle.

Mimi G of @mimigstyle. Mimi is a hip and stylish momma who is very transparent with what it’s like being a Latina entrepreneur while being a mom and soon to be bride. She’s more than just a DIY creator. Like Jeannette, there’s a likeability about Mimi where she makes you feel like one of her best friends. Mimi is all about sharing knowledge, empowering women. She never claims to be perfect, but is still a girl boss.

Hannah Bronfman of @hannahbronfman. She’s NYC it girl who’s setting trends and traveling the world with her equally talented husband. It’s difficult to put her in a box, but the overall feel you get about Hannah once exploring her Instagram is that she’s all about taking care of herself first. She shares her life on IG in such a way that her viewers are living vicariously through her. Hannah loves sharing new things as she’s learning them herself and highlighting women who are experts in the self-care industry.

So, as you sit down to formulate a strategy for developing emotional connection with your audience, keep these three components at the forefront of your mind …

  1. What stories can I draw from my human experience to share with my audience?

  2. Do these stories generate a feeling of connection and belonging?

  3. Are they inspirational, reassuring, educational, or funny? What value am I delivering by sharing this?

If you choose to focus on creating a sense of inspiration in the area of the brain that seeks connection and belonging, then formulate a strategy that emphasizes that, what will happen? Come on back and let us know in the comments below. We’re genuinely curious to know.