Emotional Targeting: Does it Really Work?

Emotional targeting is a practice of reading how your audience acts, how they respond in a certain way, and getting how their emotional attitude alters their decisions. The people who market emotional marketing may design ads that motivate the readers to complete the aspired action.

In other words, if you consider a target’s emotion, they will provide more information, make a purchase, or may start communicating. If you use this approach, people remember your campaign, so it’s good for your brand’s image and will result in grabbing people’s attention.

Does emotional targeting works?

This system of making sales exists and works for people. Numerous companies and businesses are working just for the audience’s notice. It lets you work ahead of the same copy-paste ads, and search for creative things that help you grasp the people’s concentration.

Emotional targeting works because of its useful approach that is BEM; it stands for Behavior, Emotions, and Moments. This strategy allows marketers to focus on the three things which are determined as below:

1. Behavior

This is an indication when the buyer shows interest in purchasing your product or behaves in a way that he wants to buy it now or later.

2. Emotions

This is where the consumer makes their mood for something. Nowadays, almost all countries are affected due to pandemic and lockdown. Marketers can use this as their benefit and suppose what this means in concerns to their product.

3. Moments

The moment is something that can convert the whole conversion process. You have to make sure that you are posting your ads in the time of need for the people. People should feel the need for that product at that moment.

How to improve Emotions part?

There are a lot of ways that can enhance the performance of your emotional campaign. To get the best results, remember to:

Make Your Campaign Customer-Oriented

Your emotional targeting must focus on the customer’s mentality and not mainly on the products. Talk about how this product is useful in the customer’s life rather than talking about the brand and goods.

Show the results

Prove the customers with results; share the success customers’ stories if you have. Try to show the results that the product can provide to the people for example weight loss supplements can give effects.

Focus on large variants first, while testing

It is crucial to look into the elements which are primary and influence consumer’s decision and which features come afterward. The best way to do this is to examine the large variants before going to smaller ones such as the ideas, images, color contrasts, etc. Now, once you have found the best combination of variants, it’s time to make small features as a focal thing.

Emotions you should consider

There are several different emotions but considering these four has worked for most of the affiliates.


Happiness is an amazing emotion to link with your business. Marketers seeking to use happiness as their emotional targeting must include keywords like fun, excitement, cheers, play, and joy, etc. These buzzwords automatically attach users to happy emotions.


Sadness can be a critical emotion to handle. You never want to lose your customers, but in some illustrations, sad images or events can be a call to action in them.


A term called “Fear of missing out”, in this case, fear is a great emotion to use for marketers. Try to incorporate a few phrases with these emotions will attract the customer. “Don’t miss out on these deals, buy tonight!” There’s nothing customers hate more than missing out on a big deal.


Anger or Disgust type of emotions can work as a motivator for consumers. Dealers should target this emotion when trying to get customers to support a cause. You can add keywords like unfair, shocking, and tragic, etc.

You must know before you design your ads

Everyone knows the situation of today’s world due to the COVID-19 crises. This is the moment that has affected every single person globally, so you need to understand what you can do and what to avoid in these conditions.

Keep your ads and content up to dated

It’s important to keep your ads fresh and updated all the time as its good for the success of your marketing campaign. Every other person has started competing and trying out different strategies so you need to grip on some unique ideas to give your performance a boost.

Crafting emotionally targeted content

Words are a great tool when it comes to interpreting emotions. We all had gone through times when we started crying after reading a good book. We all have that feeling of becoming emotional whether being happy, sad, fearful, or angry. The written content has the potential to create the same effect.

Emotional targeting has proven to be one of the best approaches that can improve conversions, and intensify marketing efforts. Businesses lack taking advantage out of it when they don’t have this emotionally targeting content in their ads. To make the best outcome, marketers need to understand how these emotions can be used to trigger people’s feelings efficiently.

Before you start making your material of content, first estimate your target audience. What type of emotions would set well in the stream? Should you use happiness as your target emotion? Or there should be a mix of emotions?

Be Specific

It is essential to keep your message concise as the longer pieces make people distracted and this will surely make your thing less effective. Keep the content short and particular having clear emotions in mind.

You can lead with the color

You might think it’s a simple method but it holds more power than you think. Color plays a vital role in evoking a person’s emotions. A wide range of industries and companies use color psychology. For example, therapists use pastel and soothing colors to make their patients feel relaxed and composed.

Green color represents harmony, nature, growth, balance, and health, etc. In the same way, red color evokes intense feelings such as affection, excitement, and joy. In the case of Coca-Cola, red depicts positive, peaceful energy.

Tell a story

Storytelling is a great way to connect to your audience. Different emotions can be used while presenting a story; stories are easily relatable and sharable regardless of the makeup of your public.

Inspire the audience

It’s not an emotion to be added but the process of feeling inspired brings out emotions, motivation, impressions, joy, excitement, hope. Aspirational campaigns are powerful because they penetrate dreams, goals, or aim that your audience wants to achieve.

To target aspiration as a marketing plan, firms should learn how their product helps their purchasers reach those high dreams and ambitions.

Over to you

Adding emotions in your ads, the content material is a sure way to resonate with and strengthen your public to act. Think of this secret weapon you never knew a use for supporting your marketing campaign. First, understand your audience to successfully put in all the emotions in your trading. Join these with your overall marketing aims, and your emotional marketing attempts will be some of your most effective.

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Written by Usama Arbakan

I am a big fan of the digitization of businesses and have been helping bloggers and startup owners with business marketing for the last 4 years. My educational background includes Bachelor's in Commuter Science Degree and several diplomas in marketing and writing. Currently, a part-time blog writer at Ad Specto.

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