Cry me a river… that I can swim upstream
How using your emotions makes impactful marketing
Especially if you are a woman, I’m sure you've heard plenty of “you’re too emotional“, “you need to be more analytical“ or my personal favorite “can’t do something just because you like it“. And that sometimes drags you like a river current.
I’ve been through moments in my career where the river felt too strong—like it was pulling me under, and no matter how hard I tried, I couldn’t fight it. But something changed when I stopped struggling against the tide and let those emotions carry me forward. Instead of drowning, I learned to swim, using the momentum of my feelings to guide my decisions and fuel my creativity.
The Role of Emotions in Marketing
When it comes to decision-making, emotions play a much larger role than logic. People remember how you made them feel more than what you told them. And that’s why, as marketers, we have to connect on an emotional level with our audience. Whether it's joy, nostalgia, inspiration, or even fear—these feelings create lasting impressions.
For example, my first big marketing challenge was designing a campaign for “new ways of working.” It was a daunting task. We needed something that would inspire change without scaring people away as change management is plenty terrifying. I turned to my own life for inspiration and landed on ballerinas.
You can read more about this on our socials as I share all these stories there:
Sometimes, the thing that will sell your idea is to add a bit of your own story. Don’t be afraid to use what you know and who you are in your work. Authenticity is powerful because it’s relatable.
Emotional Triggers: The Good and the Bad
Different emotions evoke different responses. Some emotions make people smile, while others push them to act. Take happiness, for instance - brands like Coca-Cola have built entire campaigns around joy and positivity, knowing that fosters a connection that keeps people coming back.
But it’s not just about positive emotions. Fear, urgency, and even frustration can be powerful too. Think of cybersecurity companies - they use the fear of potential threats to encourage customers to protect their data. When used strategically, these emotions can prompt immediate action.
Emotions, when overused, can exhaust people. You have to know when to push, and when to pull back. In my previous experience, it was all about causing fear and pushing for that doomsday mentality, which I fought against. When the industry professionals got a hold of it immediately asked us to stop and rightfully so. It’s a tightrope that you need to know how to moderate so you don’t overwhelm your audience.
Using Emotions Strategically
To use emotions effectively, you need to know your audience. Each demographic responds differently to emotional triggers. A campaign that tugs on nostalgia, based on your memories might resonate deeply with your generation, while humor could be more effective for others. Understanding these nuances allows you to craft emotional experiences that truly resonate.
One of the best ways to do this is through storytelling. Take your audience on a journey where they feel understood, supported, and encouraged. Make them the hero of your story. When you can align your brand’s message with their personal experiences and emotions, that’s when the magic happens.
But above all, be authentic. Forced emotions never work. Buyers see right through it, and it will most likely erode trust in your brand. The key is to use emotions that innately empathize with who you are and what your brand stands for, naturally, it will resonate with your audience.
Embrace the Flow
Emotions are like rivers - unpredictable and powerful. When you learn to swim with the current, using it to propel you forward, you’re no longer fighting against the tide, you’re navigating it with purpose. In marketing, emotions are your most valuable tool for creating lasting connections. It’s not just about the numbers, it’s about the stories we tell, the feelings we evoke, and the relationships we build.
At DaCaramba, we specialize in harnessing those emotional undercurrents to drive impactful marketing strategies to all demographics. Whether it’s crafting data-driven campaigns that resonate on a personal level, building authentic brand stories, or creating emotional connections through social media and content, we know how to turn emotional insights into measurable success.
So, let’s dive into the heart of your brand, swim upstream together, and transform those emotional waves into marketing magic that moves your audience, and your business, forward.
