• Consumers feel before they think. The advertiser has to grab them right off the bat.
• Address powerful and immediate “wants”;  rationality addresses needs. The emotion connection must be made first, before endeavoring to give rational arguments.
• Credibility: Believability is based on gut feeling.
• Positive emotional connections help to overcome skepticism toward advertising.
• Emotional connections lay the groundwork for brand loyalty.
• Emotional messaging creates enduring brand differentiation, which reduces price sensitivity and increases purchase intent, sales, and long-term profitability.
• Emotional responses are stronger than rational ones, so brands must develop emotional connections with consumers and then activate those associations at the right moments.
• Emotional messaging works for any kind of marketer, in any economy.     

            ~ Dan Hill, president, Sensory Logic, and author of Emotionomics

SUBMITTED BY:

Steve Johnson, Vice President, Client Services