- 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
Steve Johnson, Vice President, Client Services