Have you ever thought about how to get your marketing messaging spot on, and then somebody says something along the lines of ‘they’re only words, how important can they be?’. Well, the answer is very. And any old words won’t do. Several studies have shown that 90% of the decisions we make are based on emotion. While logic and reasoning play a part, logic alone is unlikely to persuade someone to make a buying decision. That’s why using emotional language in your messaging makes a lot of sense.  

Take a farmer who’s looking for a crop protection product for example. Yes, they’ll want data on efficacy, safety, and the potential for a return on their investment, but ultimately, what will convince them to buy is believing that the product will help them protect their livelihood. Maybe their farm has been in the family for generations and they want to hand it down to their children one day. They work their land around the clock and face constant challenges and uncertainty. Their vocation is a labour of love, and they couldn’t imagine doing anything else. That’s why the approach should not be about reasoning farmers into buying, it’s about persuading them by showing them that we understand them, their needs, and the challenges they face.  

Why emotional language is so persuasive 

So why is emotional language so persuasive? There are a few reasons. 

Words create feelings 

Figures from BuzzSumo shows that people engage more with brand content when they are made to feel certain emotions, mainly positive ones. Content that provoked these emotions received  the most engagement: 

Awe- 25% 
Amusement-15% 
Joy-14% 

Tapping into emotions inspires trust in a brand 

Provoking positive emotions while telling a brand story inspires trust. There’s even evidence that emotion dictates what is encoded into long-term memory and this is what creates an association with a brand. You probably associate Volvo with making safe family cars. Safety is their brand story and, in their messaging, they’ve used taglines like ‘Who would you give a Volvo to?’ alongside pictures of loved ones and ‘At least there’s still one safe place to be’ with a strong image of one of their vehicles. Both reinforcing the message, ‘me and my family would be safe in a Volvo.’ 

What does this mean for brands? 

Understanding the power of emotive language can inform their messaging 

In advertising in particular, emotion is more effective than logic. Consider these stats from Social Media Today: 

31% of advertisers reported significant profit increases when emotive words were used in campaigns. 

Only 16% reported the same when rational language was used.  

26% reported increased profits from campaigns that used a combination of both emotive and rational language.  

Communicating personal value as well as business value can pay off 

71% of buyers who see personal value will buy a product, and 68% are willing to pay more for a product or service if it has personal value. Going back to the example of the farmer, while their buying decisions may seem rational, they are also often deeply personal. Your customer may get the business value of your product or service, but do they understand the personal value and why what you have to offer is different? 

Creating connection then solving problems is the way forward 

As emotion is so influential in decision-making, brands need to first connect with customers then solve their problems. Start by asking ‘How can I help you?’ then move on to ‘How can I solve your issue?’  

Creating content that makes people feel something is the goal  

Positive emotions build trust and engagement, so create content that makes people feel something, ideally something positive. In the case of the farmer, a crop protection company may aim to create feelings of certainty, safety, and security around their products.  

Triggering an emotional response is an effective strategy  

The right words can trigger the desired emotions in prospective customers. A wedding planning business that wants stressed out brides and grooms to be calm and relaxed might use something like: 

“Take a deep breath and relax, we’ve got your perfect wedding day sorted.” 

A company running a competition to win a luxury getaway may want to conjure up happiness or excitement:  

“Imagine how you’ll feel when you win that dream holiday.” 

Words have power, and brands can use that in their favour.  

Getting your messaging right  

Creating a messaging campaign? Start here; ask how does the customer feel now and how do we want them to feel after they have read our blog or landing page, or they’ve seen our ad or social content? 

If you need help getting your messaging right, our team of creative designers, brand strategists, wordsmiths, and PR and media experts can help you make it hit the spot.  

We know that words matter, and we can help you craft a marketing campaign that resonates. Get in touch for a no-obligation chat at growmybrand@rdp.co.uk