6 Keys to Build an Emotional Connection Between Products and Customers

Consumers make emotional purchases when it comes to products and services. Find out how to appeal to their emotions with these tips.

Published on 25 October, 2017 | Last modified on 2 June, 2022
Consumers Make Emotional Purchases

Written by Micheal Gilmore

Contemporary customers are everything but simple and unaware of their needs. They constitute a wide range of micro-segmented audiences and marketers are struggling to customise activities so as to fit various interests and affinities. They are essentially trying to build an emotional connection between products and customers.

Almost 80% of consumers think that companies focused on custom content are more reliable than those that only create generic contents. That’s why you need to provide them with personalised experiences if you want to grow a solid base of loyal buyers. In this article, we will show you the 6 most efficient ways to do it successfully.

How to Make Your Consumers Emotionally Engaged

There are many ways to boost brand awareness and make the customer emotionally engaged. Clara Bundy, a content marketing specialist at ResumesPlanet, recently stated: “The tactic you adopt depends on the peculiarities of your industry. However, some methods proved to be successful in all cases and they should make the cornerstone of your marketing strategy.”

But what exactly are these generic rules and methods? Let’s have a closer look here.

Define Buyer Persona

Targeting specific audiences has never been more important than today. You need to conduct research and find out more than just the basics of your buyer persona. Besides age, gender, and location, you need to learn about their personal values and affinities.

Fortunately, new technologies enable you to detect the preferences of each prospect individually. You should analyse the website traffic and see which topics and motives generated the biggest interest and engagement among your followers. Discovering this, you can determine the traits of your buyer persona.

Play with Emotions

Your goal is to establish connections with buyers, which means that marketing content should focus on their emotions. Make your messages intriguing and inspiring, causing emotional reactions among your customers. Doing so, you will generate a lot of comments and earn yourself a nice portion of word-of-mouth marketing.

This is crucial as recent surveys proved that word-of-mouth improves marketing effectiveness by more than 50%. The most beneficial emotions in that regard have always been happiness and joy but you can also use anger and sadness if you feel that it could ignite the emotional spark within customers.

Consumers Make Emotional Purchases

Keep it Personal

Revealing a human side of the brand is inevitable if you want to avoid emotional detachment. Let the consumers see that your business is people-oriented and allow them to meet individuals who stand behind the project. Your employees could be the best storytellers – simply let them talk about the brand and their own experiences in the company. This is a great way to provide customers with first-hand insights related to your products.

Use the Right Colours

Content marketing is becoming more visual than ever; you need to integrate branding solutions with marketing activities. Colours are an essence of your branding and you should include the most impressive colours in your images, videos, and infographics.

If you want to attract a younger audience, use red or yellow to make your customers feel energised. On the other side, blue means credibility, green is healthy, etc. But no matter what colour you choose, keep it aligned with the overall marketing strategy and your buyer persona.

Improve POS Experiences

The way customers feel about your brand depends largely on their point-of-sale (POS) impressions. Therefore, you need to educate retailers to provide consumers not only with products but also with experiences. For instance, you should teach sales representatives to be friendly, not pushy. At the same time, allow them to customise offerings or promotions to indulge potential buyers. This way, customers will feel more appreciated and they will form a stronger bond with your brand.

Be Different

Being different than competitors is the best method to grab the new customers’ attention. A study revealed that more than 90% of consumers want to see brands they follow publish unique online content.

If your competitors publish blogs, you should post more in-depth articles. If they create infographics, you should make interactive infographics. It’s not easy to distinguish yourself from others all the time but it’s the only way to keep the customers emotionally engaged with your brand.


Traditional marketing, with its one-size-fits-all strategy and generic messages, is not able to build an emotional connection between products and customers anymore. Instead, marketers need a more personalised approach to win over the consumers.

In this article, we presented you 6 ways to enhance your marketing activities. Feel free to give them a try and let us know in comments if you have other valuable suggestions to share with our readers.

About the Author: Micheal Gilmore is a blogger and entrepreneur from the US. He specialises in building high-performance teams and delivering great products in the least time. Micheal is also a passionate career advisor and facilitator. His life is fully dedicated to the people. You can catch Micheal on Twitter.

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