A parent buys a brand-new Roomba; why? A rational explanation is that the Roomba is an excellent and convenient cleaning machine, and an advantage for anyone that has it. The emotionally intelligent explanation could be that the parent wants more time to spend with their children or partner, to prepare meals, to relax, or even to do some work. The habit of thinking beyond the rational explanation is the essence of emotionally intelligent marketing.
A good synonym for emotional intelligence (EQ) is empathy, the ability to understand and share a common feeling. Thinking beyond what a person wants with your client’s business could open up the horizon for your inspiration and your client’s communications. By thinking with EQ, marketing actions accomplish a much stronger pull, because the targeted person will feel an instant connection with the ads you present.
So, what are some implementations you can make to your methodology to ensure that you deliver emotionally intelligent marketing actions? Taken from the words of the man who literally wrote the book on Emotional Intelligence, Daniel Goleman, here are some tips.
Firstly, be honest. You must make sure that the ads you make are honest in their motives, whether it is to inform or to make a sale. Emotionally intelligent marketing is more than soliciting an emotional response, or using an informal tone; it is to an ad what a metaphor is to literature. It is a final touch, and the only way it can be effective is if it is honest. By being honest with what goal your marketing actions seek to achieve, you can also analyze on a deeper level what your customers hope to achieve by buying the product you are advertising. Properly projecting this message ensures that the interactions after the ads, are mutually beneficial.
Once that initial step is taken, you must ensure that empathy is a part of your entire process of creating an ad or campaign. We all know that marketing does not create demand, but provides a means of satisfying it. With that in mind we must look beyond our goals or the goals of our clients and put ourselves in the shoes of customers. Think about, what they feel, what they hear, and what they see; then in a deeper sense, try to imagine what their expectations from a product are and what they fear about it. By doing this you’ll be able to get to the root of what a person really needs or wants from the product you are advertising. By achieving this level of empathy, you will be able to tweak the message you are trying to deliver for a maximum effect.
After following the first two steps, the key to emotionally intelligent marketing will come naturally, communicate like a human. A lot of marketers forget, your agency is composed of humans, your client’s business is composed of humans and our ads are viewed by humans. A corporate tone spells disaster. In times past, traditional ads were monotone and very generalized for maximum reach, and people thought nothing of it, but in our age of technology, the lack of the human factor in any action is noticed. If people sense the lackluster and bland tone of a machine in your ads, they will be ignored the way spam is ignored from social media, from emails, and from texts. Every business has a personality, find your client’s personality and allow it to shine through the ads you create, more often than not, the personality of your client’s business will appeal to the personalities of the customers they seek.
These steps are of course just the tip of the iceberg when it comes to emotionally intelligent marketing, the rest of it will be learned with practice. Once mastered, an emotional connection with your audience will be achieved and that will mean better conversions, sales, retention and reputation for your clients.
Here are some examples of emotionally intelligent marketing that encapsulates a lot of what this article talked about:
Pini Yakuel talking about ads that were smile inducing and ultimately effective: https://www.optimove.com/blog/4-brands-that-get-emotionally-intelligent-marketing-and-one-that-doesnt
The power of storytelling shown by Gatorade: https://www.youtube.com/watch?v=6b03jWW70kc
P&G appealing to their biggest customers, Moms: https://www.youtube.com/watch?time_continue=119&v=1SwFso7NeuA