Advertising is most effective when it appeals to human emotion. Buying decisions are just as likely to be driven by feelings such as anger, altruism, envy, disgust, pride, shame, surprise, sadness, fear, greed, and happiness, as they are driven by logic and reason. Essential to good advertising is the development and maintaining an emotional connection with your customers or potential customers.

A firm that taps into customers’ motivations and fulfills their emotional needs will have dedicated, valuable customers. Emotions are an essential aspect of marketing and establishing a genuine connection of trust with your customers.

Here are four of the best ways to use emotional advertising so you can facilitate a great relationship with your customers.


Since the dawn of time, humans have been telling stories in one form or another. Storytelling narratives engage with customers’ imagination and form an emotional connection between them and the story told by the brand. As with every good story, your story should be created so it is relatable to your target audience, entertains them, and uses the same language that your target audience speaks and is familiar with so they can understand it and connect with it. You need to consider your audiences’ desires, needs, and aspirations so they are fulfilled by the message you are sending.

Positive emotions

Inspiring positive emotions in your customers and playing off of already existing positive emotions such as awe, amusement, happiness, love, gratitude, serenity, interest, inspiration, and pride creates a glow around what you are advertising and causes people to view it positively. The proper use of positive emotions which stay true to the spirit of the brand will cause customers to feel good about what you are advertising.

Negative emotions

Using emotions such as anger, sadness, jealousy, and hatred can also be of use in marketing. One of the ways you can make use of this is by presenting customers with an issue or problem that triggers a negative emotion—such as a burglar breaking into their home, and then offering a solution to that problem—such as a security system—so that customers are motivated to use the product or service that you are marketing.

Tapping into deeper desires

Marketers can also use emotional advertising to activate deeper motivations in their customers. Emotional advertising can be used to inspire customers to do something; to connect with their dreams, goals, and aspirations; to celebrate big events in a customer’s life or in the life of the brand; to identify with the place the customer lives; and to make use of the values and beliefs that customers share. When tapping into your customers’ deeper emotions, it is essential that the advertising comes off as honest and authentic. Otherwise, it can damage the relationship instead of helping it.

Emotional advertising is an integral part of marketing and develops a unique connection between customers and the company. By using these four methods, you can play off your customers’ feelings and establish a stronger relationship with them.