How Emotional Marketing Helps To Sell Your Facebook Ads?

There is no denying the fact that Facebook is a convenient auction ground for selling your products and services online. ‘How to finish first’ is the pertinent question among the marketers who want to overshadow others in this race, by collecting more and more customers.Facebook case studies show that emotional content is capable of attracting traffic online compared to the rational ones. Spice up your ad with a slice of emotion and create excitement in the minds of your viewers, persuade them to click and buy your products.

As per neurological research, people have six basic emotions- happy, sad, surprised, annoying, afraid, angry etc. As a marketer, you must train yourself to build your Facebook campaign based on these emotions.

Emotions can be described as a state of mental readiness that is automatically generated in a person’s mind. The influence it has upon the cognitive thinking capacity of people is what we will discuss here.

People rely on emotions more than information at the time of purchasing a product. Not alone buying, emotions play a heavy role in most of our decisions we make in our lifetime.

Why we run after brands even after getting the same products in our nearest departmental store? We always ready to pay a little higher to buy things from a reputed brand. This is because they know how to market their products online by establishing an emotional connection with the buyers.

A successful brand knows well how to promote products based on the taste and preferences of consumers. Based on the mental picture of their consumers, they advertise products on Facebook and other social media sites. The heavier the emotional content of an ad, the more viewers it will get who subsequently will convert as customers!

How to play smart in this race by leveraging on emotional marketing?

Fear of missing out

This is a basic human emotion that we don’t like to lag-behind in anything in life. In other words, we don’t like to miss out anything in life. Research supports this human emotion and this can be successfully exploited in Facebook campaigns.

This is called FOMO in marketing language, or the ‘fear of missing out’ an opportunity. We don’t like to feel less than others.

There are many ways to implement it on Facebook ads.

One way of doing is to rely on numbering. You should clearly show the number of people who have used your product and how much they are benefitted by using it.

For example, look at this statistic presented by solar energy services, LLC, an organization that helps people with a safe and renewable solar energy installation. They clearly show in their annual statistics 2016 what a great future solar energy holds with the help of statistical figures. It shows a huge margin in different aspects of solar energy graphs in residential, non-residential and utility sectors. It also presented the success rate of their different modules and their consumption rate in comparison to other energy sectors.

Then, put a question in front of your prospective audience and project how they are missing an opportunity, or what they are going to miss?

Another alternative is you can make your audience feel that they are left out to be a part of a group of the community who experience such fabulous things in life.

You can opt for another convenient option. Present your Facebook ad with a limited time offer option and this helps people to welcome your service and they will be ready to sign up.

Create a temptation in the minds of people to give them a hint of what their fellow human beings are already enjoying.

Marketers use this trick of emotional marketing to be ahead in the race of Facebook advertising. For example, you spend thousands of bucks to attend a show. Why? Because of the inherent feeling that you might miss out something that other will experience.

Showing excitement

We are governed by emotion in life whenever we make any decision. Excitement is again a powerful human emotion and the moment it builds up, we feel the urge to act.

You tend to act in a quick manner once you feel emotional about something. Emotions make us impulsive and we tend to decide on something.

If your customer moved emotionally by seeing your Facebook ad, it means you won half the battle. The moment they will feel the emotion, they will make the purchase.

It is a state of arousal that makes people behave in a certain manner. It prevents people to act rationally so marketers use this opportunity to influence people.

When your audience is excited, they will click on your ad. There are many ways you can create emotions in the minds of your audience. Maintain some uniqueness in your ad, and it will naturally follow.

Martha Helen Stewart, the great American businesswoman, writer, and television personality in her recently launched wine company promoted her diverse range of wine to celebrate Father’s day. She well captured the heart of audience by creating an excitement by combining Wine and Father’s Day with a one-year gift membership option. Wine is an essential part of any celebration and people will love to go for it. Now seeing this, people will hardly able to resist themselves!

Using vibrant colour in your Facebook ads will make it happen. It will take their breath away. Include images that bring excitement. You should make your audience feel the urge to open the subscription and discover what is lying inside.

Putting lots of exclamation marks in your ad will create lots of excitement in the minds of visitors and they won’t be able to hold their excitement for long.

Show a very energetic approach when you present your Facebook ad offer. Your ad must be able to create a happy feeling among your audience, as everyone likes to live in a world full of happiness. Positivity is something that everyone draws into.

You should keep your ads copy short and crispy. Do not create lengthy Facebook ads.

Maintain the same kind of excitement till the consumer makes the purchase. As research suggests, this excitement lasts for about 20 seconds and within this time consumer makes a purchase. In the case of certain individuals, it takes even lesser time.

Therefore, try to keep your ad landing page as simple and appealing, so that it makes the visitors fill with emotions and they end up signing for your service.

For example, Simple plan, a renowned Canadian rock band promotes their upcoming show with a simple post on Facebook. It just portrays a picture of their show and a simple thank you note to the audience. Together they simply offer their Instagram link for people to have access to their photos. Now anyone can understand this post and love to click on it.

A sure way to win your audience is to offer a discount. It will be irresistible for them to reject the product.

If you want more clicks, more likes, and more shares, create ads based on human excitement and you will never be disappointed by your audience.

Building a Curiosity Gap

Curiosity is one of the deep-rooted and fundamental desires in humans and it is a crucial motivator in human behaviour. We have the eagerness to discover facts. We don’t like to live in darkness.

This is described as the gap between what we already know and what we would like to know. We tend to fill this gap all the time. This thing can be perfectly utilized for making it big in Facebook advertising.

An effective element in the curiosity gap is a catchy headline. It is never easy to create a compelling headline, it is like testing the patience of your audience, and giving them a hint of what is coming next.

When your audience finds your headline unique, then only they will see the actual content. Otherwise, they will leave your ad then and there. So, spend quality time on it if you expect to earn a sure click.

This can be done by asking your audience a question or tell them a fascinating story, and make them guess about the climax. It works best when you target audience that is reluctant. This creates a strong desire in them to know the answer and finally, they will click on your Facebook ad.

However, don’t reveal everything in your headline; otherwise the curiosity will be finished. Depending on the nature of your audience, who are easy-going and quite warm, you can ask for their email address as a favour in return.

HubSpot, the leading digital marketing agency aptly knows how to create curiosity in the minds of readers. In this ad, they perfectly explore the curiosity aspect by explaining 12 uncomfortable things that can make people successful. Such a title will definitely make you crazy as an audience and you just can’t help clicking it.

Frequently publishing your content or what is called virality is another option to create curiosity among readers. By way of circulating your ad in an aggressive manner, you can balance your performance.

This helps if you perform poorly in any of the content. Chances are that if you publish more, one or two of your content will surely see the light of the day.  Therefore, publish content as much as possible in a variety of areas and topics which will appeal to the broader mass of audience.

Your content should be specific enough if you aim to get more traffic. You have got a few seconds to entice your audience. Tell the reader precisely what to expect from the post and deal with a single issue.

Quality is another indicator of successful Facebook campaigns. The audience always craves for quality content. You cannot give your audience an average story. Your ad must contain enough information for the audience to decide whether the content will be worthy of reading or not.

A leading Search Engine Journal “SEJ” daily publishes blogs covering a wide range of topics.   With the help of some expert contributors in the field, they regularly post the in-depth analysis of different aspects of digital marketing, social media, SEO, PPC, and news reports, entrepreneurial research etc. Because of their frequency with which they update their readers with a various range of affairs, they have more than 800 visitors every month who like to go through their blogs in search of some advanced knowledge.

Quality SEO optimized content will give you desired success in the field of Facebook marketing. This ad emphasizes this fact, by way of sharing the story of a company who with the help of structurally prepared high-volume keywords climbed the ladder of success.  You need to do a lot of hard work for this to produce quality content that your audience would love to read.

You must be careful while making an ad. Today’s audience is intelligent, you cannot exaggerate things. Respect them and maintain your credibility as an advertiser.

Making people happy

A normal psychology is that we always look for things that make us happy. The ads that make customers to like, share and buy any product are called emotional ads.

Happy emotions always work to gather more audience. Brands are using happy emotions to create awareness among people and drive more audience.

A research says; positive posts are given preference over negative posts to attract readers online. This trick can be implemented with the Facebook ad campaign that you just launched to promote your idea or product.

The question here is how positive Facebook ads will garner more attraction and more clicks subsequently.

People love the vibrant colour, so always use bright coloured pictures in your ad. Bright colour sparks a positive emotion to your ad and your audience will tend to relate your brand with happy feelings.

Pictures matter a lot, you must include an image that contains happy people, put a smiley caption in your ad.

By way of frequently using adjectives and verbs that are indicative of positive emotions.

For an emotional marketing campaign, happiness is a wonderful theme. Therefore, leading brands prepare commercials with a happy theme and get acceptance from the audience.

If you want your audience to share and like your Facebook post, this is the way you can achieve it.  A happy ad engages the audience and they end up sharing it with others.

A recent study has found that people share emotional articles more often than others, and positive ones are shared more than negative ones.

Happy posts create a feeling of empathy among viewers. We try to empathize others the moment we see any emotion in their eyes or face and at once we try to relate to them.

Therefore, visual images of people are highly effective to give you an edge in the competitive marketing environment. It creates a long-lasting effect about your products and helps the consumers to register themselves on the buyers list.

At this stage, their innate feelings appear more attractive than their logical thinking.

A perfect example of how visuals create an impact in the minds of consumers is this ad by coca cola. As you click on the visual, it goes on and on supporting the theme of the ad. They will feel as if the thirst for Coca-Cola will remain there forever. At once it creates a happy feeling in the minds of the viewers and they will want to enjoy the taste again and again. Such is the power of visuals that people go mad about consuming this beverage.

Handling negative emotions

Have you ever noticed some negative Facebook ad spreads like fire on the internet whereas some positive ones cannot make even much success?

Many times, we like Facebook ads which convey a negative emotion. Because, the message is so powerful that we are swayed by it! So, a negative ad is not always bad, it does work sometimes.

The question is how to properly utilize negative content for the popularity of your Facebook campaigns?

You can do it like this, first, try to provoke your audience with a negative feeling with your ad and then offer an outstanding solution to your viewers.

A research has figured out that mild negative information can produce a strong positive impact in the minds of the readers about any product or service.

Some negative emotions contribute more to virality than others, which means some negative content get more and more shares & likes online. For example, the negative emotion of anger can spread very fast.

However, you should obtain the skill on how to include the right amount of negativity in your Facebook ad, striking a perfect emotional balance.

Capture the initial attention of your audience with a negative headline. Be honest while showing your product; don’t be afraid to show your audience a slight defect about your product if necessary.

Additionally, you may project to your readers any negative factor they experience daily. Negative emotions create a huge impact in the minds of the readers. It is extremely effective to persuade any individual to make a better choice in life.

When you focus on the negative aspect of something, people generally show an interest. It is like getting knowledge on something hitherto unknown, to feel knowledgeable than others, a kind of mental upliftment you can say.

Here is an example of how strong negative emotion can be. This post from city councillor who slammed the reputed news agency ABIAS, CBN for publishing inappropriate news against the church received overwhelming responses. By supporting the boycott movement, not only he shows a negative emotion in this post, but also a solution to the anger by boycotting it.

Giving hope for a better future

This world is full of hopes and we human beings live on hopes. The hope of betterment or improvement is a naturally gifted emotion. Whenever we face any difficulty in life, we just hope that this too shall pass, and everything will be the same again.

One of the valid reasons that we buy things is because we want to improve our lifestyle. Though we know very well that material things cannot buy happiness, but still we linger on it. This concept of emotional marketing can be channelized to earn acceptance for your products online.

The emotion of hope can be reflected in a good copy, characterized by a brilliant language. A beautifully crafted Facebook ad conveying the emotion of hope for a better future deserves more audience and more subscription.

A recollection of good old days, this post from a girl regarding Coca Cola’s Tomorrow ad campaign, a classic and popular one shows the hope for a better future, a better world. He blog received many followers because many people could identify with this ad, who come from her generation.

The distinctiveness of a product helps to stand it apart in the market. It makes it above the competition. Features are what increase the capability of a product, but at the same time, your customer might view those features as valuable.

You should show what your customers perceive as valuable. You will have to highlight those features and make them believe that your product is worthy of buying.

For example, the brand Alexandre Christie in this ad highlights the features of their watch to show its worth to their audience. By displaying the features, they are making people believe that buying this watch will help them to cater to their needs and this will be a smart choice indeed!

This is a practical thing to remember that customers buy products to cater a need. Whenever you launch your ad, they will think how it can benefit them. Therefore, your ad must possess the capability to satisfy their needs.

Nowadays, consumers can easily compare products and services online. You must show how your product will serve a better solution to their needs. Consumers will choose products that have highest features to enjoy the maximum benefit out of it.

Therefore, even if you launch a product that has already existed in the market, come with extra features in it. It can be a simple extra feature not so important, but it will help the customer to think that it will offer the best service compared to others of its category.

In this post by Mashable, one of the renowned media companies shows how Snapchat is trying to be ahead in the game of popularity against Facebook by adding some extra features. Now people will really want to know what are the features included in Snapchat.

With your Facebook campaigns, you must be able to create a platform for a better future. It will be a kind of solution for your viewers. Moreover, maintain transparency in your ad, people will like it more.

Helping customers to feel proud

Emotions heavily impact our behaviour in several instances. As a business professional, you need to master the skill of emotional marketing to be ahead in the race of Facebook advertising.

To achieve this, you must make them feel good about any product they buy from you.  You should remind your consumers that they have made a great choice. This emotion of hope you must ignite in the minds of the viewers to see your ad.

When you project something to the world, you must announce it with a hope. Your Facebook ad must bring a ray of hope in the minds of the viewers. If you do this, they will not regret buying your product and will feel good about their decision.

Popular shopping site Danube Home in this ad of Water Purifier comes with a tagline by telling their customers not to compromise with the drinking water. It clearly understands the need of pure drinking water for growing children to prevent diseases and it rightly captures this psychology of parents in this ad. It has got good responses because of this.

For successful Facebook campaigns, it is necessary to understand the emotions of your consumers and to leverage on that. You must understand the psychology of your customers as what they want from you and based on their tastes and preferences, you should launch your ad.

Good branding and marketing are all about being submissive to your customers, understanding their expectations and creating an environment for them to feel good about the choices they have made on your site.

Great brands want their customers to feel passionate about their brand. When a brand offers something, people like it and feel that it is because of their uniqueness that they choose this brand. This makes them proud about their choice.

You should know how people like to feel after making a purchase from you and then you leverage on this emotion to win the heart of your customers.

The heartline of the discussion is that your Facebook ads should not make mere promises. Instead, you should carefully construct the expectations of your buyers and then fulfil them.

Good branding is about how your clients feel, and how your brand relates to them.  In simple words, it is how you make your customers feel.

Creating a sense of urgency

Time is precious in marketing. You cannot afford to give people enough time to think and take a decision. Things should be quick so that within seconds your visitor can take a decision online.

This sense of urgency is a normal human behaviour and based on this, people give an emotional response to any product or service. Unless you create such a situation online, you will finish last in the game of Facebook advertising.

If you give people time, it is likely that they might postpone a decision and will forget to visit your page next time. You just cannot lose them like this.

This ad by BelloFox is successful while creating this sense of urgency in the minds of the audience. In simple and firm language, it has put its ad so that people quickly understand what is going on. It shows a limited time span, one week to avail this offer. Undoubtedly it will grab the attention of visitors.

When you offer your service with a limited period tag, people will be worried about missing out something significant. This scarcity or feeling of fear creates urgency in the mind of visitors and they will be ready to like and share your ad or become a subscriber.

This sense of urgency is helping many retailers to experience higher sales rate online these days. For this, there should be a time zone on your Facebook ad to create this urgency and attract more viewers.

How to create a sense of urgency in your Facebook campaigns:
Do not make your ad dubious. Let people understand your ad without applying much of their brains. ‘Till tomorrow’, ‘Offer finishes in 20th June’are some of the suitable phrases for this.
Offer a heavy discount; say for 50 percent or 60 percent. Everyone looks for discount offers to come.
Put your offer in a simple language so that anyone can understand easily. Not every customer is educated enough to go into the depth of your language.
Place your best offer in the ad’s headline or the image to help your viewers to find it without wasting time.
In totality, creating a sense of urgency in sales helps your customers to identify their needs and compel them to act on that.
As a seller, it is very important for you to understand the need of the customers and for that; you must listen to their needs carefully. A proper conversation is necessary with your customers, to keep them engaged in discussion.
Take them to lead in the conversation. You will see by the time they arrive at a conclusion; a sense of urgency is already there. It is more effective than spending time pitching your product to them.

Surprising your customers

As a retailer, your job should not be only limited to satisfy your customers but at the same time, you must present them with occasional surprises. Incorporating an element of surprise in your Facebook ad will catch more attention online.

Neurological research suggests at the time of buying a product, consumers never exercise their rational mind and succumb to their emotions. For this purpose, use statistics to give more value to your ad.

In this video shared by Tucson Association of REALTORS, they are projecting their sales statistics for the month of March 2017. They have done a lot of research and come out with a precise figure about their home sales activities that show a remarkable growth compared to the previous month of February. Audience love to discover facts online and they look for this kind of ad on Facebook.

You must work hard do a real survey and share interesting facts with your audience. They will be surprised to know about things which they are unaware of till date.

Pleasant surprises make people feel special and important. For example, you give your audience a survey form to fulfil and in return of this, you can lure them with a gift card. They will hardly say no to your offer.

A wonderful illustration of gifting is this ad by AutoZone, in which they are offering an opportunity to their audience to win a gift card worth value $ 25 upon answering a question. It has an element of surprise and people will love to click it in the hope of winning a gift.

Thus, they will be connected through your survey. In future, whenever you create any ad in future, they will share and like your ads. Though a free coupon is a small gesture, yet it is a wonderful way to win the trust and respect of your target customers.

Presenting a small gift to your customer will make them feel good and they will always remember your gesture. This kind of emotional marketing will give you a better result in the long run.

If your resources do not allow you to go for a gift, a thank you note will be very helpful for you. Though they seem to be repetitive and boring, yet customers feel good seeing a thank you note every time in their inbox. They will appreciate your effort.

For example, the famous Coke Studio posted this ad for offering thanks to the band artists of Strings and other performers, music directors for their contribution towards giving soulful music to its viewers. Together it offered thanks to their fans in Pakistan and across the globe for such a successful season. Reading this, the audience will feel good though there is nothing new about it.

Keep in touch with your customers. Check in with them how they are doing will make them surprised. Remembering them on very special occasions is a sure way to win their hearts and keep your roads clear for all future purposes.

Occasionally, you can educate them about your products and services you are going to launch. This will help you to get a better response from them in your future Facebook ad offer.

For example, Digit, a media company is making people aware about soon to be launched mobile phone Honor 6x through this Facebook ad. It also talks about the special feature and an affordable price that it bears to attract viewers.

Creating a sense of belonging

We all like to be associated with some big brands, big names because it creates value in society and enhance your prestige. This sense of belonging to a large community creates a feeling of contentment among us. It improves our motivation, health and gives us mental happiness.

This community based marketing approach can be utilized to make your Facebook campaigns popular. Not to forget, some of the renowned worldwide brands including Google and others rose to prominence through low-cost community-based marketing.

You project your offer as a kind of invitation to an attractive community. When it comes to your Facebook ad, you can send out an invitation to any influential members of any group or club and use his reference to lure your prospective audience to come and join you.

The National Geographic channel in this ad is urging viewers to join their safari live to catch a glimpse of wild animals in the African jungle. This is a wonderful example of creating excitement in the minds of the audience with a live video of an African jungle. Things get better when you give your audience a chance to feel a part of the community that is taking part in the event.

Event marketing agencies often use this tactic. Often, they present an event by flashing all the famous attendee’s name, so that people develop an interest to go to the event.

If you want your event to be big, include the names of attendees who are dignitaries and have an active social presence, who have used your product, or anybody who is a celebrity. Your prospective customers will feel safe surrounded by such people and will take interest in your offer.

Flash your user base or the size of your customer base, to convince people of the community’s worth. It will create a spark among them.

Make the entry challenging enough for the person to value the community. This is one tactic you can do to exert great influence on your target customers.

We human beings are always on the lookout for people who support our ideas, action and understand us better. If you can relate this sense of belonging to your Facebook advertising, half of your work will be accomplished.

Exploring the power of guilt

We often feel guilty about different things and it works as a great motivation to respond to certain things. This guilt shows us the path of self-improvement. For example, you feel guilty about having too much weight and thus end up joining or buying weight control products.

This is something that applies to the Facebook campaigns as well. Perhaps, you can target this feeling of guilt as a successful marketing tool to promote your ads. In the ecommerce industry, guilt is a powerful tool to target your prospective customers.

For this you must prepare a smart copy of your Facebook ad. Language should be such that it exactly catches the attention of your consumers.

Create this feeling of guilt in the minds of your consumers and provide a quick solution to your ad, your consumer will not be able to resist themselves.

Images are important to create this feeling of guilt. The combination of powerful wording and image instantly creates a strong impact in the minds of people.

How to use guilt for successful Facebook advertising?

Remind your consumers as if they are making a small mistake. It means making the first move to promote your product.

The power of guilt is beautifully reflected in this ad which talks about the necessity of online marketing in today’s business environment. It shows how a person can make profits by promoting his business online. Viewing this ad, people will think it is a kind of mistake not to take help of online marketing to expand their businesses.

Do not hesitate to use strong language, as this creates a negative feeling in the minds of your consumers. This helps to grab their attention.

Immediately offer a solution to the problem your customers are facing. This creates a feeling of trust in the minds of your audience.

This ad is a perfect example of how to create trust in the minds of viewers. Star Tribune shows how a New Brighton company is helping out people with trailer homes, a kind of mobile homes, specially designed to cater the needs of those who are in search of a temporary accommodation.

This kind of emotional marketing done to explore the hidden power of guilt present in the minds of everybody is very useful if you expect to get more likes, shares and subscription of your products online.

Making people feel important

Who does not want to feel worthy? If somebody praises us we feel good inside. This sense of being worthy, being valued is deeply embedded in us. This is a human need to be felt valued by others.

A successful Facebook advertising campaign is all about targeting the human emotions and this is also one of them, the feeling of being IMPORTANT, is like adding value to you as a person, your personality.

We need attention from others. This proves our importance. A skilled marketer knows how to exploit it in the best possible manner in advertising to create mind blowing Facebook campaigns that you will hardly keep your eyes off.

You must create a highly personalized ad to create this feeling of worth among your consumers. Address your audience in a more communicative manner. Use the second person verb to address them directly.

This will create seriousness in their minds and they will like to show interest in your ad. Give them a feeling that they are talking to a human being.

It is difficult to maintain contact with your target customers one by one as you have numerous other things to do daily, therefore online discussion is a better medium to make this possible.

To better communicate with people, this Italy Magazine is conducting online discussions for sale purchase and travel related activities. It is a good effort to get a better response from people as they will feel important to be treated as individuals, not just as customers.

Twitter is a suitable social media tool to make this happen. The hashtag facility it has made things easier for a marketer to know about the problems that the prospective customers are facing.

For example, this Twitter ad talks about the customer service of Samsung. It portrays the customer grievances regarding Samsung products. It enables the brand to know about the real problems customers are facing after using its products.

If your ad serves the interest of your audience, it will surely catch their attention. Talk about your products and services by posting a video or a blog and be ready to solve their problems.

This ad is an example of how to serve the interests of your target audience and make them feel good. Tara Campbell-licensed cosmetologist has shared her beauty tips of thicker hair by posting a video. Now viewers will be tempted to click this video to know about the tips because everyone wants strong and thicker hair.

Before attempting to sell your Facebook ad, you must be able to build a trust among your target customers. Make your customers realize that they are important to you and enjoy their loyalty in the long run.

Concluding remark

What we normally do is that we pick up something in the market based on our emotion and try to justify it later by using our rational mind. Most of the times, we suppress our emotions though they always exist in our subconscious mind. They become active when we see a certain product in the market and like it.

People prefer brands over others because they want a longer association. Whenever they see a certain brand is fulfilling their requirements, they feel a connection with it and stick to it in the long run.

Realizing the overpowering role of emotion on human behaviour, marketing experts have developed new technological tools to project this. The coming of ‘emoticons’ on Facebook is a possible outcome of this. Needless to say, they are created to grab as many eyeballs as possible in the world of Facebook advertising.

In a nutshell, emotional marketing is the tool to connect deeply with your audience and establish superiority in the online market. Facebook ads rely heavily on clicks to gather likes, share, and subscription. The emotions of a person play a great role here to make any ad the talk of the town.

To establish your supremacy in the game of Facebook race, excellent copy writing skills and an out of the world ad design makes a great difference.