1.
Emotions To Tell Your Brand Story
Sharing & creating emotional connections
1

2.
Emotions & Viral
Content-
Emotions increase arousal, i.e.
anxiety and fun, are more
effective than low-arousal
emotions, i.e. sadness and
serenity
When content elicits an
emotional response, the
chances of sharing goes way
up
When something pulls on our
heartstrings, angers us, or
provokes controversy, we
share
Emotion is a huge
player in what content
goes viral
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Compiled by author from source: sproutvideo.com Image Source: Google Images

3.
Top 10 Emotions-
Amusement
Interest
Surprise
Happiness
Delight
Pleasure
Joy
Hope
Affection
Excitement
The left pre-frontal
cortex of the brain is
where happiness traits
like optimism and
resilience live
3
Compiled by author from source: huffingtonpostcom Image Source: Google Images

4.
Happiness-
Happiness is
the most
popular
sentiment in
video
Surprisingly, hilarity and comedy are the
least common sentiments
Comedy
Hilarity
4
Compiled by author from source: marketingprofs.com Image Source: Google Images

5.
Strong Emotions-
Videos portraying strong emotions have double
the chance of being shared than those with
weak emotion 70% of viewers who
experienced an intense
emotional response to an ad
were later “very likely” to buy
the product
5
Compiled by author from source: marketingprofs.com Image Source: Google Images

6.
Human Emotions-
From what we eat, to what we
buy -- are influenced by how
we feel on any given day
It’s an assumption that
"happiness" is an emotion that
all marketers should appeal to
Remember -- negative
feelings are just as strong as
positive feelings when it
comes to provoking a reaction
6
Neuro-imagery shows
that customers use their
emotional brain rather
than their logical brain to
evaluate brands
Compiled by author from source: entrepreneur.com Image Source: Google Images

7.
Inspiring Sadness-
Studies have found that we are
far more likely to empathize
with sadness than any other
emotion
That empathy can then be used
to make us more generous and
trusting
Used successfully when brands
want customers to emotionally
connect and develop a sense of
trust and dependence
Sadness creates a
unique type of
advertisement
Show why your product
or service alleviates that
sadness
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Compiled by author from source: entrepreneur.com Image Source: Google Images

8.
Emotions As Motivators
Determining why we buy
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9.
Fear And Surprise-
You push yourself to get out of bed and go to work
because you're afraid of not having enough money to
pay the bills
You make sure that you drive under the speed limit
because you're afraid of hurting others, or getting a
ticket
Scaring someone into action is highly effective
Fear is a strong
motivator
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Compiled by author from source: entrepreneur.com Image Source: Google Images

10.
Emotion Is Not
Feeling-
Emotions are physical and can
be discovered either
through conscious emotional
experiences or subconscious
associations
Desires
Beliefs
Actions
Emotions play out in the
theatre of the body,
while feelings play out
in the theatre of the
mind
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feelings are mental
reactions to and
subjective
representations of
our emotions
Compiled by author from source: crazyegg.com

11.
Identifying Emotional Motivators-
Identifying emotional
motivators is complicated,
because customers
themselves may not even be
aware of them
Motivators are usually
different from what
customers say are the
reasons they make
brand choices, along
with how they label
their emotional
responses to particular
brands
11
Compiled by author from source: hbr.org Image Source: Google Images

12.
Maslow’s Hierarchy
Of Needs-
Self-actualization
Esteem
Love/Belonging
Safety
Physiological
Can you identify which emotional
needs higher up the pyramid
motivate your customers?
Does your brand motivate your
customer to achieve higher
esteem or feel a deeper sense of
fulfillment?
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Compiled by author from source: crazyegg.com

13.
10 Prominent
Motivators-
Stand out from the crowd
Have confidence in the future
Enjoy a sense of well-being
Feel a sense of freedom
Feel a sense of thrill
Feel a sense of belonging
Protect the environment
Be the person I want to be
Feel secure
Succeed in life
According to Harvard
Business School, these
are the motivators that
drive customer behavior
I am inspired
by a desire to:
13
Compiled by author from source: marketingprofs.com

14.
Motivators Vary
Across Customer
Segments-
 Desires to “protect the environment” and “be
the person I want to be” are key motivators in
the banking category for millennials
 Traditional industry motivators such as desires
to “feel secure” and to “succeed in life” are
more typical of older groups
Banks craft messages and
features to connect to certain
sentiments
Millennials
Baby
Boomers
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Compiled by author from source: hbr.org Image Source: Google Images

15.
Growth By
Emotional
Connection-
 Brands should start making emotional
motivators an important metric of customer
success
 Every product motivates customers in
different ways
 Collect data to find out what motivates your
customers
 Turn insights into action by providing
a consistent experience in order to turn
satisfied customers into fully connected
customers
Emotional motivators are
the driving force behind
customer behaviors such as
repeat purchase and brand
advocacy
15

16.
Purchasing
Decisions-
Joy
Sadness
Surprise
Fear
Anger
DisgustEmotional decisions use
social constructs and
interaction that include:
16
Compiled by author from source: entrepreneur.com

17.
Emotions As
Purchasing
Motivators-
“Helps me be creative” inspires
consumers to go to a home furnishing
store
The wish to “feel revived and refreshed”
drives loyalty to the fast food
restaurant
The desire to “feel secure” is a critical
motivator when attracting and retaining
bank customers
Home furnishings store
Fast-food restaurants
Banking
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Compiled by author from source: hbr.org

18.
Maximizing
Results-
Companies must align their
emotional-connection strategies
with their specific customer-
engagement objectives
Acquisition
Retention
Cross-selling
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Compiled by author from source: hbr.org Image Source: Google Images

19.
CONTACT US FOR THE FULL
PRESENTATION:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

20.
Sources Cited
• Chan, Nathan. "Can You 'Feel' It? How to Use Emotional Decision-Making in Marketing." Entrepreneur. N.p., 3 Feb. 2017.
Web. 30 Mar. 2017. <https://www.entrepreneur.com/article/288512>.
• Forer, Laura. "Brand Stories, Video & Emotions: How to Connect With Viewers | Infographic." MarketingProfs. N.p.,
7 Mar. 2017. Web. 9 Mar. 2017. <https://www.marketingprofs.com/chirp/2017/31455/your-brain-on-video-use-emotions-
to-tell-your-brand-story-infographic?adref=nlt030717>.
• Perchon, Courtney. "The Science Behind the Role of Emotions in Video Sharing." SproutVideo. N.p., 23 Mar. 2016. Web.
10 May 2017. <http://sproutvideo.com/blog/the-science-behind-the-role-of-emotions-in-video-sharing.html>.
• Seiter, Courtney. "The Science of Emotion in Marketing: How Our Brains Decide What to Share and Whom to Trust |
HuffPost." The Huffington Post. N.p., 18 Aug. 2014. Web. 4 May 2017. <http://www.huffingtonpost.com/courtney-
seiter/the-science-of-emotion-in_b_5489567.html>.
• Wang, Lucia. "How Emotional Motivators Can Drive Authentic Brand Growth." The Daily Egg. N.p., 26 Jan. 2017. Web.
12 May 2017. <https://www.crazyegg.com/blog/emotional-motivator-drive-growth/>.
• Zorfas, Alan, and Daniel Leemon. "An Emotional Connection Matters More Than Customer Satisfaction." Harvard
Business Review. N.p., 29 Aug. 2016. Web. 29 Mar. 2017. <https://hbr.org/2016/08/an-emotional-connection-matters-
more-than-customer-satisfaction>.