There are situations in which your marketing strategy demands that you express sensitivity. Especially when we’re going through turbulent times, it’s important to connect to your audience on an emotional level.
Sensitive Marketing, also known as Emotional Marketing, refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and purchase. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.
As a society, we are currently experiencing heightened emotional states due to all the changes the global pandemic has brought forward. Everyone is more sensitive and uses social media to vent or talk about their emotions. In times like these, brands need to connect with their audience on a human level and let them know that eventually, everything is going to be OK.
But how can you adapt your marketing to express sensitivity? The answer is simple: relate to your audience experiences, write with feelings, and share your emotions through different social media platforms.
It’s important that you show your audience that you too are feeling the same uncertainty. It’s also important to underline that you are doing your part and fighting to make the situation better. Sensitive marketing is all about expressing your feelings and taking a relatable stance.
At the end of the day, Emotional Marketing works because it targets feelings we all share. Emotions are universal, and the majority of people respond to emotional triggers in the same way. For your brand to become sensitive, you need to recognize what those emotions are and how to express them in a relatable way so that people can connect with your message.
Dr. Rissy’s Writing and Marketing can help you identify these emotions. We specialize at building marketing plans based on these connections. Don’t be afraid to give it a try—you will see amazing results.
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