Guest Post

As a good business owner, you’ve probably thought a lot about what your customer needs and prefers.

But what about how they feel?

It’s not enough to have the right product or service at the right time, you need to make an emotional connection with your customer. That emotional connection creates a bond that leads them to not only buy but also become your biggest advocate and supporter. They’ll be more likely to recommend your business and leave positive reviews online. And, bringing it full circle, those reviews can help to set up emotional connections with your next best customers.

But how do you make those emotional connections? Here are some these tips to use empathy, emotional language, and imagery to foster long-term, meaningful customer relationships.

Create Infographics to Convey Emotion

We typically think of infographics as Infographics are a powerful tool for conveying information quickly, but don’t miss the opportunity to also convey emotion. Use a combination of visual elements along with data and info to tap into people’s feelings. Start by defining your target audience. Then, use images, charts, graphs, and diagrams in your marketing to convey emotions and resonate with those people. Choose imagery and messaging that aligns with their traits. For example, you can engage with a younger audience by using modern design elements and vibrant colors.

Looking to do your own? There are several free online design tools. With Adobe, for example, you can create a number of infographics for various marketing purposes. Just choose a template you like and customize it with your own text, fonts, colors, and images.

Use Emotional Appeals in Marketing Messages

Emotional appeals can engage and motivate your audience by tapping into their feelings and emotions. To use this communication strategy, start by identifying the emotions you want to evoke. For example, you can use happiness to create a positive association with your brand or fear to highlight the consequences of not using your product. Choose words that have a big impact on how your audience feels. Try to avoid overly formal language or technical jargon. As HubSpot explains, you can also use storytelling to create a personal and relatable connection with your audience, showing how your product or service has made a positive impact on people’s lives.

Leverage Customer Reviews and Testimonials

Customer reviews and testimonials are great for showing the emotional impact of your products or services. Take snippets from customer testimonials and try to work these messages into your marketing. Highlight reviews that feature specific emotions. For example, a customer might mention that they were “overjoyed” with your product or service. Instapage.com recommends several ways to inject customer reviews into your marketing strategy. For example, you could include reviews in paid ads and marketing emails when advertising the mentioned product or service.

Connect with Customers on Social Media

Communicating with your customers on social media can be an effective way to build relationships and establish that emotional connection. Social listening is a great tool for understanding your audience so you can create more relatable content. You should also make a point of listening to customer feedback and responding to comments, inquiries, and suggestions on social media. Social media is fantastic for chatting with your customers on an emotional level!

Consider the Emotional State of Your Audience

Emotions play a major role in decision-making. It’s important to understand your customers’ emotional states so you can tailor your marketing efforts accordingly. The last thing you want is to come across as tone-deaf! Try to acknowledge your customers’ emotional states, especially during times of crisis like the recent pandemic. Be empathetic and reflect the emotions of your customers rather than blasting them with overly-positive language during difficult times.

You may even want to show some vulnerability in your marketing. Being vulnerable can make your business more relatable and can help build trust with your customers. Showing vulnerability can also create a more human and emotional connection with your audience. Try sharing personal stories with your customers and being open about mistakes your business has made.

Effective communication is a powerful tool for building strong, long-lasting relationships with customers. By considering the emotional state of your audience, creating visual imagery and infographics, and using language and messaging that resonates with their emotions, you can create a stronger connection with customers and increase the chance of them converting into loyal customers.

About the Author: Davis Jameson is an experienced entrepreneur and business owner. He created Business Is Fun to spread the word about the joy that he thinks should come with owning a business. With the advice and resources he offers on the site, he hopes to help small business owners who are in a slump get their mojo back.

The Excellent Writers Group welcomes thought-provoking and informative guest posts about writing, marketing, and business building. For more info, contact the editor at jpowell@excellentwriters.com