Marketing is emotional, and should be

Marketing is emotional, and should be

Marketo posted a few weeks back about Donald Trump and my head nearly exploded. Why in the world would you discuss politics, or even mention politics, particularly a political candidate that stirs the level of controversy that Donald Trump does.

As I was feeling this surge of emotion, it hit me, ‘Marketing is emotional,’ and seeing this blog stirred up some serious feels in a lot of readers. Well played Marketo!

Needless to say this blog post got me thinking about emotion in marketing, not Donald Trump. Often in my business I hear, “It’s just marketing,” and, “Don’t get upset,” but isn’t that the point?

Study after study has shown that people purchase for emotional reasons and then justify that purchase later to not appear impulsive.

Marketers target the emotional response. Think of all the brands consumers are attached to because of emotion. Coca Cola, for example, rarely sells soda. No, they sell a lifestyle. Their ads focus on fun and family and togetherness that occur while drinking soda, not the soda itself.

That is the brilliance of emotional marketing, it quietly slips in when we are not looking.

How can you better market to the emotions of your prospects?

  1. Focus on personal value instead of business value
  2. Use storytelling to demonstrate desire to the buyer rather than product positioning
  3. Avoid the fluff, use the language of your target market
  4. Showcase referrals, nothing speaks better to emotions than trust

The next time you feel a surge of anger, or excitement, or happiness, think about the brand or the advertisement that caused it. It was likely on purpose.

How can you apply emotional marketing to your own business? Tell me in the comments below.

A/B Testing Visual Guide

A/B Testing Visual Guide

A/B testing is a simple way to optimize campaign performance. Download our visual guide to better understand what A/B testing is, why you should use it, and how you should use it.

About Caitlin Culbert Poliska
Caitlin is the Marketo Practice Director for the Pedowitz Group. She is a Marketo Certified Solution Architect, Marketo Certified Expert, Marketo Certified Instructor, Salesforce Admin Certified and HubSpot Certified, working with Best Practices and strategies in Marketing Automation, Technology Optimization, Lead Management, Marketing Revenue attribution, Analytics, Social Media, Inbound and Outbound campaigns.

Related Resources

  • Posted by Caitlin Culbert Poliska
  • On 03/23/2016


Hey Caitlin, great article. Thank you for your wonderful class a few weeks ago at Marketo. Thank you very much for your recommendation on the book "Rise of the Revenue Marketer." It is exactly what I am looking for. I will be purchasing it for my board of directors this week. Perhaps this not the right place for a shout out, but the book brought me to your company's website, and then I was reading articles and saw this one from you. Thank you again. I am looking forward to my journey to becoming a revenue marketer.

Leave Reply

Your email address will not be published. Required fields are marked *