Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas. A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive. In this deck Philippe looks at 12 emotions that will make your messages explode with persuasiveness.

1. There is a link at the end of this deck to the associated blog and webinar recording.
How to use
Put your social media, website and newsletters on fire with these
12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make
much of an impact. A good product or service without an
emotion-evoking message isn’t going to be all that persuasive.
In this webinar we will look at 12 emotions that will make your
messages explode with persuasiveness.

2. Emotional Marketing
Brought to you by

3. Why do you need to get emotional with you
marketing content?

4. Brain-damaged patients left devoid of
emotion, struggle to make the most
elementary decisions.

5. The ability to make analysis of cost and
benefit is maintained but without emotions
they just don’t know what to choose.

6. Emotions allow you to mark things as good,
bad or indifferent and this forms the basis
of the decisions you make.

7. Emotions are so powerful they can motivate
you to kill.

8. Trolley problem 1
A runaway trolley is heading down the
tracks toward five people who will all be
killed unless you pull a lever to divert the
trolley onto another track that will only
kill one person.
What do you choose?

9. Most people choose to pull the lever.

10. A runaway trolley is heading down the tracks
toward five people who will all be killed unless
you kill a stranger by pushing him onto the
track to stop the trolley.
What do you choose?

11. Most people choose not to push the
stranger. This is partly because we feel
it is wrong to use other people as a
means to an end especially if it involves
harming them.

12. Trolley problem 3
A runaway trolley is heading down the
tracks toward five little children who will
all be killed unless you push a deranged
psychopath onto the track to stop the
trolley.
What do you choose?

13. I’ll let you decide.
Changing people’s emotional experience
changes their behaviour.

14. The stronger the experience of Emotion
the more likely it is people will react to
your message

15. Emotions can be triggered with:
• Powerful copy
• Effective visuals
• Persuasive videos
• Compelling offers
• Engaging stories
• Riveting audio
• Fun events

16. Here are 12 Emotions to
consider:

17. 1. Make them feel they’re missing out
People feel more compelled to do something if
they think they might be missing out on
something good.
This is especially true of lots of people are
into something cool or does something that
make them more successful and you’re the
only wet blanket on the planet that isn’t
doing this.

18. Tips:
Tell them about the success others
are experiencing with your product
or service.
Create spaces that are exclusive to
clients or subscribers.

19. 2. Create a sense of excitement
Marketing content that looks and feels exciting
suggest to people that there might be something
rewarding on offer here. It also puts people in a
positive frame of mind that makes them more likely
to act on impulse.
In today’s clutter exciting content is also more
distinctive, attention grabbing, engaging and
memorable.

20. Tips:
Make your content colourful, use
diagonal lines, be vibrant, suggest
action, include happy faces.
Offer or announce something new,
spectacular or amazing
Share exciting events from within the
company.

21. 3. Create a sense of curiosity.
Curiosity is that gap you create between
what someone wants to know and the answer
you’ve got for them. Sometimes you need to
make people aware of what it is they would
like to know. And as knowledge about how big
an impact your product of service might have
on their lives their curiosity increases.

22. Tips
Ask a potent question and put the answer
behind a button click
E.g. What is the biggest mistake you make
over and over again? It’s not what you think it
is. Click here to find out.
Tell them enough to spark their curiosity but
not so much that you give your story away.

23. 4. Make them laugh!
A touch of humour can make a brand stand out from the
crowd, add a dash of personality and character and
make the brand more distinctive and human and
therefore approachable.
In an effort to present our brand as professional and
serious we sometimes forget that we are communicating
with other human beings. People respond well to humour.
Humour is the one thing that still consistently gets
through the attention barriers. Humour makes us feel
positive.

24. Tips:
Share cartoons, jokes, funny images or
quotes
Poke fun at yourself (and become more
relatable)
Think like a marketer and act like a
producer

25. 5. Add some Feel good factor!
Research shows that positive posts are shared
more often than negative ones. Positive
statements, happy faces, bright colours all
contribute to a sense that there’s a lot to be
grateful for and that life is good. By sharing
positive content people will associate your brand
with the sense of feel-good and they will be more
inclined to want to work with you or buy from you.

26. Tips:
Share positive quotes.
Share your successes and the successes
of your customers
Be human, share your stories, especially
those where you finally win

27. 6. Create a sense of relief!
We have a lot of stress, worries and challenges in
our daily lives so we’re always on the lookout for
practical solutions. If you can show people the real
impact of the pain they’re experiencing, preferably
visually in the form of a video, then the solution
you offer will deliver a deep sense of relief. The
more you can get people to connect to the pain the
bigger the sense of relief will be that there’s an
answer to their problem and you’ve got it.

28. Tips:
Frame your product or service message
as a solution to a clear and present
pain.
Focus on how your solution will change
their lives.
Make sure access to the solution is as
effortless as possible.

29. 7. The Fear of loss.
The fear of loss is more powerful than the hope for gain. People
would much rather save something they’ve already got, than go
after something they want.
In marketing, for example, you’ve got two important objectives;
get more traffic and convert as many of them into sales. But what
if your ideal client visited your website yesterday and they simply
weren’t convincing by what they experienced? You’ve lost them and
the thought of this feels awful.
The fear of loss is a powerful motivator to take action.

30. Tips:
Find the hole in the customer’s bucket
that your product or service will plug.
Highlight the implications of what their
loss mean for them personally.
Use words like “don’t”, “stop and “avoid”
It’s OK, be dramatic.

31. 8. Utilise uncertainty.
One of the key principles of success is to know
where you’re going and what to expect when you
get there. Uncertainty in a time of constant
change motivates us to find answers.
By highlighting areas of common uncertainty in you
industry you draw attention and can then set
yourself up to provide insightful and useful
information to those who are searching for it.

32. Tips:
Use the uncertainty that is naturally
present in people’s mind to inspire them
to take action.

33. 9. A sense of urgency.
With so much on our plates we constantly move
what we are able to give attention to up and down
our priority list. Anything that can be postponed to
later is moved down that list where it risks the
chance of being forgotten.
So if you want to increase the likelihood of people
responding to your message you should create a
sense of urgency.

34. Tips:
Present a limited offer
Create a limited time offer
Limited availability

35. 10. Surprise people.
The unexpected make us pay attention.
We immediately want to know if this new
event or information holds a threat or a
reward.
It takes creative thinking to come up with
something unexpected.

36. Tip:
Think about what you do in a different
way
See if you can combine two things that
don’t usually go together

37. 11. Anger
Anger forces us to take bold action. Anger is one of
those emotions that you shouldn’t overuse because it
takes a lot of energy. But if it is mixed in sparingly
with all the other emotions it can be very effective.
What should you get people to be angry with?
Anything that someone consistently does and that isn’t
getting resolved that causes problems for themselves
or someone else is a good start.

38. Tips:
Make people want to reverse an injustice
and right a wrong
Use very emotive words and visuals
Shocking statistics will help your case

39. 12. Create a sense of aspiration.
We get so bogged down in our everyday tasks that
everything becomes just taking one step after another. By
helping people see the bigger picture or dream more boldly
or see possibilities they have not imagined yet you will
inject a strong sense of hope and aspiration into them.
Through well crafted words, effective visuals or the
power of video you can take them on a 2-3 minute journey
that leave them with a sense of “ah yes, that’s where I
want to be” or “that’s what I want”

40. Tips:
Highlight the possibilities
Focus on what success looks like
Understanding where your customers
aspire to go next, and figuring out how
you can help them get there.

41. Emotional marketing is not about focussing on
a single emotion but using emotions like
an artist’s palette to make your content
more colourful, engaging and memorable.

42. There will always be emotional responses to
your content.
You need to be in control of them so
they can result in positive action.

43. Find out about the persuasive power of animated videos at:
WAKSTER
www.wakster.com

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sized businesses to create value and scale their businesses
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Clarity combined with a real determination to help you
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