This framework explains how emotional connection influences buying behavior and how brands can use it to increase engagement and conversions.
Most buying decisions begin with emotion and are later justified with logic. Recognizing this helps you design messages that resonate on a deeper level.
Decide whether your brand should make people feel confident, excited, safe, inspired, or understood. Every campaign should be built around a specific emotion.
Statistics explain, but stories connect. Share real experiences, customer journeys, or brand moments to make your message more relatable.
Once people feel connected, use features, data, and proof to reinforce their decision and make them feel comfortable taking action.
Colors, images, and layout influence how people feel. Use visuals that match the emotion you want your brand to express.
Track engagement, conversions, and feedback to see how your emotional messaging performs and adjust your strategy accordingly.
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