Emotions are far more important than we think!

Marketers know that emotions are important. But the facts around emotions are (actually: were) blurry.

You could see it come back in appreciation for products, in tests around your advertising, but that’s about it.

The why and how are “black box”.

 

 

 

 

 

 

 

 

Science is there now to “back us up” … or teach us new things.

 

Take a look at the 3 amazing facts below:

 

1.

Neurological Insight 

An estimated 98% of people’s thought activity isn’t fully conscious

Marketing Implication

Decisions get made on an intuitive (sensory-emotive) level, then confirmed rationally

 

2.

Neurological Insight

Emotional responses happen 5x faster than cognitive responses to stimuli

Marketing Implication

People feel before they think (in absorbing your marketing efforts), and there is no such thing as objectivity when it comes to contemplating your marketing claims

 

3.

Neurological Insight

The emotional brain sends 10x as much data to the rational brain as vice versa

Marketing Implication

Not only do emotions happen first – and faster – but there’s also more of them, which makes sense because “value” gets determined emotionally

 

 

Source: Dan Hill,  About Face: The Secrets of Emotionally Effective Advertising (2010)