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  • November 15, 2020

Emotional Content Strategy: Reaching the 90% of Consumers’ Brain – Chukwuebuka Justus Asogwa

Emotional Content Strategy: Reaching the 90% of Consumers’ Brain – Chukwuebuka Justus Asogwa

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 Every decision we make has an emotional reason to it and marketers need to understand how to communicate with this part of the human brain to sell easier and faster. Conversion Optimizers must therefore find a way to emotional target the audience group they are looking to sell to.

Today we will deal with how to emotionally profile your audience, understand their motivation, the emotional triggers and the decision-making process in other to better and easily connect with their emotions and sell to them faster by creating better landing pages that speak to their needs. The Content strategy Course at CXL Institute drills down to what a professional need to know about emotional profiling and analysis of a target market

Every decision we make has an emotional motivation to it, it could be to feel better about ourselves, to look more attractive, satisfy our sense of duty, feel more secure and many other emotional triggers that make us action on something.

Big brands leverage this emotional motivation to sell products to us by pointing us to the feelings we derive from the product instead of the features and direct benefits from these products. For instance, Lego associates this brand with the feeling of pride and accomplishment derived by children constructing planes and tall buildings with the toy pieces, Apple present their brand as a luxury and exclusive brand only meant for the accomplished individuals, Nike present the feeling of fitness and athletic excellence by using well known celebrities and athletes to promote their shoes. People don’t buy products; they buy an emotional value and a better version of themselves.

“People don’t buy products; they buy an emotional value and a better version of themselves.”

4 Steps to Running Emotional A/B testing.

  1. Emotional Competitor Analysis:

The main reason for this analysis is to establish where the market is emotionally.

Emotional conditioning is a key factor to luxury branding. A good example is Mercedes and Toyota. The extra cost of a Mercedes from a Toyota car is more of an emotional investment than value difference. People shop for things that places them in a better social status or reinforces their already established status. A more detailed competitor analysis can be accessed  here from CXL.

The high cost of vintage cars attests to how strong our emotions rule our decisions.

By analyzing your direct and indirect competition, you understand the specific emotions they are trying to associate with their brand and how you can play in the market to either increase the market or capture an already existing market or combine different strategies.


Choose ten or more competitors and analyze them on the following factors.

Messaging: What is their major massaging strategy. How do they craft their message to connect with their audience?

What is the prominent message on their landing page, what brand language are they speaking?

Color: Color and color combination has strong effect on brands. How does those competition using colors on their communication channels and brand materials?

Examine their brand colors and the brand messaging, this will help in grasping their overall ideology.

Image: What type of images are they using and why. Things, human beings, Young persons, old, middle age, male females etc. Are they used in clusters or as individuals? Outdoor, interior, brightly lit atmosphere, dim lights and shades etc.

What’s the psychology message behind those images and how do they connect with their audience.

Emotional Triggers: How are they making their customers feel. Peak milk says “It’s in You”, Nike says ” Just do it” What emotions are those messages exciting in their audience.

Step 2.

Emotional SWOT Test:

This analysis helps identify how the customer feel about the competition and the industry at large. The emotional response to the customer towards the completion will help you shape an alternative response that would make you brand more acceptable to them.

Instead of studying the competition price strategy and product features, we will be studying their audience response to them and the industry at large.

Strengths: These are the emotional connection that trigger their customers to do business with them. This could be “Trust, Convenience, exclusivity, high social status etc.

Weakness: Some of the weakness could be that “they are just like everyone else, they lack customization for the unique personalities, and treat everyone the same way.

Opportunities: People are feeling lonelier and more isolated and because of the Covid 19 social distancing, people are now less physically connected and looking online for the emotional reliefs they can’t get physically.

Threats: People think online dating is hardworking, there are ingenue people lurking around in dating site for their psychological victims.

This is not for me and everyone is putting up the same personality and very plastic.

These are information you will need to gather from people visiting your website through polls and surveys, face-to-face interviews, social media questionnaire, polls and pay-per-peer survey.

All efforts are to find out more about the audience of the competition and how to penetrate the market with your message.

You may also ask the people within the organization you work for about the companies SWOT analysis and how this might be improved.

  1. Emotional Content Strategy:

This is an effort to use your contents strategy to provide answers to the feelings of fear and unfulfillment from their audience towards the competition and the market.

Looking at the Weaknesses and Treats, we ask; what are the major issues people face in dealing with these brands and their perception of the industry.

If the weaknesses bother on the fact that there are too many persons on the dating platform, you can present a message in this manner “Get perfect match with our simple smart algorithm”.

This message removes the hustle of looking through many profiles in search of a compatible one and offers you the convenience of meeting a great match while the algorithm does the sorting fast with minimum effort from you.

If the treats and weaknesses are concerns that “people are just the same online, online dating is difficult and tasking”, you may present a message that ” you’re unique and deserves the best, enjoy easy dating with our simple and efficient platform”.

The choice of word is affected by many variables like the age range of your target audience, their word registrar for your industry amongst other factors.

Offering emotional connection that fulfils the needs of the audience according to the frustrations presented in the data collected.

  1. Testing

A handy testing framework can help you identify what kind of test you will be running and what to test for effectiveness on your audience.

First, write down the following emotional triggers in columns:

  • Emotions
  • Elements
  • Words
  • Visuals
  • Colors

Fill each column with answers that apply to your competition and what you’re going to combat those.

When you have done this, you will have a quick reference framework and a clear brief for your designers to work with.

Tips you may use subject to the outcome of the research:

You may use words like “you” addressing the customer directly and making them feeling involve and valued by your business. Test colors that reinforce the values you are portraying to your audience, your landing page should be very clear on your messages, only very important words should be kept on the page.

Test one or a few combined variables at a time to be able to identify what’s working and what’s not.

Report your result and test again while adjusting things using insight from your data.

For Further information on the Emotional Content Strategy please visit www.cxl.com

Chukwuebuka Justus Asogwa is a post graduate student of Digital Business: A joint program from MIT and Columbia Business School, with interest in Digital Enterprise and Platform Businesses in Africa. He works with Agroyields Africa Ltd, an Agritech company in the production and retail space in Nigeria. Connect with Chukwuebuka on LinkedInTwitter or send him a mail via greenebuks@gmail.com

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