February 24, 2024 3:52 pm

Emotional Triggers in Marketing

Emotions are the silent language of the human heart—especially when it comes to buying - or not -  decisions. Understanding the emotional triggers that lead to a "yes" or a hasty retreat can transform your connection with your clients. Let’s dive into the top 9 emotional triggers and how they can sway your soul audience.

HOLD ON
Before you continue: understanding your soul audience is everything! Emotional triggers will ONLY work when you understand your audience better than they understand themselves.

1. Fear: The Protector and The Paralyzer

  • Positive: This is your opportunity to show to your soul audience that you truly understand them. When leveraged positively, showing that you understand their fear can be a protective whisper, nudging clients to act to avoid potential pain, loss, or regret. It’s about highlighting the consequences of inaction in a way that is informative rather than manipulative.
  • Negative: If overdone, fear can paralyze, leading to complete shutdown and disengagement. Fear tactics can make your wise and discerning audience recoil and run in the opposite direction. 
    Triggering negative emotions has been the Go To tactic in marketing for a long time. Just don't do it. Seriously!

2. Emotional Triggers Time : Precious Commodity or Thief of Joy

  • Positive: Time, when framed as precious and finite, can instigate action by underscoring the urgency of seizing the moment. Encourage your clients to embrace now as the ideal time for transformation.

    Be aware that many people hate it when they feel pressured. My advice: use it to clarify your process. Not to pressure people into being something they don't need.
  • Negative: On the flip side, highlighting time can create anxiety and pressure that feels suffocating. Your audience values balance and will resist if they sense a race against time that is not in their best interest.

3. Belonging: The Warm Embrace or The Exclusion

  • Positive: Humans are wired to seek connection. Show how your brand fosters community and shared experiences, and your clients will want to be a part of the magic. 

    Again - yes, I know I've said it before, but in Love Marketing belonging is EVERYTHING.
  • Negative: The flip side can lead to feelings of exclusion or not fitting in. But being clear about who you're not for can be seen as a shield of protection for your soul audience.
    Be clear who your people are and who not: focus on the 5% your want to work with.

4. Trust: The Foundation and The Deal-Breaker

  •  Positive: Building trust through authentic sharing, testimonials, and reliability creates a strong relationship. When your clients trust you, they’ll follow you to the ends of the earth.
  • Negative: Betray that trust, and it's game over. Once credibility is lost, especially with your savvy audience, it's nearly impossible to regain.

5. Guilt: The Motivator and The Manipulator

  • Positive: Understanding your soul audience feelings of guilt will help you to mirror their emotions.
    Personally: If someone would use it to nudge clients to "live up to their potential and fulfill commitments to themselves and others" I would run a mile (in the opposite direction.
    Again: understanding your audience means everything.
  • Negative: Heavy-handed guilt-tripping will backfire. Your audience is all about empowerment and growth, not feeling shamed into a purchase.

6. Competition: The Catalyst and The Crusher

  •   Positive: Healthy competition can inspire your clients to step up their game and reach for what they want with both hands. 
    For instance: My audience has a love- hate relationship with competition. When done in a 'We're doing it together" they can achieve everything. But competing against each other is a clear No Way.
  • Negative: Negative competition, like fostering envy or inadequacy, will send your purpose-driven clients in search of a more supportive environment.

7. Anger:  Unifier or Divider

  • Positive: Anger at injustice or common problems can rally your clients around a cause or solution. It’s a powerful motivator when rooted in a desire for change.
  • Negative: Misdirected anger can create a toxic atmosphere that repels your emotionally intelligent clientele.

8. Instant Gratification: The Reward or The Empty Promise

  • Positive: The joy of quick wins and immediate benefits can be enticing when they align with your clients' deeper goals and add genuine value.
  • Negative: Overpromise and underdeliver, and you’ll leave a sour taste. Your audience is patient and values substance over speed.

9. Being Accepted: The Affirmation or The Rejection (IN or OUT)

  • Positive: Affirmation of your clients' unique path and identity can create a powerful bond. Celebrate their individuality, and you'll earn their loyalty.
  • Negative: Suggesting they need to change who they are to be "accepted" will have them seeking acceptance elsewhere.


Tapping into emotional triggers with sensitivity and respect is paramount when you want to take care of your audience.  

It's not just about the sale; it's about the relationship. Approach each interaction with genuine care and a deep understanding of the human experience, and you will not only win customers—you'll win hearts.



About the Author

Esther de Charon de Saint Germain, Branding Queen, Marketing Strategy Miracle Extraordinair, Energy shifter, founder of the Wonderfully Weird World, bestselling author, and Whisperer of Souls also bestselling author, Abe's mother, Rik's wife, and the servant of Marie and Leeloo (yes, cats)

Oh, she can also channel information from Source, so that you can tap into the wisdom of spirit guides.

Esther is the founder of the Wonderfully Weird movement that transforms, inspires, and supports women entrepreneurs to build a business and brand based on self-love and self-acceptance and become their authentic selves.

You can work with Esther in the The Real You and if you want to honor you Wonderfully Weirdness and get 10 clients each month with emotional heart based marketing (that doesn't suck at all. Or work with her in person - limited availability - Take the Quiz for your best solution

Follow Esther at Instagram | Facebook

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