Emotional marketing - an important tool for successful business.

Sadness motivates to maintain contact. Advertising with scenes of environmental problems, mistreatment of people or animals evokes empathy. It spreads actively and enhances feedback.

• Inspiration stimulates action. The story of ordinary people's life changes triggers the desire to purchase a product to become better. The most obvious example is Nike's emotional marketing with the slogan "Just Do It".

Building emotional marketing strategy

There are many ways to influence consumers by using emotions. However, only a properly structured strategy will lead to the desired result. An emotional marketing strategy should be built on 3 main steps:

1. Getting to know the target audience

This is the most important step! If a company does not know which emotions will prompt the audience to act, it will not be able to reach them. It is essential to clearly define who the target audience is. Research their needs and desires, behavior and preferences, important emotions. The research results will be the key to choosing the emotion that addresses consumers' pain points and desires. Then your advertising will motivate viewers to take action, not repel them.

2. Creating a Story

Choosing an emotion, you need to understand how to evoke it in consumers. Interesting plots work much more effectively than simple descriptions of the company and the product. Create a story that will emphasize your values, prompt the viewer to act, and become a brand mention. You can convey the story to consumers through videos, live photos, banners, and textual content. The main thing is not to overdo the plot itself in order not to create false expectations and not to lose trust.

3. Using the Right Colors

Creative design always attracts attention, and if it also evokes emotions, greater engagement is guaranteed. A well-chosen color scheme is the basis of design, enhancing the emotional appeal of the brand. For example, green color is often associated with health and eco-friendliness, inspiring trust. Red evokes joy, love, and excitement, prompting action. Therefore, brand colors, advertising campaigns, and even product packaging also evoke emotions and can influence attitudes towards the company.

A well-developed emotional marketing strategy allows you to build loyalty with your consumers even without material incentives such as promotions and giveaways. The company's ethics and values that bring customers closer to the brand create a deep emotional connection and simple relationships with consumers. Positive past experiences create a desire to come back again and again.

Emotional engagement is an investment in the long term. Emotionally loyal customers become fans of the company for almost a lifetime. They will buy and promote your product regardless of market changes, price fluctuations, and competitor activity.

According to Forrester and CapGemini research, emotionally engaged customers are 52% more valuable than just satisfied ones. 70% of these consumers spend twice as much on the company's product, and 80% of emotionally loyal audience recommend the brand to their family and friends.

Application of Emotional Marketing in MLM

The rapid development of the MLM market, high competition, and similar products require an effective strategy for attracting customers and partners. Direct sales involve constant interaction with hundreds of people, where creating an emotional connection helps increase sales and expand the network structure. Emotional marketing in MLM facilitates business management by creating numerous advantages:

• Strong connection with the audience. The history of the company's creation and its gradual development, stories of the product's impact on people's lives, develop emotional appeal. This brings customers closer to the brand, evokes positive emotions, and trust.

• Emotional loyalty. Direct communication with potential customers allows a better understanding of their problems and offering individual solutions. This way, a person feels their importance and value to the company, which warms their heart. Emotionally loyal customers create a viral marketing effect by sharing about your product and their own experience with everyone. The network of customers and sales grows even without advertising costs.

• Motivation of partners. Success stories of leaders, creating a positive atmosphere, recognizing achievements, and providing support inspire distributors. This stimulates distributors to work more actively and expand their network.

Emotional marketing in MLM not only brings more customers and partners but also creates an internal connection with them. This allows exploring consumers' expectations and preferences to satisfy their needs to the fullest. Emotional commitment turns customers and partners into loyal MLM company fans with the highest level of trust.

Emotions are one of the basic components of human personality, so emotional marketing always works. The ability to find an emotional connection and win the hearts of consumers builds trust and develops the brand. Emotional marketing in MLM builds warm relationships with consumers and partners, attaching them to the company.