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Collecting The Beat Generation

Emotional Options: A Handbook for Happiness - Mandy Evans - كتب Google

Studies have found that we are far more likely to empathize with sadness than any other emotion. That empathy can then be used to make us more generous and trusting. Sadness is best used when brands want their customers to emotionally connect and immediately develop that sense of trust and dependance. Just take a look at this promotional video by MetLife Hong Kong showcasing the everyday struggles of a father. You push yourself to get out of bed and go to work because you're afraid of not having enough money to pay the bills. You make sure that you drive under the speed limit because you're afraid of hurting others, or getting a ticket.

Scaring someone into action is hugely effective. Anger is generally seen as a negative emotion. The idea of the ad is to make you feel frustrated about a social stigma, and force you to become part of the change.


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In almost every aspect of marketing, there's a space available where you can insert some emotion or feeling into the mix. From the pictures of happy, smiling people on your website testimonial page, to compelling videos that prompt your viewers to ask questions, there are plenty of tools out there that can help you to create emotional connections. Storytelling: Human beings are naturally designed to love stories. Ever since your mother or father told you tales at bedtime when you were a child, you've learned to appreciate the simplicity and emotion of a story arc.

In the same way, stories can shape the way we see the world through marketing, giving us an emotional investment in certain brands or companies.

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Social proof: Finally, the opinions of our peers are always going to have an impact. Educating your customer is crucial, but it isn't enough if you want to make a lasting impression. Promoting an emotional response will help to create a long-standing relationship with any brand.

The Problem with Our Pursuit of Happiness

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ISBN 13: 9780976090137

For more information on our data policies, please visit our Cookie Policy. Revoke Consent Submit Consent. Marketing strategies that don't make us feel anything are boring and forgettable -- two things that you never want your brand to be. Next Article -- shares Add to Queue. Image credit: Shutterstock. Nathan Chan. Guest Writer. February 3, 9 min read. Opinions expressed by Entrepreneur contributors are their own. More from Entrepreneur. Get heaping discounts to books you love delivered straight to your inbox.

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Latest on Entrepreneur. I confirm that I am over the age of 16 and consent to the collection of the above data. Entrepreneur members get access to exclusive offers, events and more. Login with Facebook Login with Google. Lyubomirsky, S. The how of happiness: A scientific approach to getting the life you want. Nelson-Coffey, S. Kindness in the blood: The gene regulatory impact of prosocial behavior. Margolis, S. E xperimental manipulation of extraverted and introverted behavior and its effects on well-being.

Journal of Experimental Psychology: General. Layous, K. The proximal experience of gratitude. Fritz, M.


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