You’ve probably heard time and time again that emotion is the key to marketing. When you connect with your customers on a personal, emotional level, you build trust with them, which makes it that much more easier to make a sale.
But how, exactly, does emotion work in marketing? What emotions should you be working to inspire—and how exactly do you inspire them?
UNDERSTANDING HUMAN EMOTIONS
Back in the 1980’s, a professor at the Albert Einstein College of Medicine and the University of South Florida, named Robert Plutchik, studied the science of emotions in depth. He documented part of his research in a very famous “wheel of emotions” that suggests there are eight primary emotions: anger, fear, sadness, disgust, surprise, anticipation, trust, and joy.
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