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Emotions help marketers initiate goal setting, drive a viewer’s response to ads, influence his / her processing to persuasion, and subtly control much more than what meets the eyes. Emotions are all-pervasive. Human beings are more emotional than rational. To quote Zig Ziglar, “People don’t buy for logical reasons. They buy for emotional reasons.” The 4-step process includes researching 15–20 competitors to understand their emotional targeting approaches. The next step is to develop a responsive emotional content strategy for the brand.