Know their feels: How to discover the emotions that drive behavior

Have you ever poured your heart into content, only to see it land with a thud? It happens to the best of us. But what if you could understand your audience on a deeper level? What if you could tap into their emotional core?

The power of emotional connection

We don't make decisions based on logic. Emotions play a huge role in how we perceive information and ultimately, take action. In fact, research has shown that emotions drive our decision-making, and the logical part of the brain simply rationalizes why we made that decision.

By understanding the emotional needs and desires of those we hope to serve, we can craft content that resonates on a deeper level, fostering stronger connections and driving better results.

Dive deeper than demographics

Demographics are a good starting point when we are trying to understand those we hope to serve. But they only tell part of the story. To uncover the emotional landscape, we need to go beyond age, income, and location. Here are some ideas for doing that:

  • Targeted surveys and polls: Craft questions that go beyond basic preferences. Prompt for emotional responses by asking questions like, "How does using our offering make you feel?" "What emotions does our brand evoke for you?"

  • Scenario-based questions: Present hypothetical situations where your offering is used. Ask how it would make them feel. Probe to understand what desire or aspiration your offering fulfills.

  • Open-ended follow-ups: Don't settle for one-word answers. Ask "why" and "how" to get deeper insights.

  • In-depth interviews: Schedule one-on-one interviews to gain richer insights. Again, use the opportunity to understand their deeper emotional needs and how your offering helps serve those needs.

  • Social listening: Social media platforms are a goldmine of emotional data. Use social listening tools to monitor how your brand is discussed online. Identify common emotions associated with these mentions. Pay attention to the types of reactions your content receives (likes, shares, angry comments). These can reveal emotional engagement. Participate in online groups and forums where your audience gathers. Look for trends in conversations and emotional undercurrents.

  • Customer reviews and feedback: Reviews often reveal raw emotions. Use sentiment analysis tools that categorize feedback as positive, negative, or neutral. This can provide a broad overview of the emotional sentiment toward your brand.

  • Qualitative analysis: Read through reviews and identify recurring themes and emotional triggers. Look for specific words and phrases that reveal emotions.

  • Identify emotional arcs: Reviews often tell a story of the customer's experience. Look for how their emotions change throughout the interaction with your brand.

  • A/B testing with emotional variations:  Test different versions of your content that evoke distinct emotions (e.g., a humorous vs. a nostalgic approach). Analyze which version resonates better. This helps you understand which emotional triggers are most effective for your audience.

Putting it all together

By combining these methods, you'll start to build a comprehensive picture of your audience's emotional landscape. Look for patterns and commonalities. What emotions are most prevalent? What pain points are causing them anxiety or frustration? What desires are they trying to fulfill? 

Crafting content that resonates

With this emotional intelligence, you can tailor your content to speak directly to your audience's hearts. Use language that evokes the desired emotions. Highlight how your offering addresses their emotional needs. Craft stories that create empathy and connection.

Remember, emotions are powerful drivers of behavior. Quite possibly the most powerful. By taking the time to understand those you hope to serve on a deeper emotional level, you can create content that truly resonates, fosters brand loyalty, and ultimately, turns customers into raving fans.