Blog & News

Sweet Emotion

By Rachel Spencer, Director of Business Intelligence

On the Myers-Briggs scale, I am a solid INFP. In simple terms, it means I geek out on establishing personal connections. I’d rather spend an hour really getting to know someone than making small talk with 50 people at a networking luncheon. I spend a lot of time in personal introspection and I care about what makes other people tick. I regularly put the feelings of others ahead of my own. Usually, if you’re happy then I’m happy.

I am driven by emotion and connections. Which is why I’m probably in the right business. Advertising is all about making the right connection.

There is tremendous value in tapping into empathy and emotional appeal with your marketing strategy although it can be easy to overlook this in favor of “real” data. But, as Harvard Business Review points out in this article, understanding the emotional motivators of your audience can be exactly the type of data that can make or break the success of your marketing campaigns.

According to the article, there are hundreds of these motivators that brands can leverage to improve their marketing and the customer experience. A few of the biggies include a desire to:

  • Stand out from the crowd
  • Have confidence in the future
  • Enjoy a sense of well-being
  • Feel a sense of freedom
  • Feel a sense of thrill
  • Feel a sense of belonging
  • Protect the environment (note – if you want to market effectively to my Mom, here’s your ticket)
  • Be the person I want to be (this is SO me)
  • Feel secure
  • Succeed in life (well, don’t we all?)

So, next time you’re strategizing it up with your marketing team, take a step back to remember what drives and inspires you, and more importantly, what inspires your customer.

Make a real connection.


“MyersBriggsTypes” by Jake Beech
Topics: Research and Insights, Brand Management