How do you create communication that truly resonates? That engages the recipient?

Certainly, there are numerous methods and best practices for leveraging text and images in marketing. Among these approaches, one we strongly advocate for is connecting with customers on an emotional level.

Why should you use emotions in your communication with the customer?

Emotions are aroused often – perhaps we can say always? – during an event, a weekend trip or a visit to the theme park. It can be a great theater performance that gives you goosebumps, a dreamlike ski resort that makes you wonder or a nail-biter for a football match. The feelings are always there. Therefore, it's also natural to use emotions in your communication and marketing.

The use of emotions can help create a stronger connection to the event or experience you are promoting. The use can also increase customer engagement and be an important part in your branding work – a brand that your visitors, guests and customers remember and love.

Another reason why you should use emotions in your communication, is to increase customer loyalty. Namely, people tend to remember and be loyal to brands and experiences that have evoked strong emotions in them. By using emotions in your marketing, you can increase the chance that your event or experience will stick in your customers' memories and create loyalty.

In short, it is a powerful strategy, especially for those of you who are selling an experience and not a physical product.

7 emotions to use in your communication with the customer

Let's talk about perhaps the funnest part: the feelings involved!

1. Excitement

Many experiences are designed to be exciting. This can apply to challenging ski slopes and scary haunted houses as well as raucous theaters and other performances.

Consider: Can you create communication based on tension?

2. Happiness

Music, stand-up, children's theater, theme parks... Yes, there are many events and experiences that make the guest smile, laugh and feel joy.

Consider: How can you use joy in your communication?

3. Community – a feeling of we/us

Events and experiences of various kinds – such as running races, hard rock festivals and themed trips – bring people with similar interests together. It creates a sense of community.

Consider: Can you use community as an ingredient in your communication?

4. Inspiration

Motivational lectures and artistic performances can inspire the audience to think new and differently.

Consider: Can you turn your communication into inspiration?

5. Wonderment

Grand theatrical productions and titillating magic shows can both enchant and amaze the audience. The same goes for grandiose views and experiences.

Consider: Can you allude to wonder in your communication?

6. Nostalgia

There are places, songs, smells and tastes that can bring the visitor back to a special occasion. Maybe it's hot chocolate on the ski slope, an artist who played many gigs before or a visit to the spa resort that you want to remind the recipient about?

Consider: How can your communication evoke nostalgic feelings?

7. Relaxation

Yoga classes, soothing music performances and spa stays can create a sense of relaxation and calm in the guest. Perhaps your recipient is a parent longing for a child-free weekend, or a person who needs to reduce stress levels?

Consider: How can your communication put the recipient in a relaxed mood?