How can Artificial Intelligence unlock the hidden power of emotion in your marketing strategy?
The power of emotion in communication theory dates back to Aristotle. In his rhetorical triangle, the renowned Greek philosopher identified pathos, or emotion, as a fundamental component of effective communication. The triangle also includes logos (logic) and ethos (ethics or credibility). Modern research continues to affirm Aristotle’s insights. For instance, a WARC study found that more than half (54%) of the most successful advertising campaigns used emotion as a key creative strategy. Also, Les Binet and Peter Field have shown that B2B ads leveraging emotional messaging are seven times more effective than those relying solely on rational appeals.
One of the most remarkable advances in artificial intelligence (AI) is its ability to understand and respond to emotional cues. We can provide AI with frameworks that organize emotion, and it can apply them to real marketing scenarios to produce emotionally resonant communication.
Two Frameworks to Organize Emotion
In their Harvard Business Review article, “The New Science of Customer Emotions,” Scott Magids, Alan Zorfas, and Daniel Leemon present a framework of emotional motivators that influence consumer engagement across various categories. AI can apply these emotional motivators to real-world marketing scenarios, producing emotionally resonant communication. For example, AI can generate personalized advertisements that make consumers feel understood or create product descriptions that evoke a sense of belonging. This is possible because AI can recognize emotional cues both within the framework and the specific marketing context.
Top Emotional Motivators
| I am inspired by a desire to: | Brands can leverage this motivator by helping customers: |
|---|---|
| Stand out from the crowd | Project a unique social identity; be seen as special |
| Have confidence in the future | Perceive the future as better than the past; have a positive mental picture of what’s to come |
| Enjoy a sense of well-being | Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats |
| Feel a sense of freedom | Act independently, without obligations or restrictions |
| Feel a sense of thrill | Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events |
| Feel a sense of belonging | Have an affiliation with people they relate to or aspire to be like; feel part of a group |
| Protect the environment | Sustain the belief that the environment is sacred; take action to improve their surroundings |
| Be the person I want to be | Fulfill a desire for ongoing self-improvement; live up to their ideal self-image |
| Feel secure | Believe that what they have today will be there tomorrow; pursue goals and dreams without worry |
| Succeed in life | Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures |
Table from “The New Science of Customer Emotions,” Harvard Business Review.
Upon closer examination, this list of emotional motivators describes the basic human needs we all share. The approach taken in this study reminds me of Marshall Rosenberg’s work in nonviolent communication, which emphasizes understanding the emotions and needs behind all human interactions. Rosenberg’s work offers a more detailed framework for AI to apply to marketing scenarios and produce emotionally resonant communication.
Application to Marketing Copy
To create emotionally resonant marketing copy with AI, I applied the Rosenberg framework to the business value proposition. The value proposition outlines how a product, service, or event solves a customer’s problem, addresses a challenge, alleviates frustration, or provides distinct benefits.
GPT Based on Value Proposition, Emotions, and Needs
A GPT using the emotions and needs framework from Marshall Rosenberg’s work in nonviolent communication (Beta v. 5).
The GPT takes you through the following process:
- Message a product, service, or event you want to market.
- What are details about your product, service, or event?
- Who is the audience for the communication?
- What specific problem does your product, service, or event solve for customers? (value proposition)
- What specific advantage does your product, service, or event provide for customers? (value proposition)
- Which feeling would you like to use in your marketing copy? (based on value proposition)
- Which need would you like to use in your marketing copy? (based on value proposition)
- Which marketing framework would you like to use?
The AI then writes three subject lines, and six hundred words of marketing copy based on the answers to these questions.
Use GPTEmotion has always been a powerful force in communication, from Aristotle’s identification of pathos to modern research affirming its impact on consumer behavior. By understanding and leveraging emotional motivators, brands can create more engaging and effective marketing campaigns. In a world where consumers are inundated with information, connecting on an emotional level is more important than ever. By harnessing AI’s ability to understand and respond to emotional cues, we can create marketing strategies that not only capture attention but also build lasting relationships. Embracing this fusion of emotion and technology empowers brands to communicate more effectively and ultimately achieve greater success in the marketplace.
I asked ChatGPT to create a Midjourney prompt for an image based on the recorded conversation in this post. ChatGPT responded, “Here’s a Midjourney prompt that captures the essence of our discussion, focusing on emotional recognition, empathy, and adapting tone to human emotions.” Prompt: Cartoon. Imagine an AI interacting with a person, its digital form softly glowing in warm, calming tones as it analyzes and responds to complex human emotions. The AI’s presence should feel supportive and adaptive, reflecting the subtleties of human emotions. Surround the setting with abstract representations of emotions–swirling colors and forms that represent different feelings–flowing harmoniously as the AI carefully interprets them, ensuring a delicate balance between logic and empathy. –ar 4:3 –v 6.1
