How emotions impact whether a customer buys from you

Karly Edwards's picture
22, Jan, 2015 by Karly Edwards

How emotions impact whether a customer buys from you


Have you ever wondered why you consistently purchase the same brand name for any given product? If your weekly food shop always comprises of baked beans, do you swear by Heinz; when you purchase sports clothing, will you always stick to Adidas or maybe Nike? There are unbranded and cheaper options to choose from, so why would we pay more just to own the brand we hold so dear?

The reason you keep purchasing your chosen brand name, is simply because over time we form an emotional connection with that particular brand. If you can understand how to tap into the emotional reasons as to why people buy from you, you can build long-lasting connections with the people who matter most to your business – the customers.

That said - we must also consider the rational side of any potential customer. Before anyone makes a purchase they will ask themselves: “Do I really need this?” They may also face an internal battle between emotion and reason, but more often than not, as we are human beings, emotion will remain dominant over the rational. 9/10 times there is an emotional reason behind what we would deem logical.

So now we know what factors influence customers in their buying decisions, here are a few tips to help you secure the emotional bond so customers come back to you time and time again.


Create a strong personality

Create a brand personality people can relate to. Take a look at all your branding material; does it seem dry and lifeless, like a robot could have spat it out in a few short minutes?

Building a brand personality your customer can get on board with takes time, as people connect with others on an emotional basis, customers want that deeper connection with companies so they feel they’ve made the right decision and they’re comfortable to do business with you.

Your personality should shine across all your marketing material – through the design on your website, the visuals to accompany your content and the style of writing you use to describe your business.

Nurture your core story

The core story idea is the genius creation of Chet Holmes. You identify your customer’s pain points, pick at it with a big wooden stick whilst backing it up with third party statistics, and then proceed to tell them it doesn’t have to be this way. Show them the solution to their problems and what they should look for in a potential provider, and lastly introduce your business and what you do.

You are tapping into their fears whilst giving them a great motivator to work with your credible company. It urges people to act now, and over time they will feel a deeper connection with you, and you will have earned the most difficult thing of all – their trust. Take a look at this core story example.

Speak from the heart

Don’t try to deceive your customer with sales tricks and fancy marketing tactics. Show some emotion yourself and release your enthusiasm and passion across your entire business. When you get excited about the products/services you offer and show there’s an actual person behind all your marketing material, phone calls, face to face meetings and customer service touch points, your customers going to think, “you know what, these are guys are alright!”

Appeal to the 4 main emotional triggers

There are a myriad of emotions that will inspire a prospect to buy, but the four major emotional triggers are happiness, sadness, fear and anger.


The very basic human instinct we sought after is to possess things that make us happy. By relating to this emotional trigger and offering something of real value that will benefit that customer, you can deliver products and services that will serve this addiction. If your customer knows you can make them truly happy, they soon become a loyal and devoted customer for life.


Sadness conjures connection and empathy. When you market something which actively stands to play on the emotion sadness, your customer develops a deeper understanding with the subject of your message. In any circumstance where we feel empathy, we feel more generous, and has also proven to increase levels of trust.


This emotion plays on the fear that something bad is going to happen if you don’t take a certain action, now. This kind of marketing message will generally highlight all the problems you are guaranteed to face if you don’t adopt the solution. As humans, we will usually tend to cope with fear by bonding with other people, so instilling fear can create an emotional attachment to the brand that can be seen offering a way to help.


Anger is a very powerful motivator. It can encourage a deep determination to put something right. Very often we’ll get angry when we feel something is out of our control. So when a customer feels a deep sense of helplessness they will seek a way to fix their problem. If you are perceived as the shining light to all their problems so they can resume to a perfect state of happiness, then you will be seen as the answer to their prayers.

That’s why it’s so important to know your customer and what emotions trigger their desire to buy your products/services.

Emotional reassurance

Once your customer is on the edge of making a purchase, they are keen to feel some sort of validation that they are making the right decision. You need to get them realising the benefits and positive outcomes of what you have to offer and why they’d be in a much better position as your customer. Human interactions and positive emotions can build further connections, which is why follow ups and friendly chats on social media are great ways to bring the sales journey to an end.

Do you have insights on the topic? Feel free to share this post or leave a comment of past experiences.


rengwapa's picture

Such a very wonderful article. I gain so much informative information from here and I love how you discussed this topic further. Please keep posting. Thank you!

AdamJCP's picture

I am very much a fan of your advice here and the way that you go about sharing it has some spice to it. You are developing strong content around a strong idea. I do the same thing.