Why Do Emotions In Marketing Matter?

In this class: content regarding marketing, consumer behavior, purchase decision, increase sales, and conversion rate.
British accent / sotaque britânico.

Vocabulary list:

– well kept secret: segredo bem mantido
– conversion: conversão 
– in fact: na verdade, na realidade
– prospect: cliente potencial 
– make decision: tomar decisão
– pain: dor 
– the challenges they are going through: os desafios que eles estão enfrentando 
– desired outcomes: resultados desejados
– self-esteem: autoestima 
– peace of mind: paz de espírito
– whenever it comes to sales: sempre que se trata de vendas
– stand out: se destacar
– crowded market: mercado lotado, concorrido
– resonate: fazer com que alguém se identifique com algo (learn more: https://businessfluency.com.br/como-dizer-identificar-em-ingles/)

Now, watch the video:

We recommend you watch the video at least twice.

In the first time, pay attention to the use of the vocabulary presented above.

Before playing it for the second time, take a look at the questions below. After watching it, try to answer them correctly. 

1. According to Talia, what’s the most important thing in marketing? 
a. machine learning
b. AI
c. emotion 
d. all of the above
 
2. Emotion marketing can be used in which industries? 
a. Entertainment, toy and sportswear. 
b. Insurance.
c. Car.
d. All the industries. 
 
3. Which type of purchase is driven by emotion? 
a. Personal purchases.
b. When we are buying for other people. 
c. When we are buying for the company. 
d. All types of purchases.
 

Check the answers at the bottom of the page. 

Practice Your Listening Comprehension and Writing

What are the emotions that the customers of your company feel when they make a purchase decision? (Try to think about this even if you don’t work in marketing.)
 
If you are not working at the moment, tell us about the emotions that you were feeling when you subscribed to Business Fluency. 

15 respostas para “Why Do Emotions In Marketing Matter?”

  1. In my company, purchase decision should be a brain method, but of course that the past performance on track helps us to be the first one in terms of customer choice.
    The triangle – Price, Quality and delivery time only take in place if our performance products are in very good shape compare to ours competitors, otherwise the customers go and search other solutions.
    Emotion really matter, because companies does not talk to another companies. People talk to another people and any misundertanding could be a big problem and in the end of the day the purchase decision is postponed or even worse, you lose the sale.

    Responda

  2. Above to the Emotions buying something, it is also the Experience lived to buy it. And marketing contributes on create that.
    Ho and Augusto, always fantastic readings . Thanks

    Responda

    1. Interesting point, Katia!

      PS:
      – More than the emotions when buying something, the experience someone goes through when buying it also matters.
      – contributes to

      Responda

  3. Apple has been using emotions very well to make purchase decisions. You can see in their sales campaigns they highlight the cool things that can be done with their devices.

    Responda

  5. In my opinion, the customers are buying reliable and high-quality products that are the reference on it. When we think about products used to make money, reliability is the synonym of money.

    Responda

  6. What are the emotions that the customers of your company feel when they make a purchase decision? (Try to think about this even if you don’t work in marketing.)
    I can think of the latest company that I worked for, the consumers made a purchase decision based on men’s care and beauty. They wanted to be shaved, well-presented, take good care of their skin, body, and beard, and reduce measures for the abdomen.

    If you are not working at the moment, tell us about the emotions that you were feeling when you subscribed to Business Fluency.
    For me, the decision to purchase and subscribe to Business English Fluency from Outliers Academy was the identification with Ho’s Professional History and Background. I am going through another career transition and want to be an expat working with Data Analysis and being sponsored by global companies with a work visa.
    She was there and besides Business English, she can help me work and improve my Career Management. The Jobhunting workshop and training are good examples of this.

    Responda

    1. Hello Patricia!

      Great considerations!

      Just a minor correction:
      – reduce measures of the abdomen
      – maybe a better option would be “they wanted to have their faces shaved” – in order not to give a weird impression to the sentence
      – and to be sponsored by global…
      – “She was there” – what do you mean by saying that, please?
      See ya! Bye!

      Responda

  7. At my previous company the emotions that customers feel when they make a purchase decision are support, agility to solve bureaucracy matters and compassionate care.

    Responda

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1-c / 2-d / 3-d