How to Use Emotional Appeal to Drive Sales for Your Business


Emotional appeal is a powerful selling strategy that is used to manipulate a specific audience into making an emotional decision rather than a logical one. It can be very effective at establishing a loyal customer base for your freelance business, and converting followers into clients and brand advocates.

Emotional appeal is often ignored by small businesses in general, but it is a concept that you should take very seriously when building your freelancing business.

Defining Emotional Appeal

Emotional appeal is defined by Study as a method of persuasion that is designed to produce an emotional response. It is a powerful but underutilized strategy that you can use to get into the hearts and minds of your potential clients. Research shows that 87% of us make multiple purchases driven by our emotions. When you incorporate emotional selling into your sales process, you’re focusing on the feelings of your potential clients rather than using technical information and facts to influence their decisions.

Experienced car salesmen are a prime example of people that successfully incorporate emotional selling into their sales process. They are trained to focus on emotions when they sell. And that is why they are so effective at convincing people that consider themselves to be highly rational individuals to make decisions that they wouldn’t ordinarily make under normal circumstances.

Studies have consistently shown that when people are presented with technical information about a product, they are much less likely to buy than when they are shown images of people happily using the product. That is because people are visually inspired, and such images are much more likely to connect with emotions than technical information about the same product would.

That is why it is important to incorporate emotional appeal into your sales strategy. When your prospective clients are emotionally connected to your business, they are more than twice as valuable as other clients because they trust you and will buy from you on a consistent basis, engage more with you on social media and post more glowing reviews about your service. And this is backed up by science. A study by Marketing Profs shows that loyal customers spend 10 times more with a business than new ones.

CoSchedule conducted a study that measured the effect of the Emotional Marketing Value (EMV) of headlines on the total number of shares a post has. The results showed that the average EMV for posts with over 1000 shares was twice as high as posts with less than 100 shares.

The power of emotions was highlighted in a compelling study that was carried out by Harvard Business Review which involved hundreds of brands in dozens of categories. The study concluded that the most effective way to maximize customer value is to connect with customers on an emotional level.

According to this research published in the Harvard Business Review:

“…Our research involving hundreds of brands across dozens of categories shows that consumers who are emotionally connected with a brand are anywhere from 25% to 100% more valuable in terms of revenue and profitability than those who are “merely” highly satisfied with it…”

The research identified 10 of the most powerful emotional motivators across a wide range of categories. These are emotional touchpoints that you can employ in your freelance business to create loyal clients.

  • A desire to stand out from the crowd. People want to be seen as special and stand out from their peers. If you’re a graphic designer and your ideal prospects are convinced that your logo designs can can help them stand out from their peers, they are more likely to choose you over your competitors.
  • A desire to have confidence in the future. People want to feel more confident about their future. If your freelance services or gig can make your prospects feel more confident about their future, then people will become more interested in using your freelance services.
  • A desire to enjoy a sense of well-being. People like to feel good. If they believe your freelance gig will give them a sense of well-being and help them achieve their goals in life, they will be more likely to buy your gig.
  • A desire to feel a sense of belonging. People want to belong to an exclusive group of people because it makes them feel special. If you are able to make people feel that becoming one of your clients will make them part of an exclusive group, this will increase the emotional appeal of your freelance business because it creates a sense of belonging to customers. Smart freelancers do this all the time by making their clients part of an exclusive Facebook group.
  • A desire to feel a sense of freedom. You need to give people the sense that if they buy your gig, they will become freer or more independent.
  • A desire to feel a sense of excitement. Excitement is an emotion that is really appeals to younger people. They want to feel excited. So if your target audience is younger people, your marketing message needs to be based around cultivating this emotion.
  • A desire to feel a sense of individuality. This is all about helping people become the person they want to be. People want to feel special and original. So, you’ll want to focus on how your freelance business services can help people really distinguish themselves from their peers.
  • A desire to succeed in life. People ultimately want to be successful. You want to demonstrate to your potential clients that aligning with your freelance business can help them become more successful, and you can do this through customer reviews and testimonials.
  • A desire to feel secure. People want to feel secure. They want to feel that you’re going to be there for them. You need to think of ways you can reassure your prospective clients that investing in your services is a great investment.


Incorporating emotional appeal into your branding and marketing messages is one of the most powerful strategies you can use to increase sales and boost the online success of your freelance business. Studies show that when people are emotionally connected to a brand, they are more than twice as valuable as other customers. They buy more of your services and post more glowing reviews about the impact your services has had on their lives.

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