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Emotional Advertising To Connect With Your Clients

Emotional Advertising

Do you use emotional advertising?  Have you ever considered that your advertisement is not converting well because wasn’t created with the viewer in mind?

It may sound silly, but it’s true. In order to connect with your potential customers, your ad must convey emotion to them, and get them on the same track as your pitch. The best way to complement your tried-and-true ad copy is with corresponding images and graphics, thus emotional advertising!

So how can you be sure that you’re choosing the right images and graphics for your ad?

In this article, I’ll show you how to turn a flat, uninteresting ad into an effective, emotion-evoking masterpiece! Just follow these simple steps…

Use Emotive Images…It Makes The Difference!

In order to jump start your conversions, your ad needs to forge an emotional connection with the consumer. In fact, it has been proven that when a logical advertisement is split-tested with an ad that conveys emotion and connects with the target audience, the emotional advertising results are markedly better.

A good way to connect with your consumer on an emotional level is to use emotive images. An emotive image is a picture that induces emotion in the viewer. For example, a photo of people smiling and laughing could convey happiness, satisfaction, or excitement.

Emotional Advertising – Don’t Overdo It!

With the abundant stock photo and clip art resources available to you these days, it can be very easy to get carried away. Loading your ad full of low-quality images, or using irrelevant graphics that don’t have anything to do with your promotion are common mistakes.

Your emotive images won’t do you much good if the rest of your ad is full of poor quality images, or too “busy” for the eye to navigate. Remember that white space is your friend. It draws the eye, so without it, you could kill any potential effect. Never clutter an ad so much that it eats up all of your available white space!

Make Sure Your Graphics Look Great!

Okay, your graphics are emotive, which is emotional advertising, but what about the actual quality of the images? If your ad features lackluster graphics or images, it could negatively impact your results. A good rule of thumb is to always use high resolution images in your ads.

If the images on your ads fit these descriptions, it’s time to dump them:

Images stretched to the point of pixelization – Even if you haven’t done this, I know you’ve definitely seen it before. This is a surefire way to make your ad ugly and suppress your ad’s converting power. If you must stretch a photo, make sure it’s vectorized. Vectorized images can be scaled without looking blurry or pixelated.

Images with lots of “noise” – If you’ve ever saved a .jpg file as a .gif with your graphic editing software, you’ve seen image noise. Those specks and spots that afflict some images are hard to get rid of, even with most high-end graphics software. Ditch the noise—get a new image altogether!

Low resolution images – Scan a photo from a disposable camera, then upload a photo from a digital camera, and you’ll see that there is a huge difference in photo quality. Make sure that your photos are always high resolution!

Your Ad Should Pull Customers In, Not Push Them Away!

There you have it! How to use Emotional Advertising.  By following the above steps, you will have a compelling, emotion-evoking advertisement that connects with everyone who views it. Always make sure you implement emotive images into your advertisements. Not only will you create that emotional connection, but you will measurably increase your conversions!  by Patricia Walker

———————– About The Author: Patricia Walker is the Creatives Director of, an online advertising service and a subsidiary of Multiple Stream Media. Want to know why over 56,000 online advertisers and marketers use us. Find out now – ———————– Copyright © 2009

Emotional Advertising

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