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Let's get emotional!

Do you work in marketing? Then this is for you:

what are you doing to evoke emotion in your social media content?

One of the areas we’re told to work on in our online or marketing content is the emotion.

Involving your target audience and getting them to create an emotional link helps to build customer loyalty and brand advocates.

One study showed that “customers who have an emotional relationship with a brand have a 306% higher lifetime value and will likely recommend the company at a rate of 71%”. The benefits of invoking an emotion (the right or desired emotion!) in our audience are clear.

This is easier to do when we have a good understanding of

  • the company

  • the product and

  • the sector.

Something that we often forget to look at though is how we can do this cross-culturally.

How do you ensure you’re doing this when you’re working with a project or product that needs to do this in other countries?

Or in a variety of countries at the same time with the same message?

It’s really important to understand how other cultures:

  1. Build trust

  2. Express positive emotion

  3. Express negative emotion

  4. Express disagreement

  5. Give feedback

When we start to look at cultures around the globe, these factors change considerably between not only regions, but individual countries.

While clients or an audience in Finland or Israel will be a lot more comfortable at expressing negative feedback than those in the UK, those in China or India will be considerably more uncomfortable. This needs to be taken into account when considering client testimonials or feedback, and also when creating marketing content or using jokes.

Equally, clients in India or China will need much longer to build up trust with you as a company or as a person within that company, so any marketing or content that you create will need to be shared for longer, or you might even need to create much more content to use over an extended period of time.

These differences can really make a big difference in terms of how well our sales or marketing plans resonate with our intended audience, but so often get forgotten or lost in the process. And we only remember them when it’s too late.

But by building up a clear understanding of these differences and where our client or target audience falls on these scales can put us in a powerful position – it can give us information to help us understand them better and adapt our plans to them.

Not only that, but knowing more about this can also give you an advantage as compared to your competition.


If you want to know more about this or learn how to adapt your own content for future projects, you’d really benefit from joining us at the Global Growth Superstars Mastermind day this June. Find out more here.

Want to hear more from us? Sign up for our monthly round up of top tips and information here.

To read more about your international sales strategy, try this post.

To think more about working internationally, you should read this article.

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