Ever posted something that looked perfect—on-brand visuals, snappy captions, all the right hashtags—only to watch it flop? You got a few ❤️’s, but no comments, no shares, no real connection.
Here’s the truth: as digital marketers, we’re torn between two hearts.
- The first heart: The ❤️ button—the fleeting dopamine hit of likes, shares, and vanity metrics.
- The second heart: The messy, human one—the fears, hopes, and quiet struggles of the people behind the screens.
But the real magic happens when we focus on the other heart—the human emotions behind those clicks. Because let’s be real—most people don’t buy something just because it’s logical. They buy because it speaks to them, makes them feel seen, or solves a problem they actually care about.
Table of Contents
- So, What is Emotional Intelligence in Marketing?
- Why Does Emotional Intelligence Matter?
- How to Use Emotional Intelligence in Your Marketing
- Final Thoughts
So, What is Emotional Intelligence in Marketing?
Think of it as the ability to:
- Read between the lines of what your audience truly wants (beyond what they say they want).
- Connect on a deeper, more human level.
- Write content that doesn’t just inform but actually resonates.
EQ in marketing is about understanding and responding to them in a way that feels real. When done right, your content won’t feel like marketing—it’ll feel like a conversation.
Why Does Emotional Intelligence Matter?
Ever scrolled past an ad without even noticing it? Or read a post that felt like a robotic sales pitch? That’s what happens when marketing lacks emotional intelligence. We’ve all done it: crafted a post to look smart, funny, or trendy, hoping for that dopamine hit of likes. But chasing the ❤️ button often means ignoring what your audience truly cares about.
Now, think of a brand message that made you pause. Maybe it spoke to a struggle you had or sparked excitement about something you wanted. That’s what happens when a brand gets its audience. Emotional intelligence in marketing means asking: “What’s the unspoken feeling here?”
Take an example of a meal-planning app. Initially, you highlighted “100+ recipes!” and “5-minute meals!” No response. Then you dug deeper:
- Busy parents weren’t just craving speed—they felt guilty about feeding their kids frozen pizza.
- Young professionals didn’t want “quick meals”—they wanted to feel like competent adults.
So let’s shift the messaging:
- “Stop apologising for dinner.”
- “Cook a meal that actually makes you proud (in 15 minutes).”
EQ helps you sell the feeling, not the feature.
People don’t trust brands that shout “BUY THIS!” They trust friends who say, “I’ve been there too.” EQ turns you from a seller into an alley.
How to Use Emotional Intelligence in Your Marketing
If you’re thinking, Okay, this sounds great, but how do I actually do it?, here are a few ways to bring EQ into your content:
1. Go Beyond Demographics—Understand Mindsets
Knowing your audience’s age and location is helpful, but what really matters is understanding their mindset.
- What keeps them up at night?
- What excites them?
- What problems are they struggling to solve?
When you write with these in mind, your content instantly feels more personal and relatable.
2. Show Empathy in Your Messaging
Instead of jumping straight into selling, acknowledge your audience’s emotions first. For example:
❌ "Need a new time-management app? Buy now!"
✅ "Feeling overwhelmed by never-ending to-do lists? You’re not alone. Here’s a simple tool to help."
See the difference? The second one makes the reader feel understood before offering a solution.
3. Write Like You Talk
Nobody connects with stiff, corporate-sounding language. The best marketing feels like a natural conversation.
- Use contractions (like you’re instead of you are).
- Keep sentences short and easy to read.
- Ditch the jargon—nobody wants to decode complicated terms.
If you wouldn’t say it in a real conversation, don’t write it in your marketing.
4. Pay Attention to Tone and Timing
Your message might be great, but if the tone is off, it won’t land well. Be mindful of what’s happening in your audience’s world. If they’re stressed or frustrated, an overly salesy message won’t work. But an empathetic, problem-solving approach? That will.
5. Your Turn: How to Start Writing With the Right Heart
- Ask one question before drafting: “What emotion does my audience want to feel?” (Confident? Relieved? Proud?)
- Swap jargon for journal entries: Write like you’re texting a friend, not presenting to a boardroom.
- Test your headline: Does it promise a transformation or just a tip?
Final Thoughts
Social media hearts (❤️) fade. But when you speak to the heart beating behind the screen, you build something no algorithm can erase: real connection. Emotional intelligence in marketing isn’t a trick—it’s a mindset shift. It’s about speaking with your audience, not at them.
So next time you write content, ask yourself: Does this just fill space, or does it actually connect?