How to Create Emotional Benefit Statements in Advertising

by Lori Soard
Use a graph of the facts to create a benefits statement for the consumer.


Hemera Technologies/ Images

According to the Canadian Marketing Association, marketing industry discussions about emotional benefits indicate that this type of marketing's effectiveness is hard to measure. There is a difference between using a consumer's emotions and showing the emotional benefits. Instead of scaring the customer into buying a safety product, your goal should be to point out how the product keeps the customer's family safe. By showing the emotional benefits, you also illustrate the advantages of your product and allow the consumer to make an informed decision about whether or not to do business with your company.


Create a list of the benefits involved in using your product. For example, an environmentally friendly household cleaning product has the benefit of being good for the environment, free of chemicals and safe for pets and small children. Make a table showing the different benefits your product provides. Also, poll current customers to find out what they believe the benefits are.


Expand the table to a second column and show what the emotional benefit is that ties into the actual benefit. Using the example of a green household cleaner again, the benefit of the product being good for the environment has an emotional benefit of protecting the earth for future generations. Expand each benefit idea into an emotional benefit of that product.


Tie the emotional benefit into an image. Brainstorm ideas for an image that ties into the emotional impact of the statement. For example, a statement about protecting the environment might include a photograph of the world with arms hugging it.


Get the word out about the benefits of your product. Once you have an emotional benefits statement or two, use this in different advertising platforms. Expand the concept into articles you include in a newsletter sent to customers. Add content to your website about the benefits. Send out post cards and offer in-house workshops teaching consumers about how the product or service can benefit their lives.

References (5)

About the Author


Photo Credits

  • Hemera Technologies/ Images
bibliography-icon icon for annotation tool Cite this Article