Everyday, something new is showing up with better specs, performing better, making your life easier, getting work done faster.

It’s a given that life will progress exponentially with the booming of tech and tech products. It isn’t even necessarily limited to gadgets. It spills off to everything. That said, there is now a constant demand for consumers to pay attention, to listen to what all of these things can offer, to decide which to purchase, to find the best.

That becomes pretty exhausting. Which is why sometimes, leveraging emotional appeal is a concept worth considering.

Emotional appeal is described as:

Emotional persuasion relies on the subconscious mind’s “auto-pilot” to handle the chores of receiving, processing and evaluating information to make a decision. However, the subconscious mind is clueless about processing and evaluating information based on conscious thought. Consequently, emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for conscious thought. In other words, when decisions are made at the subconscious level, they are based on emotions and instincts, or “gut feeling.”

Truth is, we need to understand why we need a product or service. And the why is often related to the core of our beings—our emotions.

Somehow, when we talk about the purpose of why we do what we do, it boils down to our basic drives and our basic emotions. Appealing to our emotions goes much deeper than our consumerist tendencies but to the heart of the matter.

Using emotional appeal touches so much more than the surface. It relieves consumers of so much decision making and lets them flow into their emotions.

Not to mention that emotions appeal strongly to the tendency of human beings to connect with others. Happy content is more shareable than its matter-of-fact equivalent.

Being rational must not be disregarded. After all, most things need to make sense. But appealing to emotions, now that’s something worth tapping into.