However, it is not enough to know demographic factors such as age or location

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Having clear objectives will allow you to establish your priorities and better align your tactics. In addition, they will be the reference point to measure the performance of your campaign once you have finished. The second step is to define your target audience. You may already have some buyer personas. If not, we recommend taking a look at our Customer Profile Template . Understanding your target group will help you work on their emotions and connect them with the brand.


You must know psychographics: what excites them, what t antigua and barbuda email list hey need, what their lifestyle is like… 2. Choose an emotion (and a color): Think first about the emotion you want to convey and create all your graphic pieces and use emotional design. The brain links colors with emotions. Pink is related to femininity and romance, red to danger or passion, orange represents happiness as does yellow… Robert Plutchik’s “ Theory of the wheel of emotions ” will be of great help to you on this point.


Use images that feature people, this evokes memories and generates a more direct connection with feelings. This method is ideal for awakening empathy in the user. Similarly, you should choose the colors, as it is an element that plays a relevant role in emotions. But remember that even though people are visual, they also want to quickly learn about the benefits of the product or service you are offering, and how it will satisfy their mother's needs or desires.