Why emotions drive sales
Most people make decisions based on emotions, not logic. Research from Harvard Business School shows that 95% of purchasing decisions are made subconsciously, and only afterward does the brain “rationalize” them.
In simple terms: the customer feels first — and only then comes up with reasons why it was a “smart choice.” That’s why using emotional triggers correctly can massively boost conversion rates.
Why is it especially important to influence emotions in online sales?
When someone shops offline, they have physical contact with the product — they can feel its weight, texture, even smell it.
In online sales, there’s no such connection, so visual and emotional messaging becomes the key driver.
If a creative triggers the right emotion, the buyer:
- Remembers the ad
- Feels personally connected to the product
- Makes decisions faster
- Lowers trust barriers
What emotions work best in the nutra niche?
In nutra arbitrage (weight loss, potency, vision, joints, anti-aging), it’s crucial to hit key emotional triggers:
Fear – the most powerful trigger
«If you don’t start treatment, your condition will only get worse!»
«90% of people with excess weight suffer from heart problems!»
How to use it:
Highlight the problem, amplify the fear of consequences, then offer a safe solution (your product).
Desire for change – the motivation to become better
«How to get rid of the pain and enjoy movement again?»
«Want a lean body? Here’s a real transformation!»
How to use it:
Show a before/after, real transformation story, tangible result.
Trust & Safety
«100% natural formula, approved by experts!»
«Thousands of satisfied clients have changed their lives!»
How to use it:
Add social proof, reviews, clinical data, certificates.
Anger & Outrage
«Why are pharma companies hiding this remedy?»
«They make you spend thousands on pills when a simple solution exists!»
How to use it:
Uncover the injustice, trigger protest, offer salvation — your product.
Greed & Exclusivity
«Only today – 50% off! Hurry!»
«Only 100 packs left at this special price!»
How to use it:
Create urgency and scarcity — “Buy now before it’s gone!”
Creative Breakdown: What Emotions Do They Trigger?
Creative 1
Text: «Joint pain ruining your life? There’s a solution!»
Emotions: Fear, empathy, hope
✅ Why it works: Triggers fear of health decline and immediately offers a solution.
💡 How to improve: Add CTA (“Find out how to relieve the pain!”) + urgency (“Only 50 packs left at promo price!”)
Creative 2
Text: «I lost 10kg easily – without dieting!»
Emotions: Envy, desire for change
✅ Why it works: Hits the dream of the audience – a slim body, promised in an easy way.
💡 How to improve: Add proof. E.g., Before/After pics + stat: “98% of women saw weight loss!”
Creative 3
Text: «Pharmacists are hiding this! A natural remedy that’s cheaper & more effective!»
Emotions: Anger, outrage, curiosity
✅ Why it works: Uses injustice trigger: «Big corporations profit, while a simple solution exists!»
💡 How to boost: Add testimonial video + clear explanation of how it works.
Creative 4
Text: «The best weight loss remedy!»
Emotions: None
❌ Why it fails: Boring. No emotional hook, no connection.
💡 Fix it: Add a hook (“Tired of endless diets?”) + real success story.
Creative 5
Text: «He cured prostatitis – and his wife says their relationship improved.»
Emotions: Hope, joy, inspiration
✅ Why it works: User stories are powerful trust triggers. People want to replicate success.
💡 How to boost: Add conversion booster like: “Want the same result? Take our test to see if it suits you!”
Conclusion:
Emotions are the main sales driver.
In arbitrage, it’s crucial to understand which emotions build trust and create a desire to buy. By strategically using fear, change, trust, and urgency, you can seriously increase your conversions and ad effectiveness.
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