Marketing content is emotional. It has to be.

It’s not enough to simply inform the audience that a product or service exists—instead, your content marketing must create a resonant emotional response that makes people feel as if they’re a part of something.

At first, it won’t feel so simple to establish a mood in your marketing content. After all, the messaging is going to be one part tribal, one part empathetic, and one part logical.

In other words, your landing pages, website copy, email sequences, and social media presence must make people engage fully, not only with the product and the business, but also with themselves.

And this is true with both product and service-based businesses.

If the idea of creating a mood that connects people with a business on an emotional level seems daunting, not to worry. There are more than a handful of companies that make it look easy.

Harry’s Razors

If you haven’t heard of Harry’s Razors, they are a powerhouse shaving company that competes with the biggest and oldest companies, such as Gillette and Schick. By all estimates this would be a David vs. Goliath scenario, though the online startup managed to generate $136 million in sales.

For Harry’s Razors, the marketing begins with the story. Early on, these guys establish an emotional rapport with the audience. And this even comes before the introduction to the product itself.

We encourage you to take a page out of this playbook. When you start with marketing storytelling, you spark an emotional appeal. Harry’s Razors executed this flawlessly in their campaign showcased below.

Take a look at the picture below. This captures the feeling that the company wants the customer to experience. The idea is that this isn’t simply a razor—it’s a part of a person’s lifestyle.


Hard to know where to begin with Poo~Pourri. Sufficed to say, the company produces some of the most genius marketing out there—so much so that the advertising became a viral sensation on the Internet a while back.

To wit, the product itself masks bathroom odors. The tagline pretty much spells it out: “Spray before you go, and no one will know.”

As the topic of human waste might make some feel a little squeamish, the marketing must establish a certain level of comfort. Through humorous video marketing and complete honesty, the audience will put their guard down and engage with the product.

With scents such as Original Citrus, Trap-a-Crap, and Deja Poo, even the most sophisticated individuals will unleash their inner fourth-grader.

According to the company’s founder:

“And let’s be honest: everybody does it, it’s only natural! All around us, people are increasingly breaking free from conformity and convention, yet we still allow silly taboos like bathroom odor to hold us back. Poo~Pourri changes that. Poo~Pourri shows how one effortless shift in your routine and mindset can create a positive transformation. Poo~Pourri liberates you from toxic thoughts and ingredients, and inspires you to confidently own your throne! Besides, you’ve got more important crap to worry about!”

This snippet highlights the fact that the company understands the buyer persona/customer psychology. The buyers have a sense of humor, they prefer natural over manufactured, and they value atmosphere and environment. (In other words, they don’t want their house or workplace to stink.)

This company effortlessly creates a mood. The marketing appeals to logic (explaining how it works) and emotion (it makes us giggle.) This is executed so well, because the marketing team understands the customer avatar so well.


HARO (Help a Reporter Out) is an online resource for journalists. The forum connects journalists with community sources, so that they can spend more time writing and less time researching.

If you’re a writer of any kind, you know what it’s like to stare down the barrel of a deadline. Founder Peter Shankman understood that issue, and created a solution.

The company is unique, as it created a service that previously didn’t exist. While that seems like an obvious attribute of successful businesses, that isn’t the case. The company’s success hinged on an audience niche.

These aren’t just any clients—they are journalists with a specific pain point looking for an even more specific solution.

To steal from HARO’s marketing playbook, you’re going to look into your audience niche. Ask yourself what sets your customers apart from other people who might buy similar products.

The 3 Things These Marketing Geniuses Have in Common

If you’re going to create a mood in your marketing content, you’ll need three things:

  1. Storytelling.
  2. Customer blueprint.
  3. Niche psychology.

The businesses that achieve a mood so easily all have an understanding of these attributes. As you work to create an emotional response and set the tone in your marketing content…

Use storytelling to explain why your product exists. It’s not enough to display features and benefits. You need a narrative to strike an emotional chord.

Craft messaging that speaks directly to your customer avatar. If you know his needs and her desires, you’ll be able to speak to your audience on an individual level.

Find your audience niche. Even if you have a truckload of competition, you have a very specific niche, and that’s what will set your offer apart.

To create an encompassing mood across all of your marketing content, you’ll need a plan. If you need to create a brand new mood for a new product, or you want to re-engineer an existing plan that doesn’t work, you’re in luck.