Humans are emotional creatures. Why, just this morning we started crying while watching a diaper commercial. This is good news for marketers (the humans being emotional part, not the crying over a diaper commercial part) because savvy marketers can use human emotions in their marketing campaigns. Emotions play a huge role in our decision making process, probably even more so than logic and reason. When it comes to video marketing, these emotions are more easily invoked than by a still image or words alone. With video, you can really put all the elements together — visuals, music, good writing — and conjure up the emotions you need to help viewers make a decision about your brand. (Namely, the decision to engage more and give you money at some point.) Let’s look at the eight most important emotions that your business videos can trigger for them to be effective.