26 Aug Building Emotional Connections is the New Marketing

Consumers are inundated with over 5,000 advertisements each day, only 12 of which will actually make an impression on them. How can your business increase its chances of being in that golden “dozen?”

To really stand out in modern times you must craft emotional connections with your audience instead of marketing “at” them. Selling a product or service is no longer enough; it’s about the experience you provide with it.

You must leverage your audience’s emotions in order to convert them into loyal customers. How do you do that?

For one, you must provide value. Don’t show off your product or service by spouting out a long litany of awards, or what makes your company so unique. That’s not going to work today. In order to translate your true value, focus on your benefits first and features second in your messaging. Explain what you can do FOR THEM, not what your company does. Forget your old USP, telling your prospective clients how you can meet their needs will set you apart.

You can also employ some simple psychology – people avoid pain. Think about what your prospects want to avoid most and directly address that in your copy. Of course, you don’t want to spout false claims or make empty promises – keep the focus on helping your clients, rather than manipulating them. If you identify their pains and show how you provide a solution, you will win their emotions and trust, which, in the end, means winning their loyalty.

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