Feelings. Boring but important tech. and the end!
None of us are. That’s one of the wonderful things about being human. Of course, we like to believe we are and I could probably argue with you all day about how I am absolutely logical, but that would be a lie. Sigh.
No, we make decisions with our unconscious mind and emotions are what really drive our purchasing decisions. In fact neuroscience has shown that people whose brains are damaged in the area that generates emotions are not able to make decisions. Doh!
This should be a crucial consideration when it comes to branding, marketing, and sales. We can rattle off features all day long, but features do not elicit feelings and without feelings, there is no sale. Benefits>features always…but more importantly, the feelings that are generated by the benefits!
Ask: what does life look like once someone has your product or service? What will they experience? How will they feel? There’s a problem being solved or a desire being fulfilled and the feeling behind that needs to be at the core of your brand.
Want to talk about feelings? Reply to this email and let me know you’d like to schedule a marketing meeting!
