BBF 22 | Making An Emotional Connection

In this day and age, selling is no longer about what you let your consumers see. It is now about how you make them feel. Host, Gerry Foster, discusses the impact and importance of making an emotional connection, most especially when it comes to branding that eventually carries over to marketing. He makes great points about how emotions come into play with buying decisions, giving you some concrete examples of big brands playing this card. Learn more about how you can work with that emotional connection with your products and services in this episode.

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Make an Emotional Connection

In my last podcast, episode 21 called “Sell Wants, Not Needs,” I stress the importance of understanding that consumers are looking for brands that don’t just satisfy their needs, but also touch their souls by appealing to their emotions. In this marketplace, it’s no longer about simply telling people what your product does or what your services provide. Certainly, there are many products that distinguish themselves based on their bells and whistles. The unique benefits, for example, that consumers cannot get from a competitor. I totally get that factual comparison between products that appeal to what people think is fine, but more than likely, the ultimate purchasing decision will be based on how the consumer feels about the brand more so than what they know about the brand.

The same holds true for services. For those of you who are offering services or offering yourself as a personal brand around your expertise, your skills, talents and abilities, you will move the purchase decision needle towards you when you appeal to what people feel because heart connections will always win out over head connections. It’s all about getting people to feel good about purchasing your brand. Emotionally connected consumers who make decisions of the heart will lead to a higher return on investment, on any marketing that you plan to do later on so keep that in mind. I want you to imagine and think about certain types of brands. Think Starbucks, for example, who creates a sense of community in its cafes, which for millions of its customers has become a place to meet, relax or get on your computer or device between home and work.

Consumers are looking for brands that don't just satisfy their needs, but also touch their souls by appealing to their emotions. Click To Tweet

Think Hallmark cards, they make us feel special when we receive one. Instantly connect us emotionally with the sender and often will make us cry or want to give someone a hug. Think about some of the TV commercials that air during the Super Bowl that make us laugh like Doritos, Budweiser or Dollar Shave Club who said, “Our blades are great.” Why is making an emotional connection so important especially when it comes to branding that carries over to marketing? Why can’t you just get someone to make a rational and logical decision to buy your brand, to work with you, hire you, buy your product, donate to your non-profit? Without a doubt the functionality of your product or the functionality of the skills you provide matter. Yet emotions always come into play because most buying decisions are based on emotion backed by logic, being rational as I shared in the last episode. According to Everyday Health, a free online newsletter, an emotional connection is a bundle of subjective feelings that come together to create a bond between two people.

BBF 22 | Making An Emotional Connection

Making An Emotional Connection: You will move the purchase decision needle towards you when you appeal to what people feel because heart connections will always go out overhead connections.

The word emotional means to arouse certain feelings, strong feelings for the most part. The feelings may be anger, sorrow, joy, love or any of thousands of emotions that human beings experience. It’s no wonder that we instantly connect to brands that make us feel, brands that make us laugh, cry, inspired, and so forth, for better or worse. I’ve talked a lot about how standing out from the crowd is harder than ever because of the internet and that you must differentiate yourself. I’ve shared many ways to do so. I’m giving you another way to stand out and not blend in. That is by making your consumers feel something by you reaching them on an emotional level.

Since Big Branding is about a customer experience that is relevant, memorable and meaningful, aligned that connection with your target customer’s greatest motivations and desires. That’s the name of the game. For example, your consumers might want to “live every day with more passion and purpose,” or they may want to “master the magic of life” or “feel a sense of freedom so they can enjoy life as much as you know they should.” I could go on and on with tons of examples of how to connect with how someone feels by connecting with them through the heart and not the head.

The ultimate purchasing decision will be based on how the consumer feels about the brand more so than what they know about the brand. Click To Tweet

Let’s not leave out certain negative emotions they don’t want to feel. For example, no one wants to feel stressed out, worried or overwhelmed. You can say through your brand and your messaging, your content that if they work with you by your brand, they get to avoid those negative emotions. The key emotional triggers are motivators for your brand that’s going to be unique to every brand and the category you compete in. There is no garden variety list of words here, but simply know that after it’s all said and done, the brands that market and sell that feeling.

This is all about earning the trust of your target customer. The more you understand them on a personal level, the more you create a deep emotional connection with them, the closer they feel to you and your brand. The more willing they will be to buy it and the less likely they are to go without you. On top of all of that, the more money they will spend on you, stay loyal to you because you are helping to give their life more meaning or their business more growth. Make those emotional connections. Making an emotional connection with your brand makes them feel like they are part of something special, remarkable or great, something they feel passionate about.

The more you understand and create a deep emotional connection with your consumers, the closer they feel to your brand. Click To Tweet

We love our brands, don’t we? Think for a moment about the brands you love. It could be in any category. We love the brands that make us feel something. We love the brands that make us feel a certain way. When we love that feeling, we tell people, we tell our family, we tell our friends. We share it on Instagram, Twitter, Facebook or LinkedIn, whatever our social network of choice may be. Demonstrate that you truly understand your customer’s lives and what matters most to them because that is what reaching and connecting with them emotionally is all about. This is what will further move the needle in your direction.

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