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Get Emotional!

July 25, 2013

Daily ReadGet Emotional!

Who doesn’t focus on business features like product claims or pricing when marketing your product or service? It’s natural. But what we really need to do, is to set yourself apart from your competitors by finding the emotional benefit that makes your company special – that turns you into a brand not just another business. In the last blog “You’ve got to Know your customers” we talked about moving beyond demographics to really understand your customer. This is where you are learning what their emotional wants are beyond just their need for your product/service. Every business will get at their customers’ emotions differently, in whatever way suits them best. It may be by creating a feeling of the comfort or home, it may be security, trust or reliability, it may be a feeling of being comforted and nurtured.

The emotional benefit for your brand may not be intuitively obvious to you. Talking with loyal customers is a good place to start searching for that emotional appeal. Also take a look at what your competition is saying to their customers. This may give you ideas about how to create your own messaging. Simply thinking about why your customers need to come back to you time and time again could be enough to reveal the answer.

Customers don’t necessarily remember what you do for them as much as they remember how you made them feel. There’s where you can uncover your emotional benefit.

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