Be honest—have you ever bought something and thought…
“Wait, why did I even get this?” You have, right? Same here.
Here’s the crazy part—it wasn’t logic that made you buy it. It was emotion.
According to Harvard Business School, 95% of buying decisions happen subconsciously. That means customers don’t sit around comparing specs and features all day. They buy because something feels right.
And if your brand isn’t tapping into emotional marketing, you’re making selling way harder than it needs to be. So, how do you create a brand that connects, converts, and sells effortlessly?
Let’s break it down.
Step 1: Identify the Customer’s Struggle
Think about the last time you bought something that genuinely made your life easier.
That purchase wasn’t just about the product—it was about solving a problem.
- Nike doesn’t just sell shoes. They sell the mindset of an athlete—the grind, the hustle, the dream.
- Apple doesn’t just sell tech. They sell creativity, innovation, and the freedom to think differently.
- Coca-Cola? It’s not about soda—it’s about happiness, nostalgia, and moments that matter.
Your brand messaging should do the same. Instead of listing features, sell the feeling of overcoming a struggle.
🔹 Actionable Step:
Next time you write marketing copy, ask yourself, “What problem does my product or service actually solve?” Because that’s where the magic happens.
Step 2: Trigger Emotional Buying Decisions
People don’t buy with logic. They buy with emotion—then justify it later.
That’s why emotional ads outperform rational ones by 31% (IPA DataBank).
The best marketing makes people feel something. How do you do that?
Use words that trigger nostalgia, excitement, or urgency.
–Remember when you were a kid, dreaming without limits?
–Imagine waking up stress-free because your business runs itself.
–What if you could change everything with just one small decision today?
Step 3: Show the Transformation
People don’t buy products. They buy before-and-after experiences.
Ask yourself:
- Where was your customer before they found you?
- Where are they now?
For example, let’s say you sell fitness coaching.
Instead of this: “Our program has 10 modules and meal plans.”
Try this: “John felt stuck, tired, and out of shape. 90 days later? He lost 30 lbs, regained his confidence, and now runs marathons.”
See the difference? The second version makes the transformation real—and that’s what sells.
Step 4: Use Storytelling to Sell
Want to make your brand unforgettable? Tell a story.
Stories activate 7 different areas of the brain and make messages 22x more memorable (Stanford University). Think about the last ad that made you feel something. It wasn’t just throwing product specs at you. It told a story.
Here’s how you can do the same:
Instead of this: “This planner has 12 months of templates.”
Try this: “Meet Sarah. She used to feel overwhelmed and scattered. Then she found this planner. Now, she organizes her life effortlessly, meets deadlines with ease, and finally has time for herself.”
People don’t remember features—they remember stories.
“The most powerful brands don’t just sell products; they sell emotions.”
Bernadette Jiwa
Founder, The Story of Telling
Final Thought: It’s Not About What You Sell—It’s About How You Make People Feel
Every brand has two choices:
– Be forgettable by focusing only on features.
– Build deep emotional connections that make customers loyal for life.
So next time you write a sales message, ask yourself: “What feeling am I actually selling?”
Because at the end of the day, people don’t buy products. They buy feelings
