Features Tell, but Feelings Sell

Why did you buy your last pair of shoes? Was it the rubber density of the sole? The polyester blend of the laces?

Probably not. You bought them because of how they made you feel—faster, more stylish, or like part of a specific community.

In marketing, we often get trapped in the "What" (the features) and the "How" (the process), but we forget the "Why" (the emotional driver). If your brand isn’t tapping into the "Why," you’re competing on price. When you tap into the "Why," you’re competing on value.

How to find your customer’s emotional trigger:

• Identify the "Pain": What keeps them up at 2:00 AM?

• Identify the "Transformation": Who do they become after using your product?

• Identify the "Identity": What does buying from you say about them?

The Logic Trap: People justify their purchases with logic, but they make them with emotion. Strategy is about giving them the "feel" to buy and the "facts" to stay.

Ask yourself: 

Is your messaging too focused on your product and not enough on your person? 

Want to know more?
Send us an email.
We are excited to hear from you.

Claire,
Xoxo