Welcome to lesson one, where we lay the foundation for everything we’ll explore over the next few days. Whether you’re from a B2B background, climbing the corporate ladder, or coming from a more creative space, this mindset shift is crucial for understanding what truly drives success in marketing.
The Power of Emotion in Marketing
I first encountered this lesson back in 2010, during my early days optimising social media posts at my first agency job. I remember sitting at my desk, constantly asking myself, “What makes some campaigns work ridiculously well while others—despite being good—fall flat?”
The answer wasn’t immediately obvious. I spent countless hours comparing campaigns: my own against each other, small business efforts against national campaigns, and even global marketing giants.
What I noticed time and time again was that the campaigns relying solely on logic, facts & persuasion didn’t perform nearly as well as those that also tapped into emotion.
Logic vs. Emotion: The Winning Formula
The winning campaigns didn’t just make people think—they made them feel. And not just any emotion, but very specific ones that resonated with the audience’s ideal self. This is where the magic happens.
Now, you might be wondering, “What do you mean by ‘ideal self’?” Think of it as the fearless, adventurous, confident version of you—the person who lives life on their own terms and doesn’t let anything stand in their way.
Great marketing speaks directly to that person. It taps into the emotions that align with who your customers secretly want to be.
Why Emotion Matters More Than Logic
If you’re aiming to increase sales, grow your email list, generate leads, or convert those leads into loyal clients, understanding your customers’ emotional drivers is key.
But this isn’t as simple as it sounds. Let’s face it—most of us struggle to share our deepest aspirations, even with our closest friends and family.
We fear judgment, or perhaps even more daunting, we fear their support because it means we must act on our dreams.
If we have a hard time opening up to our best friends about our big dreams, how can we possibly expect to uncover what our leads and customers truly want?
The Simple but Powerful Solution
The answer lies in understanding the emotions your audience feels right now and the emotions they wish to feel. Emotions are the driving force behind conversions. This is the mindset shift I need you to embrace.
Over the next few days, I’m going to walk you through a process that will help you uncover these emotions and use them to your advantage.
We’ll dive into how you can create your own research “gold mine” that continuously provides insights into how your customers and subscribers feel about your products and services—and how they want to feel.
What’s Next?
This journey starts tomorrow, where I’ll guide you step-by-step through this process. You’ll learn how to dig deep into your customers’ emotional drivers and use these insights to craft campaigns that not only capture attention but also resonate on a deeply personal level. This is the foundation of creating marketing that doesn’t just persuade—it connects.
So, stay tuned and get ready to transform the way you approach your marketing. We’re just getting started, and what comes next will change the way you think about conversions forever.
Until tomorrow,
