Okay, first things first… *Hey Siri, play Emotions by Mariah Carey.*
Now that we have appropriate background music, let’s talk about our feelings.
I’ve always been a deeply feeling individual. Most creative folks are emotionally connected. It’s my superpower as a strategist, writer, and performer. It can become your brand’s superpower, too.
Too often, brand communication doesn’t highlight the emotional benefit of a product or service. Maybe you’ve written beautiful copy about the benefits of what you’ve made, but have you zeroed in on how your customers will feel during and after they experience what you offer?
Selling “buy [blank] and get a better life” won’t cut it. The stakes have to be high and the feelings associated with your brand need to be specific.
These brands are nailing it:
- Glosslab’s website headline says: “The new salon experience that keeps you polished and ready for anything.”
Emotional translation: I’m going to leave the nail salon feeling confident and prepared for whatever life throws at me. If life hands me lemons, my super cute nails will squeeze them into lemonade. (A manicure can do that? Sign me up.)
- Spotify’s Instagram bio says: “Music and podcasts for every moment.”
Emotional translation: I can feel closely connected to the artists and podcasters I’m obsessed with all the time. Take it one step further - I’ll also feel closely connected to the people who are listening to the same things as me. (2x the closeness and connection. My heart needs that.)
See what I'm getting at here? It's subtle, yet effective.
Study your brand communication. Can you zero in on a specific emotional benefit? Can you use words to raise the stakes?
Go deeper. Feel bigger.
Your business will thank you later.
