The Secret to More Customers: Appeal to What They Feel
When it comes to marketing, the message is only half the battle. The magic happens when you tap into what people feel. Customers don’t just buy a product or service; they buy the story, the emotion, and the connection behind it. By appealing to certain triggers, you can turn casual browsers into loyal buyers. Here are a few powerful approaches to consider:
1. Humor: Make Them Smile (or Even Better, Laugh)
Humor is one of the fastest ways to create a connection. A funny ad, witty caption, or playful email subject line can break through the noise of endless content. People love sharing things that make them laugh, which means your brand instantly becomes more memorable and shareable.
Think of quirky insurance commercials or brands that aren’t afraid to poke fun at themselves. Take Wendy’s Twitter account for example! Be sure to keep humor aligned with your audience’s personality - dad jokes might win some, while sarcastic wit might be better for others.
2. Nostalgia: Bring Back the Good Old Days
Everyone loves a trip down memory lane. Nostalgia marketing taps into people’s happiest memories, creating a warm emotional tie between them and your brand.
A brand using retro packaging or referencing a beloved childhood trend may be the answer to nostalgia. Cracker Barrel is one brand that thrives off of this emotion. Nostalgia makes people feel comforted, and in a world that moves so fast, comfort is powerful.
3. Storytelling: Let Them See Themselves in Your Brand
People connect with stories far more than with facts and figures. Share the journey behind your product, the challenges you overcame, or the impact you’ve had on customers’ lives.
Take for example, a local coffee shop highlighting the farmer who grew the beans. Stories build trust and relatability, making your brand feel human.
4. Exclusivity: Make Them Feel Like an Insider
Everyone wants to feel special. When your customers feel like they’re getting early access, VIP treatment, or something not everyone can have, they’re more likely to engage and buy.
“Members-only” drops, limited-edition runs, or sneak peeks for email subscribers are all ways you could touch on exclusivity.
5. Social Proof: People Trust People
Showcasing testimonials, reviews, or user-generated content taps into the psychology of trust. People want to know that others like them have tried and loved your product.
Be sure to share before-and-after photos, or highlight glowing customer feedback.
6. Aspirations: Speak to Who They Want to Be
Your product can represent more than what it does, it can represent who your customers want to become. Whether it’s more confident, more stylish, more productive, or more adventurous, positioning your product as the bridge to that goal is incredibly powerful.
Think of a fitness brand selling not just workouts, but a stronger, healthier, more energized version of yourself.
At the heart of it, marketing is about connection. Humor makes us laugh, nostalgia makes us remember, storytelling makes us care, exclusivity makes us want in, social proof makes us trust, and aspiration makes us dream. The best brands don’t just sell a product, they sell an experience, a memory, or even a better version of ourselves.
If you want to win more customers, don’t just ask what they need - ask what they feel.
