How to Create Marketing That Connects: Focus on Emotion
The Secret to Marketing That Truly Connects
We’ve all been there, putting marketing out into the world and feeling like it’s just not landing. No engagement, no real connection, and certainly no sales. It’s frustrating, right? But here’s the truth: people don’t buy what you do; they buy how you make them feel.
Why Feelings Matter More Than Features
Think about the last time you made a purchase that felt like more than just a transaction. Maybe it was a boutique fitness studio that made you feel empowered, or an e-commerce brand that delivered not just a product but an experience. That’s because great marketing doesn’t just inform—it evokes emotion.
If your marketing isn’t making your audience feel something, it’s missing the mark.
The Shift That Changes Everything
When we create our own marketing, we don’t just say, “We’re a strategy-first agency.” That’s the what. Instead, we focus on how we want our clients to feel when they work with us:
Valued because we take the time to understand their business.
Confident knowing they have a clear marketing strategy.
Motivated and inspired to grow their brand.
Our messaging reflects that. It’s warm, strategic, and encouraging—because that’s the experience we want our clients to have.
What This Means for Your Business
This shift applies to every industry. Here’s how:
If you’re a boutique fitness studio, you’re not just selling workouts. You’re selling confidence, community, and strength.
If you’re an e-commerce brand, you’re not just selling products. You’re selling excitement, trust, and an experience.
If you’re a service provider, you’re not just selling expertise. You’re selling reliability, ease, and transformation.
When you start framing your marketing around who you serve and how you make them feel, your messaging becomes magnetic. It cuts through the noise and forms a deeper connection with your audience.
How to Put This Into Action
Identify the emotions you want your customers to associate with your brand.
Audit your messaging—does it focus on feelings, or just facts?
Shift your content to highlight transformation, not just transactions.
When you make this change, marketing becomes easier, more effective, and—most importantly—more human.
And if you need help figuring it out? That’s exactly what we do. Let’s chat.