In order to create emotional connections with your customers, you need to clearly communicate how your brand can improve their life. They need to trust that you can help transform them from where they are now to where they want to be in the future.
People buy on emotion
Before you can begin to make more emotional connections with your customers, you need to understand a little bit about the psychology of buying.
People almost always make purchase decisions based on emotions. They may think they’re using logical facts to decide, but it’s really their emotions that are in charge.
Your customers feel something about the product or service they are about to buy. There are emotions and feelings connected with that purchase. There’s something about it, they’re hoping, that will make their life better.
For example, when I was training for the Flying Pig Marathon this year, I needed to get a new pair of running shoes. I didn’t start by looking at the features of the shoes I wanted like heel-to-toe drop, weight, or cushioning.
I wanted running shoes that would make me feel lighter, that would make me feel faster, and that would make me feel more comfortable after 20 miles of running.
I chose a pair from HOKA, a company that I connect with emotionally because they sponsor of all the pro ultrarunners. My emotions tell me that if I wear HOKAs, not only will I feel lighter, faster, and more comfortable, but I will feel like a pro ultrarunner too.
People buy outcomes
I want you to start thinking about how you can be making those kinds of emotional connections with your customers. If you can build stronger connections with them on an emotional level, it will be easier for them to make the decision to purchase from you.
The stronger the emotional connection, the more convicted they are that you have the solution they are looking for.
People don’t buy products or services, they buy outcomes.
The outcome I was buying when I got my new running shoes was the ability to run longer and easier because I would feel lighter, faster, and be more comfortable.
Instead of focusing on your products or services and their features, focus on the outcome your customer experiences when they do business with you.
Focus on the transformation
After purchasing from you, your customer’s lives should be changed in some way. They should experience some sort of transformation.
In order for you to create emotional connections with your customers, you need to be able to communicate that transformation. They need to see what that transformation could look like for them.
I’ve created a simple tool you can use to help you figure out how your customers might feel after experiencing your brand:
Print this out and answer these five simple questions:
- What do they have before and after purchasing from you?
- What don’t they have before and after your brand?
- What is their emotional state before and after? What are they feeling?
- What does their average day look like before and after they do business with you?
- What is their status before and after experiencing you and your brand?
Take some time to dig deep and answer these questions. This exercise will give you meaningful insights into how your customers are transformed by you and your brand.
You will use these answers in your marketing messages to clearly communicate how your customer’s lives can be better after their experience with you and your brand.
While you are doing this, think about how you can help move them from the before state to the after state. How do you help them accomplish their transformation?
Example: Massage Therapist for Marathon Runners
What do they have? What are the things they have or possess that they would like to change?
- Our athlete has sore muscles
- She has tired legs
- Maybe she has pain in one area
- She has strong muscles
- Her legs feel fresh
- She can run pain-free
What don’t they have? These are the things they want or need but don’t yet have.
- Our marathon runner doesn’t have fast times
- She doesn’t have much energy
- She has faster finishing times
- She has lots of energy
What is her emotional state? What is she feeling?
- She feels inadequate, she’s not as fast as her friends
- She’s unsure of herself, not sure she can perform at her best
- She’s fearful, worried she might injure herself more
- She feels more confident and capable
- She feels positive that she can achieve her goals
- She’s fearless and runs without worry of injury
What does an average day look like? How does her daily life improve?
- Running is a struggle
- She lacks motivation
- It’s hard to get out the door
- Running is super fun again!
- She is motivated to reach her goals
- She can’t wait to get out there and run
What is her status? How is she perceived by her peers? How can you help elevate her status?
- She’s an average runner
- She’s a middle-of-the-packer
- She’s always been a follower
- She is an elite runner
- She’s out in front with the other fast runners
- She’s seen as a leader of the group
Communicate the transformation to create emotional connections
Take some time and fill in the before and after states for your customers. Then start communicating their transformation in your branding and marketing.
You are effectively showing people how their lives can become transformed by using your product or service. This is how your customers will become emotionally connected to you and your brand.
Remember to remind them where they are now (before) and where can be in the future (after). You can do this by pulling out a few key statements and adding them to your website or social posts:
Get fresh legs. Run more confident. Run injury-free. Make running fun again.
Using images is also a very powerful way to communicate what their transformation might look like. In my example, I could show pictures of a happy runner breaking the tape at her next marathon – she’s super excited, she’s energized, she’s confident, and she’s reached her goal.
In order to create emotional connections with your customers, they need to see how you help move them from one state to another.
You need to be able to communicate what their transformation looks like.
Use the grid included in this post to help identify all the ways your customers are transformed by your brand. Where are they now, and where do they want to be in the future? How can you help move them from here to there?
Pull out a few key phrases and use them in your branding and marketing messages.
Using images is a powerful way to show your customers what their life could look like after using your product or service.
Once you’ve filled in your grid, feel free to share it in our Facebook group. It would be fun to see what you come up with!