The Importance of Emotion in Marketing

When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion. 

-Dale Carnegie

Let me take you on a trip to the future, by articulating the importance of the past. In any business, making money is most important, so how can you leverage the efforts of your past to create more transactions in the future?

Instead of approaching this question as most traditional marketing experts do - by naming off the importance of direct mail campaigns, call scripts, newsletters, billboards, newspaper ads, and radio spots - think about whether or not you have invested in potential, present and past customers with nothing other than an all in type of relationship. After all, organic transactions occur after emotional decisions have been made.

So, how do you quickly tap into the emotional side of your customers to extract potential opportunity without the old school approach of sending them a mailer?

  1. Invest in a good CRM tool.

    1. Make it a habit to immediately input any information you can about the contact into your CRM to encourage long-term customer engagement. Capture their birthday, spouse’s name, etc. because it will make follow-ups more meaningful.

    2. Get everyone on board with the idea of using the CRM to achieve greater efficiency company-wide because of the visibility the CRM provides.

  2. Establish a consistent customer-facing presence.

    1. A customer purchases when they feel connected, so select a team of individuals that act as the heartbeat of every customer experience. Have this team own each customer experience whether that be through a phone call, or a Facebook message.

    2. Communicate the story of your brand to your team so that they can be ambassadors of the brand when interacting with individuals inside, or outside of the office.

By implementing the two items above, over time you will create a bond between the user and your brand through meaningful relationships. After you establish, and cultivate a relationship with someone through the digital tools like a CRM, you can better understand the key emotional drivers and factors that lie within their needs, wants and behaviors. In turn, this will dictate the journey of their purchase and allow the customer-experience team to continue cultivating a culture of proactive excellence instead of reactive failure.

Just remember, once the relationship has been built, the transactions will organically follow.  

If you would like more information on this topic, please do not hesitate to contact our marketing team at

Heather Lewis